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CONSUMER EXPECTATIONS ARE EVOLVING, IS YOUR

OMNICHANNEL STRATEGY ON TRACK?

Source: Forrester, PWC

Retailer Inventory Visibility

Consumers want the ability to check other

store or online stock quickly to improve the in-

store shopping experience

45%

86%

Multichannel Shopper

Global consumers shop across at least two

channels, while 25% are using four or five

channels to shop

50%

In-store Experience

Consumers expect the sales associate to have a

mobile device that enables them to look up

product information

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BECAUSE THE RACE FOR OMNICHANNEL SUPREMACY IS ON

Retailers Perception

Retailers indicate that multi-

channel customers are

significantly more profitable

than single channel customers

47%

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55%

Because Retailers are just playing catch-up

Retailers citing that their investments have

been driven by customers already expecting

mature omni-channel capabilities and the

need to play catch-up with their competitors

AND MOST OMNICHANNEL EFFORTS STILL SUCKS

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5 REASONS YOUR OMNICHANNEL RETAIL FAILS

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#1INABILITY TO FULFIL FROM BRICK-TO-CLICK

AND VICE VERSA

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Sara wants to go

shopping for a party

dress

She visits a retailer’s store

and likes a gown, but not

the color. She wants one in

green.

CONSUMERS TODAY EXPECT CROSS-CHANNEL FULFILLMENT AND

ARE WILLING TO SWITCH RETAILERS IF YOU DON’T PROVIDE IT

She finds the same items

available on the retailer’s

website from her mobile and

inquires with the store staff

On requesting for home delivery

from the online inventory, the sales

staff informs Mike that she needs to

order separately on the website

(

)

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#2YOUR IN-STORE EXPERIENCE HASN’T

EVOLVED FOR THE DIGITAL AGE

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TODAY’S CONSUMERS USE STORES MORE AS AN ‘EXPERIENCE

CENTER’

Tim visits an electronics

retailer’s store and is

looking to buy a digital

camera

On enquiring with the store rep

about the best camera’s available

and the features, Tim finds that

the rep is not knowledgeable

He searches for the product

information on another

online retailer’s website and

finds all information he needs

The price of the shortlisted

camera with the online retailer is

less than the store price. He

make the purchase with the

online retailer.

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#3YOU ARE NOT MAKING ENOUGH USE OF

CUSTOMER DATA TO SURPRISE THEM

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CONSUMERS WANT COMPANIES TO DEMONSTRATE THAT THEY

KNOW HER AND HER PURCHASE HISTORY

Rebecca visits a specialty

retailer’s website and

marks a few products as

favorites

After visiting the store,

she expects the store reps

to assist her with finding

the same products

In spite of being a loyal and

valued customer, the store

reps and checkout staff fail to

treat her as a priority customer

After making the purchase, she

receives an offer on her mobile for the

product that she has just purchased,

which leaves her even more frustrated.

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#4NOT BUILDING FOR A MOBILE-FIRST

EXPERIENCE

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CONSUMERS CONSIDER MOBILE AS THEIR ULTIMATE SHOPPING

COMPANION

Jim visits a retailer’s website

using a mobile to check for

products. The website is

however not mobile optimized.

Jim downloads the

retailer’s app on his

mobile from the app

store.

However, the app doesn’t

supports mobile commerce

and just serves the purpose

of store locator.

Jim visits the store, but the app

doesn’t offers any customized

content or product availability

information in store

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THE ROAD TO OMNICHANNEL SUCCESS

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PROBLEMS TO BE SOLVED FOR OMNICHANNEL SUCCESS

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CONSISTENT

CONNECTED CONTEXTUAL

CONVENIENCE

Consistent

Maintaining consistency of experience,

product, price, and promotion mix across

channels

Connected

Seamless and connected

experiences across channels to

the customer behavior of

switching between channels

Contextual

Connecting customer insights

with real-time data to provide

timely and contextual

interactions

Convenience

Customers want the convenience

to decide the channel, time, and

mode of shopping

💡

4 C’S OF OMNICHANNEL RETAIL

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… WITH 4 SKILLS CORE TO DIGITAL E-CONFIGURATION…

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STREAMLINE MULTICHANNEL ENGAGEMENT

Final Sales

Report

Develop and strengthen

e-commerce, mobile, and

social propositions with

consistency of

experiences, product,

promotion and price

across channels.

Enable shoppers to

“buy anywhere,

anytime, anyway”

Integrate Channels to

enable a seamless

shopping experience

Understand the customer’s

shopping journey and

integrate channels to

enable increased choice

and convenience for the

multichannel customer.

Support cross-

channel fulfillment

models

Allow consumers to

choose from options such

as buy online and pickup

in-store, buy in-store and

shipped to home, buy

online and ship from

nearest store

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DATA-DRIVEN PERSONALIZATION

Final Sales

Report

Break down data silos

across your organization

and build a single view of

customer. Combine profile

data with behavioral data

such as web clickstreams,

favorites, discount

redemptions.

Build a Single

Version of Truth

Predict the next

steps

Use real-time predictive

analytics to better

understand the customer

in terms of purchasing

habits, behavior,

preferences; and predict

the next purchase.

Personalize

promotions and

communications

Use customer analytics

for personalization

across areas such as

dynamic pricing, online

recommendations,

email and mobile

marketing.

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MAKE THE IN-STORE EXPERIENCE UNIQUE

Final Sales

Report

Digitally enabled In-store

engagement with

technologies such as

iBeacons, NFC, virtual trial

rooms, and augmented

reality applications,

Store as the

‘Experience Center’

Enhance store

technology

infrastructure

Such as mobile PoS,

digital wallets, Wi-Fi

enabled stores for product

research, store inventory

loyalty program signup, in-

store route guidance

Empowered store

associates

Provide tablets and

apps to sales

associates so that they

can help consumers

with purchase selection

assistance and

specialized product

knowledge

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Adopt a user-centered

approach while designing

for mobile. Key components

include usability, features,

content, and marketing

optimized for mobile.

Design for mobile-

first world

Mobile Marketing

Use promotions and

coupons specifically for

mobile to drive consumers

into stores. Use localization

technologies such as

iBeacons, geofencing to

make relevant, contextual,

and engaging offers.

Mobile Commerce

Take advantage of the

anytime, anywhere

access of mobile with

coupons, special offers,

and digital wallets to

support mobile

commerce.

MOBILE COMMERCE AND MOBILE-INFLUENCED COMMERCE

ADITI CAN NAVIGATE YOUR BUSINESS

THROUGH A DIGITAL TRANSFORMATION

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