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Bricks-and-Mortar Online OnlyVS
How to Win the Omni-‐Channel Battle
CMA Webinar September 12, 2013
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Simon RodrigueVice President, eCommerce & General Manager Walmart.ca, Walmart Canada
Brian ClareyVice President, Client PartnershipsNurun
Today’s Speakers
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Introduction
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Keeping up with the consumer
of retailers say multichannel customers are signiCicantly more proCitable47%
of retailers say consumer expectations have outpaced their ability to deliver cross-‐channel experiences51%
SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013
IMAGE CREDIT: YELLOW, THE NOUN PROJECT
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Mobile shoppers are empowered shoppers
of consumers use devices in-‐store84%
of consumers are smartphone shoppers79%
SOURCE: MOBILE, IN-STORE RESEARCH, GOOGLE SHOPPER MARKETING AGENCY COUNCIL, APRIL 2013
IMAGE CREDIT: MATTHIEU MERCIER, THE NOUN PROJECT
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Handling newcompetitive (online)pressures
Canadian online shoppers have made purchases from retailers outside of Canada
68%
SOURCE: FORRESTER RESEARCH INC., JULY 2013IMAGE CREDIT: MICHAEL LOUPOS, THE NOUN PROJECT
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Handling newcompetitive (offline)pressures
American retailers are quickly invading the Canadian market
IMAGE CREDIT: JULIE SODERBERG, THE NOUN PROJECT
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Maximizing every interaction
The biggest attitudinal shift (from 14% only a year ago to 25% now) comes from retailers who now believe that the value of the digital channels is that they provide consumers with ‘everything you need to know’ to make the best purchase decisions.”
SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013
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Technology as unifier
SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013
Biggest organizational challenges to omni-‐channel success:3• Don’t have a single view of
customers across channels• Inventory and order management
not integrated• Store systems are too difficult to
change and adapt
IMAGE CREDIT: FRANCISCA AREVALO, THE NOUN PROJECT
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Takeaways
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Get the basics right
I think some people will think, ‘Well, we can just go out and buy it,’ but buying technology is just the starting point, you still have to put into place the return policies, the delivery policies.”Darren Meister, Associate ProfessorThe Richard Ivey School of Business
SOURCE: CROSS-BORDER ONLINE SHOPPING EMBRACED BY CANADIANS, HUFFINGTON POST, MAY 5, 2013
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Get the basics right
• Pricing transparency• Inventory visibility• Enhanced levels of service
Basics to ensuring that you’re maximizing the opportunity3
IMAGE CREDIT: EDWARD BOATMAN, THE NOUN PROJECT
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The Canadian consumer is heavily engaged, and basically is an active participant in the Internet economy and I think our companies need to follow suit.”
Colin McKay, Head of Public Policy & Government Relations, CanadaGoogle
Focus on consumersnot channels
SOURCE: CANADA ONLINE SHOPPING, E-COMMERCE LAGS G20 PEERS, HUFFINGTON POST, MARCH 19, 2013
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Focus on consumersnot channels
• Map your customer’s path to purchase
• Align features and functionality along their path
• Define a content strategy to drive the experience
Thought-‐starters to consider3IMAGE CREDITS: PATRICK; ADAM MULLIN; EDWARD BOATMAN; JORIS HOOGENDOORN; JUAN PABLO BRAVO; ED GRAY, THE NOUN PROJECT
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Context anddata drive utility
Use smartphones to Cind information while shopping rather than seeking out employees for help
33%
SOURCE: MOBILE, IN-STORE RESEARCH, GOOGLE SHOPPER MARKETING AGENCY COUNCIL, APRIL 2013
IMAGE CREDIT: MATTHIEU MERCIER, THE NOUN PROJECT
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Doing new thingsin new ways
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Omni-‐channel removes ‘channel’ from the equation and instead focuses on brand touchpoints and the overall brand experience. In so doing, it creates a sense of brand relationship that heightens customer satisfaction and engenders increased trust.”John Stelzer, Worldwide Industry LeadIBM Retail Smarter Commerce
Organize foromni-channel
SOURCE: WHEN IS OMNICHANNEL NOT OMNICHANNEL, RETAIL INFO SYSTEMS NEWS, SEPTEMBER 3, 2013
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Unified technicalplatform
Changes that will increase your chances of omni-‐channel success3• Design a single view of
customers across channels • Integrate inventory and order
management• Change store systems to
adapt to omni-channel opportunities
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Test and learn
We’re focused on creating in-‐store experiences and testing new technologies that make smartphones an even more useful shopping companion for guests in our stores.”
Eddie Baeb, Corporate CommunicationsTarget
SOURCE: TARGET TIGHTENS FOCUS ON MOBILE, MOBILE COMMERCE DAILY, AUGUST 30, 2013
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Thank youQuestions?
Bricks-and-Mortar vs. Online Only How to Win the Omni-Channel Battle