Delivering the Goods:Revolutionizing the Customer Experience

Chief Operating Officer

Michael Harvey

Retailers will be able to interact with customers through countless channels— websites, physical stores, kiosks, direct mail and catalogs, call centers, social media, mobile devices, gaming consoles, televisions, networked appliances, home services, and more. Unless conventional merchants adopt an entirely new perspective—one that allows them to integrate disparate channels into a single seamless omni-channel experience.— Harvard Business Review, 2011

websitesPHYSICAL STORES

kios

ks

direct mail

catalogs

CALL CENTERSsocial media MOBILE DEVICES

gaming consoles

televisions

networked appliances

homes

CA

RS

ther

mos

tats

fridges

brow

sers

mobile wallets

mes

sagi

ngsearch boxes

If not “Omnichannel,” then?

Seamless

If not “Omnichannel,” then?

Seamless

If not “Omnichannel,” then?

Coherent

If not “Omnichannel,” then?

Coherent

If not “Omnichannel,” then?

Integrated

If not “Omnichannel,” then?

Integrated

If not “Omnichannel,” then?

“Digical”

If not “Omnichannel,” then?

“Digical”

If not “Omnichannel,” then?

Branded? Personalized?

If not “Omnichannel,” then?

Branded? Personalized?

The Revolution will be

UNIFIED

Prediction is difficult,especially about the future. — Niels Bohr

Retail is DeadLong Live Retail

Retail guys are going to go out of business and ecommerce will become the place everyone buys.— Marc Andreesen, 2013

Ecommerce as Percentage of US Retail Sales

103Mvs

102MSource: NRF

Source: ShopperTrak and Adobe Digital Index

vs$2.8B $10.4B

up 14.3 % down 12 %

36%

Black Friday Sales

50% 30%

Black Friday Traffic

Up

21%

Smartphone Online Sales

45%

Black FridayTraffic

I should say the death of the store has been greatly exaggerated.— Devin Wenig, CEO, eBay

Physical Retail

92%

Ecommerce captured by merchants with physical stores

50%

Instore purchases influenced digitally

68%

Higher lifetime value of customers who shop more than one channel

30%

What we’ve discovered is having an offline component and building a pioneering online and offline model is actually the secret to building a great business.— Andy Dunn, Founder, Bonobos

Whirlwind Behind the Scenes Tour Of Unified Commerce

Building the Unified Customer Experience

The Unified Customer ExperienceNeeds a Unified Commerce Platform

The Unified CustomerExpects a Unified Experience

Shopping journey today is fragmented and complex

Unified commerce goes beyond omnichannel, putting the customer experience first, breaking down the walls between internal channel silos and leveraging a single commerce platform. The idea of a single, centralized, real-time platform for all customer engagement points is a key tenet of unified commerce. A unified commerce platform is not simply the future in-store or web platform, but combines POS, mobile, web, call center, and clientelling into one single integrated platform. It has become the new retail imperative. Source: BRP, “Unified Commerce is the Goal, “Faux” Omni-channel is the Reality,” March, 2016

Customer Led

Customer Priorities

Source: yStats - Omnichannel Trend in Global B2C E-Commerce and General Retail, 2015, as cited in “Profitable Omnichannel Retail,” Payvision

Merchant Priorities

Source: ibid

The Unified Customer Expects a Unified Experience

Source: Forrester

Stores Without Inventory

Unified Customer Experience

• Unified Payments and Shopping Cart• Unified View of Customer• Unified Inventory

Which requires a...

UNIFIED COMMERCE PLATFORM

Unified Payments & Shopping Cart

• “Invisible Payments” (e.g., Über)

• Mobile Point of Service (MPOS)

• Consolidated, Global PSP Solutions

• Tokenization and Tokenized Tokens

• Cross-channel gift cards & coupons

© 2016 Corra Technology, Inc.

Unified View of Customer

• Single Canonical “view of the truth”

• Recognize customer early and in any channel

• Persistent Cross-Channel Profile

• Cross-Channel Loyalty Program

• Empowered Associates In-Store

• Personalization (Predictive Sort, Predictive Email)

Unified View of Customer

Unified View of Customer

Available: Fragmented Inventory

610

50

30

Unified Inventory

Delivering the GoodsThe Unified Commerce Platform

Progress towards a Unified Commerce Platform

UCP Roadmap Top Ten List1. Form a cross-functional steering committee

2. Perform primary and secondary customer research to determine customer priorities

3. Perform competitor research to identify areas where you may already be lagging

4. Establish key goals and success metrics

5. Establish budgets, select technology(s) and implementation partner(s)

6. Identify which platforms and systems will be upgraded, integrated with, or replaced Prioritize

features of first release to map best to customer priorities and business objectives

7. Work on organizational realignment

8. Train staff across all channels

9. Launch Release 1 and continue to iterate

10. Stay agile but patient

Top 10 ListUCP Roadmap

1 Steering Committee

Steering Committee Activities

2 Customer Research

Source: yStats - Omnichannel Trend in Global B2C E-Commerce and General Retail, 2015, as cited in “Profitable Omnichannel Retail,” Payvision

Source: Interaction Design Foundation

3 Competitor Research

4 Key Goals + Success

5 Budgets + Technologies + Implementations

Systems Integration Source: Mulesoft

6 Identify Priorities + Business Objectives

7 Organizational Re-Alignment

90%

Consolidate consumer-facing IT

8 Train Staff Across All Channels

9 Launch Release+ Continue to Iterate

10 Stay Agile But Patient

Stay Agile But Patient

Customer LedAgility & Innovation

michael@corra.com

Thank You