Multi-Channel Retailing:

Leveraging Multi-Channel Assets

© 2007 Charteris plc 24 September 20081

Martin Chitty | Imtiaz Kaderbhoy | Andrew McMillan |

Charteris plc, 39-40 Bartholomew Close, London EC1A 7JNTel: 020 7600 9199 Mob: 07815 541 698

Rizwan Tayabali | Jeremy Labram

Charteris = Business & IT Consultancy

Key Focus =

Customer Centric Multi-Channel Retailing

Agenda

Overview

3 Critical Challenges for Retailers

Learnings from Charteris’ Multi-Channel Retailing Survey

Focus Sessions

© 2007 Charteris plc© 2007 Charteris plc 24 September 20083

Focus Sessions

1.Changing to a Cross Channel Culture

2.Doing more with Existing Assets

3.Linking Assets Together

Summation

What’s happening in the market?What’s happening in the market?

3 Critical Challenges3 Critical Challenges

1. Channel Convergence

Seamless customer-facing culture, brand

and service across channels...

... build loyalty through compelling

cross-channel experiences

2. Social Consumer Behaviour

Maximise your engagement channels...Maximise your engagement channels...

... leverage social media and the web... leverage social media and the web

3. Credit Crunch

Innovate through “Low cost / High benefit”

multi-channel customer propositions...

...link up existing assets to create

new value-add services

We see an underlying theme...We see an underlying theme...

“Leveraging existing assets”“Leveraging existing assets”

Existing Assets =

People | Channels | Process | Technology

Gain

Competitive Advantage

Improve

Customer Service

Increase Sales

Revenue

Gain Market

Share

= Customer Centricity= Customer Centricity

BUT...BUT...

...easier said than done...easier said than done

Retailers currently face a lot of challengesRetailers currently face a lot of challenges

Lowest Scores

Responding to Customer

Needs

Improving Customer

Experience

Cross-Channel Culture

2. Doing more with

existing assets

1.

Changing Scores

Leveraging Existing Systems

Integrating Existing Systems

Shifting from Product to Customer Centricity

3. Linking assets together

Changing

Culture

Focus: 1Focus: 1

Changing CultureChanging Culture

3 Key Differentiators

Culture can be more powerful than colour!

What are the benefits of a

cross-channel culture?...

Channel Convergence

...loyalty through seamless multi-channel ...loyalty through seamless multi-channel

experiences

Focus: 2Focus: 2

Doing more with existing assetsDoing more with existing assets

Social consumer behaviour

Leveraging Social Media and the Web

Did you know?...Did you know?...

UK

17.1m

Adults

Only

This isn’t a youth thing

Image Source : Universal McCann Wave 3

Did you also know?...Did you also know?...

We’re already moving past Web 2.0?

Image Source : http://thepaisano.wordpress.com/2008/03/08/web-20-vs-web-30/

Back to Basics...

Web 1.0 vs Web 2.0Web 1.0 vs Web 2.0

Company to Consumer: Shut up and ListenCompany to Consumer: Shut up and Listen

Image Source: BK Group

Web 2.0

We’re in a 2-Way conversation

The Web as a Conversation Platform

They’re talking about...

The consumer conversation is underpinned

by Social Media

What can it do for your business?What can it do for your business?

How do you leverage it?How do you leverage it?

Leveraging Social Media is about getting

your consumers do your marketing for you

Some easy strategic decisions...Some easy strategic decisions...

Pick your dissemination channelsPick your dissemination channels

Maybe a bit of technologyMaybe a bit of technology

Some relevant human resourceSome relevant human resource

And lots of inter-personal engagement!And lots of inter-personal engagement!

Focus: 3Focus: 3

Linking Assets TogetherLinking Assets Together

The Credit Crunch

Joining up existing assets to create

new compelling services

Making 50 lbs do the job of 400 lbs

Existing Assets =

People | Channel | Process | Technology

Call centre

� Making things happen

Expensive shops

� Spare space

Web channel

� Small T/O, but

Take stock of your assets

happen for customers

� Trying to get the channels to coll-aborate

� Spare space

� Get it now

� Dealing with other people’s dirty washing

� Staff churn

� Small T/O, but

� Exciting YoY

� Masses of content

� All pervasive –extends reach

Single view of the customer - Oh really?

One stock file - Oh really?

Some ideas for linking assets... Some ideas for linking assets...

Multiple Channels to Multi-Channel

spend 50% or more

�Return product to store irrespective

of channel chosen

�Notification of delivery delays – via

mobile or email or phone

�Research in store

70%

Click & Collect

Who owns the sale?

Making it happen...Making it happen...

Some underpinning integration of

process and technology...

...and lots of Customer Centricity including

the “Voice of the Customer”

How can we help?How can we help?

SummarySummary

1. Start moving towards a

Cross-Channel Culture

2. Do more with your existing assets2. Do more with your existing assets

3. Look for opportunities to link your assets

together to create new propositions

Leverage your multi-channel assets!Leverage your multi-channel assets!

Thank-YouThank-You

The essential bridge between business and technology

ARC Retail Presentation

© 2007 Charteris plc© 2007 Charteris plc 24 September 200880

M. Chitty | I. Kaderbhoy | A. McMillan| R. Tayabali | J. Labram

Call any of us on +44 (0) 207-600-9199Email us at info@charteris.com

Visit our Website @ www.charteris.comDownload this @ www.slideshare.net/charterisplc

Charteris plc, 39-40 Bartholomew Close, London EC1A 7JNTel: 020 7600 9199 Mob: 07815 541 698