Intensify the Customer Connection:

Extend the Online Experience In-Store (and Everywhere)

June 28, 2013

© 2013 MICROS

WHAT WE’LL TALK ABOUT

• What is omni-channel?

• Today’s omni-channel shopper

• What’s it look like?

• The omni-channel ecosystem

• The value of convenience

• Real-world examples

• Greasing the skids of online conversion

© 2013 MICROS

WHO I AM

David Bivins

Director of Strategy

Bringing together the best elements of all

our transactional systems to create

profitable and compelling customer

experiences.

ABOUT MICROS

© 2013 MICROS

RESTAURANTS RETAIL HOTELS SPORTS ARENAS

AIRPORTS THEME PARKS CRUISE SHIPS CASINOS

MICROS Systems, Inc.

NASDAQ (MCRS)

MICROS Provides Mission Critical, Enterprise

Software and Hardware Applications for the

Hospitality and Retail Industries Worldwide.

MICROS SYSTEMS, INC.

© 2013 MICROS

MARKETS IN 180 COUNTRIES

Food Service 370,000

• Fine Dining • Fast Casual • Quick Service • Canteen & Catering • Leisure & Entertainment

Retail 165,000

• Speciality Retail

• Fashion Apparel

• Hard Goods

• Grocery

eCommerce 2,000

Cross Market Verticals

• Hotel

• Food Service

• Retail

Hotel 30,000

• Individual Hotels

• Chain Hotels

• Resorts

• Cruise

WHAT IS OMNI-CHANNEL?

© 2013 MICROS

OMNICHANNEL “NOT-ME” CHANNEL

-15%

Nine days later (two days ago), they hacked together a solution for me and responded to my email.

© 2013 MICROS

WHAT IS OMNI-CHANNEL?

Your customer doesn’t see her world in channels.

She might see your brand in channels, and that’s a problem.

Omni-channel is the idea that you can meet your customer’s

needs and expectations wherever she is, whenever she wants.

TODAY’S OMNI-CHANNEL SHOPPER

© 2013 MICROS

CATALOG/

DIRECT

MAIL

POS

PHONE

SEO

WEB

EMAIL

SOCIAL

EVENTS

YOUR CUSTOMER’S TOUCHPOINTS

© 2013 MICROS

MOBILE IS COMPUTING

For many people,

“computers” are the

devices in their

pocket, not laptops

and desktops. - Mark Rogowsky, Forbes.com, April 11, 2013

© 2013 MICROS

UNDERSTAND THE USER EXPERIENCE

Tablets aren’t mobile.

They’re your laptop from

8 to midnight. - Josh Himwich, Shop.org Annual Summit, 2012

© 2013 MICROS

MOBILE EXTENDS

14

CATALOG/

DIRECT

MAIL

POS

PHONE

SEO

WEB

EMAIL

SOCIAL

EVENTS

DO YOU KNOW YOUR CUSTOMER?

© 2013 MICROS

PERSONA(S) DEVELOPMENT

Who is she?

Where does she begin consideration?

Where is she in your marketing mix?

In the competitive marketing mix?

What channels does she use? When? Where?

DEVELOP PERSONAS AND TEST AGAINST THEM. WHAT WOULD SHE DO/THINK/FEEL?

WHAT’S OMNI-CHANNEL LOOK LIKE?

© 2013 MICROS

THE HOLY GRAIL: ONE SYSTEM OF RECORD

One Customer

One Product

One Promotion

(etc.)

One System

MCP

Store Mobile / Tablet Desktop

Point of Sale

MCP

Order Broker

Customer

Management

Order

Management

Product

Management Content

Management

Promotions

Commerce

Loyalty

PCI

PA-DSS

Telephone /

Customer Service

© 2013 MICROS

THE PROBLEM

Preparation is easy.

Execution is really,

really difficult.

© 2013 MICROS

CREATING EXPERIENCES

ACTION (User)

REACTION (System)

MEASUREMENT (System)

WHAT EVENTS/EXPERIENCES CAN YOU CREATE? WHAT ARE YOU DOING TO MEASURE THEM?

HOW ARE YOU EVALUATING THEM (A/B TESTING)? CAN YOU AUTOMATE THIS?

CRM QAS LOYALTY

© 2013 MICROS

DISTRACTIONS DEPRESS CONVERSION; A SMOOTH RIDE RAISES CONVERSION

• A good brand and/or the right product at the right price

• Product marketing, including search

• Product assortment and pricing on web (including mobile)

• Product sort and filtering

• Product detail and presentation (views, colors, etc.)

• Uninterrupted shopping (no jumping to cart with every add)

• Clear policies for tax, shipping, returns

• Guest checkout

• Multiple forms of payment (potentially split tender)

• Multiple forms of shipment (including a cheap one)

• Targeted followup (abandoned cart, loyalty points, price

reductions)

• Good customer service

THE VALUE OF CONVENIENCE

© 2013 MICROS

WHICH IS MORE CONVENIENT?

*Attributes source: Hugh Large & Associates

Attribute* Online Bricks and Mortar

Location/Access Win Complicated

Speed of Service Should win Complicated

Assortments/Availabilty Win Complicated

Price Same Same

Environment Complicated Complicated

© 2013 MICROS

NYC BIKE SHARE: EXPOSING INVENTORY

© 2013 MICROS

BEBE: EXPOSING INVENTORY

© 2013 MICROS

BEBE: EXPOSING INVENTORY

© 2013 MICROS

HANNAFORD: SHOPPING LISTS DRIVE TO STORE

© 2013 MICROS

TOURNEAU: FROM ONLINE TRAY TO IN-STORE TRAY

© 2013 MICROS

INTERFACES WHEREVER YOUR CUSTOMERS ARE

Q&A

David Bivins

Director of Strategy

MICROS Systems, Inc.

dbivins@micros.com

Desk: 917-267-1003

Mobile: 718-789-7779