John lewis
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Cross Channel: Maximise the benefits of integrating online with traditional wholesale models
Louise Salt 29th March 2012
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Maximising the Customer Journey - removing the boundaries between channels to deliver the best experience
Customer
Technology
Convenience
Partner
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Why Multichannel is important?
Customers interact with various channels before, during and post making a purchase
Each Customer becomes more valuable and more loyal
More visibility of customer behaviour to inform strategy and marketing initiatives/tactics
Three times the value of a single channel Customer
One customer, different needs at different times
Solution Demander Shopping Enthusiast Service Seeker
£££
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Strategies to become a seamless cross channel retailer
Technology/IT
Convenience
Partners/Infrastructure
• Click & Collect
• Continue to increase collection points, e.g. collect plus
• Mobile website
• Mobile gift vouchers
Customer
• Data Capture, e.g. E-mail, Card data, EPOS, logged in environment, CRM, surveys, loyalty schemes
• Converting single channel customers in to multi channel – e.g. through PACT or Kiosks
• Additional spend in store when they come to collect online orders (C&C) or return online purchases
• The right KPIs – e.g. virtual P&L, PACT sales attributed to stores
• Understand the cost implications of different channels to ensure profitability
• Training so in store employees have knowledge of online offer and can use website to drive sales.
• Employees ‘Think Omni-channel’ – it is a company wide philosophy
• Delivery proposition – e.g. supplier direct
• Mobile App
• User friendly kiosks
• Tablets in store
• Integrated systems so end to end visibility
• Wi-Fi in stores
• Virtual Fixtures
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Motivating customers to explore and purchase through all transactional channels
Marketing the Proposition
• Promote extended assortment online from stores.
• Promote one channel through another channel, e.g. local store info from online and online from stores.
• QR codes – provide wider reach
• Catalogues
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Translating brand identity and satisfying customer experience through all channels
Maintain Brand Identity across all channels; • Look & Feel • Tone of Voice • Service levels • Price architecture/proposition • Delivery
Maximise Content across all channels – tie it all together • Marketing • PR • Catalogues • In store - POS • Online – buying guides, editorials
Measure Success! • Sales • Net Promoter Score • Web Pulse • Ratings & Reviews • Surveys • Testing/Analytics • Call Centre • Social
Watch Outs! • Conversion
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A seamless approach….
In Store Online
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Maximising the Customer Journey by removing the boundaries between channels will be key to success in the future….
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