Post on 25-Feb-2019
Customer Centric RetailingCustomer Centric RetailingThe CrossThe Cross--Channel Customer Interaction PlatformChannel Customer Interaction PlatformThe CrossThe Cross Channel Customer Interaction PlatformChannel Customer Interaction Platform
IBM Smarter Industries Summit 2010 IBM Smarter Industries Summit 2010 -- RetailRetail
IBM WebSphere Commercep
© 2010 IBM Corporation
Peter Pang
eCommerce Sales Leader, Asean
IBM Software Group
Agenda
The Evolution of the Connected Consumer
The Impact of the Connected Consumer on the Shopping Process
Next Generation e-Commerce becomes the C Ch l C t I t ti Pl tfCross-Channel Customer Interaction Platform
Summary Thoughts
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation2
What is changing in the consumer’s world…..
is changing the world
of Retail
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation3
of Retail
The ‘consumerization’ of technology is changing the way consumers interact, obtain information, and purchase items
25.6% of the world’s population,1.73 billion people are online
4.6 Billion mobile subscribers 116% in Europep p
and is estimated to reach2.2 billion by 2013
p91% in U.S.
80% in Brazil54% in China54% in China38% in India
505 million bil I77% of online shoppers
use peer ratings and reviews when making purchases
mobile Internet users worldwide in 2009,
increasing to
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation44 9/3/2010
g p>1 Billion by 2012
Source: Internetworldstats.com; Strategy Analytics; Informa; Teleco; eMarketer, Cellular-News; IDC
As a result, consumers are becoming SMARTER –increasingly informed, empowered, and demanding
Consumers expect h i d fl ibili
They want service
choice and flexibility
ywhenever, wherever, however. They set the termson how Consumersthey will interact
Consumers demand timeliness
and relevance
Consumers are increasingly informed
and knowledgeableThey demand interactions are relevant to their shopping occasion and
Armed with information they seek to maximize
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation55
s opp g occas o a dfulfilled in a timely manner
ypersonal value
Source: IBM Global Retail Industry
OmniOmni--PresentPresent
And their interactions are becoming more diverse – and multiplying!
Mobile
Web Site
Social Web
Store POSCall Center
Store Kiosk
Li it dLi it d E dlE dl
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation6
LimitedLimited EndlessEndless
Source: IBM Global Retail Industry
Agenda
The Evolution of the Connected Consumer
The Impact of the Connected Consumer on the Retail Shopping Process
Next Generation e-Commerce becomes the C Ch l C t I t ti Pl tfCross-Channel Customer Interaction Platform
Summary Thoughts
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation7
Asia Pacific Online Shopping Statistics
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation8
2. Consumers obtain different value from each touchpoint and consequently are deconstructing the shopping process
Consumer Customer
AwarenessAwareness PurchasePurchase ReceiveReceive Service &Service &SupportSupport
Browse & Browse & ResearchResearchAwarenessAwareness PurchasePurchase ReceiveReceive Service &Service &
SupportSupportBrowse & Browse & ResearchResearch
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation9Source: IBM Global Retail Industry
3. Consumer expectations continue to rise – but don’t distinguish between channels / touch points; only Brands
Consumer Customer
AwarenessAwareness PurchasePurchase ReceiveReceive Service &Service &SupportSupport
Browse & Browse & ResearchResearchAwarenessAwareness PurchasePurchase ReceiveReceive Service &Service &
SupportSupportBrowse & Browse & ResearchResearch
Gi i t th bilit t hChoice Giving customers the ability to shop how they want
Consistency Ensuring fulfillment of brand promise and customer expectationsy and customer expectations
Context Providing the right interaction at the right time
Continuity Enabling seamless “flows” across touchpoints
Community Facilitating a social and emotional connection
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation10Source: IBM Global Retail Industry
Continuity Enabling seamless flows across touchpoints
The value of the Store influences online shopping
M t l d f t h f
Must Have Nice to Have
Most valued features as shoppers move from Online to Store in the shopping process
45%
47%
42%
45%
I want to locate the nearest store using an online storelocator feature
I want to check if an item is available at a local storewhile browsing online
31%
32%
55%
46%
I want to redeem a coupon or promotion I find onlinewhile shopping in the store
I want to purchase an item online and then return it toa store
26%
27%
56%
49%
I want to purchase a gift card online that may be
I want to earn reward points while shopping onlineand redeem the points when shopping in the store
I want online item information and item reviewsavailable while in the store
15%
15%
20%
62%
60%
48%
I want to reserve an item online for purchase and pick-
I want to purchase an item online for pick-up in thestore
I want to purchase a gift card online that may beredeemed while shopping in the store
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation11
15% 62%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I want to reserve an item online for purchase and pickup in the store
Just as the value of the Web influences in-store shopping
Most valued features as shoppers move from Store to Online in the shopping process
Must Have Nice to Have
44%
57%
43%
35%
I want to be able to o btain o nline info rmatio n abo ut the item (no tprice related) while in the sto re
I want to be able to check fo r pric ing, pro mo tio ns, co upo ns andspecials o nline befo re purchasing
25%
26%
56%
44%
I want to earn reward po ints while sho pping in the sto re and redeemthe po ints when sho pping o nline
I want to purchase a gif t card in the sto re that may be redeemedwhile sho pping o nline
17%
18%
49%
39%
I t t b bl t h it i d i th t ith th
I want to purchase an item in the sto re and be able to init iate areturn o nline (e.g. create a return mailing label)
I want to view my sto re purchase histo ry while I am o nline
12%
13%
37%
38%
I want to use a kio sk in the sto re to purchase items that are o ut o f
I want to create a sho pping list , wish list o r registry list in the sto reand be able to access that list o nline
I want to be able to share items viewed in the sto re with o therso nline fo r review and feedback
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation12
8% 40%
0 % 10 % 2 0 % 3 0 % 4 0 % 50 % 6 0 % 70 % 8 0 % 9 0 % 10 0 %
I want to use a kio sk in the sto re to purchase items that are o ut-o f-sto ck o r fo r special o rders o nline
The new business imperative is to serve customers as a single brand, regardless of channel, touch point or device
Point of Sale Web Site Consumer Mobile Kiosk Employee
Mobile Contact Center
Purchase
Research & Browse Awareness
Research & Browse
Purchase
Awareness
Decision InIn--Store Store Shopping Shopping
ExperienceExperience
OutOut--ofof--Store Store Shopping Shopping
ExperienceExperience
Decision
Collect & R i
Transact & Pay
Service & Support
Transact & Pay
Collect &R i
Service & Support
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation13
Source: IBM Global Retail Industry
Receive Receive
Agenda
The Evolution of the Connected Consumer
The Impact of the Connected Consumer on the Retail Shopping Process
Next Generation e-Commerce becomes the C Ch l C t I t ti Pl tfCross-Channel Customer Interaction Platform
Summary Thoughts
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation14
As cross channel interactions grow in complexity and become increasingly fragmented
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation15
We will have to change the way we market, build relationships, and deliver brand value
Data
Fulfillment
Suppliers
Resellers / DealersLegacy systems
Back-end
POS
Kiosk
Web
B2B sites Tele, mobileCustomer procurement /
systems
Retailers
DistributorsB2B / Partners
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation16
IBM’s Cross-Channel Customer Interaction Platform enables companies to deliver consistent, customer-centric experiences across multiple channels and touch pointsexperiences across multiple channels and touch points
Fulfillment
Suppliers
Data
Back-end
POS
Resellers / DealersLegacy systems
POS
Kiosk
Web
Retailers
DistributorsB2B / Partners
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation17
B2B sites Tele, mobileCustomer procurement /
systems
E l i h i b h i i k tiEvolving shopping behaviors require new marketing approaches
Cross Channel Precision Marketing Triggers Actions
– Web, Mobile, Cross Channel
– Social Participation Mobile Social Commerce
MobilePromotionsPrecision – Integrated with
ecosystem– Behavioral Order
Hi tBrowsing Point of SaleCross/Up Sell
Marketing Engine
Behavioral segmentation and personas based on interactions
History
KioskE il
Multi-Variate Testing Personalization Search
KioskEmaill
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation18
Landing Page Optimization
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation19
Cross-Channel Dialog: Register No ActionCustomer Registersg
Email Offer
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation20
Thank you for your registration. We’re running a special
on ____
Wait one week
Reward Active Participation
Change Banner $10 Off Next Order
Customer Writes 5 Reviews Send $10 Off SMS Coupon
Add to Active Participant Segment
Thank you for your review. Receive
$10 off next order
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation21
N t ti b d i l th iNext generation brand experiences leverage the unique value of each channel, touch point, and device
Online& EmailOnline& EmailMobile &
SMSMobile &
SMS
Kiosk/ATMKiosk/ATMCommunitiesCommunities
Contact Center
Contact Center
Widgets, (Internet, Desktop
& mobile)
Widgets, (Internet, Desktop
& mobile)
CenterCenter
Affiliate SitesAffiliate SitesSEO/SEMSEO/SEM
Affiliate Sites Affiliate Sites
Channels
Buy.com
Channels
Buy.com
“The Web’s primary value will evolve into the hub of
the customer relationship ”
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation22
Aggregators/ Portals
Aggregators/ Portals
New & Emerging Touch points
New & Emerging Touch points
the customer relationship. Forrester Research
Web 2.0 technologies empower your customers to shop the way choose
Mi i
Faceted S h
Mini Shop Cart
Search
Quick InfoInfo
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation23
Embrace social commerce and support the models your customers want to use
Oliver is shopping for an
Taps into his Facebook network of fellow Office Managers for their insight
office espresso machine
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation24
Asks Community if this is a good machine for office use
Extend the Brand Experience
Affiliate Sites Aggregators/ Portals
Communities Widgets, (Internet, Desktop & mobile)
Viral MarketingSearch and Comparison
Shopping EngineShopping Engine Optimization
Brand 1or microsite 1
Brand 2or microsite 2
Brand 3or microsite 3
Brand 4or microsite 4
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation25
or microsite 1 or microsite 3
Extend the Brand Experience
Affiliate Marketing Widgets Device Apps & Widgets
Affiliate Partner 1 Retail
Partner
B2B S l ti
Personalized Widgets
Solutions Partner
Deals
Coupons
Access my lists
My Community
Search
Social Network widgets & apps
Data
POS
Fulfillment
Suppliers
Retailers
Distributors
Resellers / DealersLegacy systems
Back-end
B2B / Partners
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation26
Kiosk
Web
B2B sites Tele, mobileCustomer procurement /
systems
Retailers
© 2009 IBM Corporation
Boots: Redefining Customer Interactions
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation27
Innovate the social commerce experience with Co-shoppingwith Co shopping
Leverage and extend the Communications Enabled Applications functionality inApplications functionality in WebSphere Application Server
Enhanced communications widgets utilizing REST services to share information from one peer session to another
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation28
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation29
Mobile Commerce delivers more than convenience
Mobile Store Model & Mobile Native Applications
Browse Catalog View Product Detail View Ratings & Reviews Compare Products
Native Applications– Product Information / Availability– Order Status / Tracking– Store / Stock Locator– Shopping List– Mobile Marketing
Mobile Message Support (SMS)
Mobile Transactions and Cross Search Products Add to CartSelect Pickup Store &
Checkout View Order Confirmation
Channel Support
Integrated into Cross Channel Precision Marketing withPrecision Marketing with support for Mobile triggers, actions
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation30
Mobile Coupon Wallet
Mobile Shopping
Browse Catalog View Product Detail View Ratings & Reviews Compare ProductsBrowse Catalog View Product Detail View Ratings & Reviews Compare Products
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation31
Mobile Transaction
Search Products Add to Cart Select Pickup Store & View Order ConfirmationSearch Products Add to Cart Checkout View Order Confirmation
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation32
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation33
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation34
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation35
Cross-Channel Customer Interaction Platforms will drive immersive in-store retailing experiencewill drive immersive in store retailing experience
Extend cross channel commerce experiences intocommerce experiences into the store
Web Based POS
Store based proximity services
Continued investments in in-store touch points, processes, and experienceprocesses, and experience optimization
Digital Signage
Ability to centrally manage all of these digital touch points
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation36
points
Cross-channel processes provide the foundation for cross channel interactionsfoundation for cross channel interactions
Buy Online and Pickup In-store (BOPIS)
Or Reserve Online and– Or Reserve Online and Pay/Pickup In-store
Endless Aisle– Buy out-of-stock items in-store
and ship to home
DOM Integration– Store inventory visibility
O d t f i t– Order transfer, inventory allocation, and status update
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation37
Sears: Defining Cross-Channel Commerce
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation38
Agenda
The Evolution of the Connected Consumer
The Impact of the Connected Consumer on the Retail Shopping Process
Next Generation e-Commerce becomes the C Ch l C t I t ti Pl tfCross-Channel Customer Interaction Platform
Summary Thoughts
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation39
Summary Thoughts
Th ‘ i ti ’ f t h l i h i thThe ‘consumerization’ of technology is changing the way consumers interact, obtain information, and purchase items
The proliferation of consumer touch points has allowed consumers toThe proliferation of consumer touch points has allowed consumers to deconstruct the shopping process
Consumers obtain different value from touch points they interact; idi h t it t t h lproviding a huge opportunity to engage customers across channels
This requires retailers to provide a consistent, continuous, and relevant shopping experience as consumers shop across multiple touch pointsshopping experience as consumers shop across multiple touch points
When you develop the optimal shopping experience, always consider cross-channel customer interactions
Next generation e-commerce platforms will evolve into a retailers’ “Customer Interaction Platform” – bridging customer interactions across touch points and enabling retailers to deliver a more seamless
Next Generation e-Commerce: The Cross-Channel Customer Interaction Platform9/3/2010 © 2010 IBM Corporation4040 9/3/2010
across touch points and enabling retailers to deliver a more seamless and relevant shopping experience