Mastering the Retail Omni-Channel Experience with ALDO
Omar Zaibak Marketing Manager
Salesforce
Mike BoganRetail Solutions Architect
Traction on Demand
Serge RoseGM Customer Applications
ALDO
Today’s Agenda
1. What is Omni-Channel?
2. Key Trends & Challenges
3. Implementation Best Practices
4. Case Study: ALDO
5. Q & A
What is Omni-Channel?
Consistent customer experience across all communication touch points
Omni-Channel Brings You Closer to Your Customers
Luxury
Food & Drug
Quick Service Restaurants Mass Merchants
Department Stores
Specialty
From Multi-Channel to Personalized Shopper JourneyMulti-Channel Omni-Channel Personalized
Shopper Journey
CatalogeCommerce
Channels are connected.360° customer view
eCommerce
Store Catalog
Personalized engagement at each key moment of interaction across omni-channel journey
Store
Retailers Must Meet the New NormalPersonalized Experiences
Increasing competition
Flat growth, lower traffic
Experience vs. merchandise
Shopper: “Know me & make it easy.”
Retailer:“How do I keep pace?”
Online, mobile, in-store
Personalized & contextual
Inspire & delight
75% of shoppers want retailers to use personalinformation to improve shopping experience.
Forrester, How Customer Data Elevates Experiences, 2015
Personalized Experiences Require Engaged Associates
CollaborateNew operating model demands new skillset
EngageEmpowerment critical for meeting shopper expectations
SimplifyHigh attrition hurts customer journey
Source: Motorola, 2014
65% of associates want mobile devices to better serve shoppers
Lightning Fast InnovationPersonalize Retail Everywhere
New Business ModelsRenting vs Buying
New Engagement ModelsDigital revolution
New Industry ClockspeedMore change in 3 years than 50
$720M*Nordstrom Acquisition of Disruptors Hautelook
& Trunk Club*
Source: Tech Crunch, Chicago Tribune
Retailers Must Connect with Shoppers in a Whole New Way
Personalization Everywhere
Personalize every interaction across physical & digital
Super-charged Employees
Harness proven, popular social &
mobile tools
Lightning-fastInnovation
Quickly test & launch innovative ways
to execute
Company Profile: Traction on Demand
• Experienced: 9 Years Focused Solely on the Salesforce Platform
• 450+ customers, 1800+ projects & 300+ custom apps developed
• Largest dedicated Salesforce implementation partner in Canada
• 148 Employees, 200+ Certifications
• HQ in Vancouver, BC, 2nd office in Montreal, QC
• No outsourcing, no offshoring, no contractors
Retailers Face Unique Challenges
• Lack of a single view of the customer – at head office & in-store
• Disconnected sales, marketing & customer service
• Employee turnover & seasonal hiring
• Employee engagement & communications
Nearly Unlimited Possibilities on the PlatformWith Head Office to Stores Collaboration on a Unified View of the Customer
Support Office Storefront
Call Center 360 View
Customer Self-Serve Community & Knowledge Base
Mobile Apps
Chatter for Products
Events – Loyalty
Internal Community: Training & Motivation
Collecting the 360 @POS
Digital Store
360̊ view
eComm
Order management system
BI
ETL
Gamification
Social ListeningMarketing Automation
& Prediction
Where Do We Start?Three Potential Strategies for your SFDC Implementation
1. Salesforce Customer Data• Customer Call Center – Service Cloud• In-store mobile app – Salesforce1
2. External Customer Data• Marketing Automation – Marketing Cloud
3. No Customer Data• Internal Employee Portal – Community Cloud• Temporary Hiring – Force.com• Social listening & publishing – Social Studio• Customer Sign-in – Drava
Personal Shopping Appointment Sign-in with Drava
• Native Integration with
• Email & Chatter Notifications of Guest Arrival
• Customizable User Interface and Workflow
• “Type of Visitor” (Customer, Delivery, Partner, etc)
• Free 30 day trial, www.godrava.com
Upgrade Your Personalized Luxury Retail Experience
Customer 360: Key Decisions
Cleansing & Quality
Identity Aggregation
Data Model/ Relationships Governance Transactions Presentation
Company Profile: ALDO GroupALDO is the worldwide destination for on-trend fashion footwear and accessories at accessible prices. Positive, authentic, and bursting with personality, ALDO is the lifestyle brand for people stepping up in the world.
ALDO was founded in Montreal in 1972 and currently operates over 1,800 stores in 93 countries.
The ALDO Group also operates other well known brands:
• CALL IT SPRING• LITTLE BURGUNDY• GLOBO
Transactional back-end ecommerce system, email, and
lotus notes
Siloed View of the Customer Inconsistent ExperienceAcross Channels Limited Visibility
Challenges
Store, phone, email, chat, social Limited reporting capabilityData not centralized
Customer data model (360 view)Service Cloud implementation• Transactional data (POS), e-
commerce, social insights, etc.Automatic customer matches to incoming phone number & emailStreamlined agent workflow
Connected Operations from store managers to head officeHosting exclusive events for top customersCustom Eventbrite integrationIntegrated with SFDC through a party planning form (PPF) used in store
ALDO internal development project –no SI support requiredRedistribution of mismatched shoes
Customer Service A-List In-Store Events
ALDO Solution and Use Cases
Fix My Mix
Results
Streamlined processesFile complaints 50% faster (save 20+ hrs per month)
Faster onboarding30% reduction in training time (3 wks to less than 2)
Reporting and VisibilityInsights automatically sent 3x per day
360 view across channelsComplete view of the customer
An agile platform to rapidly innovate for continuous business success
1600+ cases closed and 100% adoption on first day of implementation
How Can We Increase Our Chances For Success?Strategic decisions will ensure success & drive adoption
ROI
Time Invested
Hire/assign Salesforce administrator at beginning of project
Identify Super Users
Identify Super Stores
Bite-sized projects
Participates in conversations about brand across social networks
Transforms the customer experience by building a suite of mobile apps, such a Style Guru
Responds to issues faster across multiple channels having customer agents use Service Cloud
ALDO Steps into the Future of Retail with Salesforce
Coming to Dreamforce ‘15?Connect with Salesforce & Traction in the Retail Showcase (Moscone West)
Mike Bogan, Traction on [email protected]
Omar Zaibak, [email protected]
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