e-commerce berlin expo - lightspeed - henning hinz
Post on 14-Apr-2017
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Themerging ofonlineandofflineretail —whyit doesn’t have tobeaBraveheart battle
Henning Hinz,Director Sales,DACHLightspeed
Cloud-based Point of sale and eCommercesolutions
Acquired SEOshop fall 201535,000 retail, restaurant, and online retailers globally
€11 b in annual transactions
About Lightspeed
What we mean by omnichannel
How omnichannel differs from multichannel
Why you should care
What you will learn today
Omnichannel Buyer’s lifecycle
For her birthday, Emma receives a $100 gift card for her favourite local clothing retailer.1
2 She visits the store’s website and spends half the gift card on two shirts.
3 After they are delivered, she decides to keep the green one but return the orange one.
4 She walks to the store to make the return. She spends the rest of her gift card on accessories recommended by an associate, based on her earlier purchases.
5 A week later, Emma receives a personalized coupon on her mobile phone for a matching blazer - exactly what she needed.
Selling and communicating through multiple channels
Seamless experience as customers flow through online, mobile, and in-store channels
Multichannel Omnichannel
The path to purchase is rarely direct
87% ‘webroom’ or research online before purchasing
in-store
Consumers research and buy
across many devices & channels
82% consult their phones on
purchases they’re about to make in a
store
Smartphones accounted for 33%
of eCommerce traffic last year
25% ‘showroom’ or shop in-store for an item they later
buy online
Giving customers what they want
They want to browse from their mobile device, even while in-store
They want to buy online and pickup or return in-store
They are naturally combining channels as they browse, research, and buy
3 Reasons to invest in omnichannel
1More insightfulmarketing & sales data
• Recognize customers
• Personalize outreach
• Increase transaction sizes
• Measure ROI
2Seamless customerexperiences• Stronger brand recognition
• Unbroken buying continuum
• International & 24/7 expansion
• Cross-channel opportunities
Unified storeoperations
• Breakdown silos in your organization
• Integrated inventory
• Integrated reporting
3
Summary: The promise of omnichannel
End-to-end view of the customer
Stronger brand recognition
Consistently great customer experiences
Seamless data management
Conclusion
“You want customers? You need to get them where they are, and where they are is everywhere. You’d best be too.”
– Karen Goulart, Tech Target
Thankyou!
www.lightspeedhq.de
Visit us at
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