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source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
growthoverallretail
+1.8%
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source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
growthnon-food
online
+19.2%
growthoverallretail
+1.8%
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source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
growthnon-food
online
+19.2%
growthoverallretail
+1.8%
onlineshare of
retail
+18.6%
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source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
growthnon-food
online
+19.2%
growthoverallretail
+1.8%
onlineshare of
retail
+18.6%
growthJohn Lewis
online
+22.6%
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AGENDA
1. omni-channel
2. challenges?
3. in practice
4. automotive?
5. conclusion
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AGENDA
1. omni-channel
2. challenges?
3. in practice
4. automotive?
5. conclusion
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mono-channel
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multi-channel
mono-channel
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cross-channel
multi-channel
mono-channel
360°communication
and360° sales
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12
93% of visitorsare store customers
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13 |
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14 |
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15 |
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OMNI-CHANNEL
omni-channel
cross-channel
multi-channel
mono-channel
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customer centric commerce
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THE CONNECTED STORE
benefits of offline: experience, service & advice merchandise in stock trust
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THE CONNECTED STORE
benefits of offline: experience, service & advice merchandise in stock trust
enriched with the internet… free wifi, screens, tablets,.. website, webshop,…
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THE CONNECTED STORE
benefits of offline: experience, service & advice merchandise in stock trust
enriched with the internet… free wifi, screens, tablets,.. website, webshop, app…
… & the benefits of online: access to info, reviews &
ratings order in-store & at home choice
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THE CONNECTED WEBSHOP
benefits of online: easy to shop choice content (orientation)
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THE CONNECTED WEBSHOP
benefits of online: easy to shop choice content (orientation)
enriched with “bricks”… connected stores,… pick-up & return points,…
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THE CONNECTED WEBSHOP
benefits of online: easy to shop choice content (orientation)
enriched with “bricks”… connected stores,… pick-up & return points,…
… & the benefits of offline: experience service & advice merchandise in stock trust
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OMNI-CHANNEL !!
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source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
growthnon-food
online
+19.2%
onlineshare of salesJohn Lewis ‘13
> 30%
growthJohn Lewis
online
+22.6%
growthJohn Lewis
click & collect
+62%
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26
“We are seeing about 34% of (pick-up) visits translating into additional sales in shop and that number is growing
exponentially at the moment.
It’s typically or increasingly for purchases that the customer didn’t think they would make. So it is quite
out with whatever they were going to collect.”
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TOP 10 BIGGEST ONLINE RETAILERS 2013 (EUR)
source: Internet Retailer
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AGENDA
1. omni-channel
2. challenges?
3. in practice
4. automotive?
5. conclusion
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36
“the launch of a webshopcompares to omnichannel,
like a weddingto life as a married couple”
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“We started to think about ourselves as a pure play e-commerce companythat happened to have really great, differentiated stores
in 500 locations around the world”Matthew Kaness, chief strategy officer for Urban Outfitters
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AGENDA
1. omni-channel
2. challenges?
3. in practice
4. automotive?
5. conclusion
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
touchpoints
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path topurchase
in-storeexperience
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
single viewof the
customer
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SINGLE VIEW OF THE CUSTOMER
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SINGLE VIEW OF THE CUSTOMER
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AGENDA
1. omni-channel
2. challenges?
3. in practice
4. automotive?
5. conclusion
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
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64 |
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
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“After having looked up information online, I often have the feeling that I know more about a product than the sales associate.”
source: “Retail in Belgium,” InSites/Vlerick, 2012 (n = 165)
0 10 20 30 40 50 60 70 80 90 100
9 10 37 24 20
totally disagree disagree neutral agree totally agree
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SERVICE 2.0
pre-digital
salesassociate:
knows littleabout a lot
ignorantconsumer:
knowsnothing
digital
salesassociate:
knows littleabout a lot
informedconsumer:knows a lotabout little
result
conversion:increasing
interactions:less & shorter
satisfaction:decreasing(customer& staff !!)
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from selling to helping to buy…
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
single viewof the
customer
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SERVICE 2.0
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
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AGENDA
1. omni-channel
2. challenges?
3. in practice
4. automotive?
5. conclusion
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Jamie Nordstromhead of Nordstrom Direct
“If we focus on the customer,the outcome will be right”
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
informationneed
currentmood
touchpoints
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digital dreams digital budget
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DNA context
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78
one sizedoesn’tfit all
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79
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CONCLUSION
80
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
@ginovanossel