making leaders successful every day...customer desires vs. retailer capabilities: minding the...
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Making Leaders Successful Every Day
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Customer Desires Vs. Retailer Capabilities: Minding The Omni-Channel Commerce Gap
Peter Sheldon, VP & Principal Analyst March 25, 2014
@peter_sheldon
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© 2014 Forrester Research, Inc. Reproduction Prohibited
Agenda
›The omni-channel retail landscape in 2014
›Why omni-channel is now a customer imperative
›Mastering omni-channel, from organization to technology
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This year 52% of all US retail sales will either be influenced by, or occur online
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Online research is already ubiquitous across most merchandise categories
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Base: 1,503 multi-channel shoppers that have made a purchase in store or online in the past three months Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
Consumers have high expectations when it comes to channel integration
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The gap between consumers’ omni-channel desires and retailer
capabilities is widening
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55% of retailers are following their competitors instead of innovating
Base: 256 US and European retail and manufacturing decision-makers involved in digital commerce initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
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36% are investing in omni-channel to stay competitive with Amazon
Base: 256 US and European retail and manufacturing decision-makers involved in digital commerce initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
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The Amazon threat is very real
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Shipping costs are the #1 reason online shoppers go elsewhere
When the same product is available from multiple retailers at the same
price, 75% of consumers would buy from the retailer that offers expedited
(2 to 3) day free shipping
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Agenda
›The omni-channel retail landscape in 2014
›Why omni-channel is now a customer imperative
›Mastering omni-channel, from organization to technology
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Omni-channel excellence, requires investment in multiple capabilities
Base: 256 US and European retail and manufacturing decision-makers involved in digital commerce initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
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#1: Store Pick-up
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15
Future Shop & Best Buy Canada are redefining
the store pickup experience
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However, inventory accuracy issues still plague most retailers
“What percent of buy online pick up in store orders cannot be fulfilled due to inaccurate store inventory?”
10%
28%
23%
28%
8%
2%
Don’t know
Less than 2%
Between 2% and 5%
Between 6% and 10%
Between 11% and 20%
Greater than 20%
Base: 107 US and European retail and manufacturing decision makers involved in digital commerce initiatives currently supporting Buy-online, Pick-up-in-store or Reserve-online, Pick-up and pay in-store Source: A commissioned study conducted by Forrester Consulting on behalf of hybris/Accenture
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#2: Associate Enablement
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Associates need to be able to sell beyond the aisle
Results: 10 items
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Base: 1,503 multi-channel shoppers that have made a purchase in store or online in the past three months Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
When shopping in a store, consumers expect the associate to be online savvy
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#3: Store Inventory Visibility
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If you care about foot traffic, online store inventory info is an imperative
Base: 1,503 multi-channel shoppers that have made a purchase in store or online in the past three months Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
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Toys-R’-Us provide a glimpse of what true inventory transparency should look like
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#4: Ship From Store
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Most retailers initially invest in ship-from-store to prevent lost online sales
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There is often more to the business case than just saving online sales
Base: 256 US and European retail and manufacturing decision-makers involved in digital commerce initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
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“Enabling fulfillment from stores has been a huge advantage for our business. We were able to cut shipping costs by 18% while driving up revenue by 20%” Operations manager, books/media retailer
“Omni-channel fulfillment programs can give store based retailers an advantage over online pure plays, but as it stands today most retailers are not yet in a position to fully leverage their stores.” VP eCommerce, apparel retailer
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When store fulfillment is enabled, 19% of online orders are shipped from stores
“What percentage of your online orders are currently (or do you expect) to be fulfilled by stores?”
2%
12%
11%
17%
18%
32%
5%
5%
Not sure / don’t know
Less than 5%
5% to 9%
10% to 14%
15% to 19%
20% to 34%
35% to 49%
50% or more
“Approximately, what percentage of your brick and mortar stores will participate in online order fulfillment?
3%
13%
11%
20%
36%
4%
14%
Not sure / don’t know
Less than 20%
20% - 39%
40% - 59%
60% - 79%
80% - 99%
100% (all of our stores)
“You mentioned that you already (or are planning to) support the fulfillment of online (web) orders from stores...”
Base: 200 US and European retail and manufacturing decision makers involved in digital commerce initiatives who support (or plan to support) the fulfillment of online orders from stores Source: A commissioned study conducted by Forrester Consulting on behalf of hybris/Accenture
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#5: Ship-to-Store (and other convenient places)
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Same-day shipping pilot programs are on the rise
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Bass Pro Shops leverages their existing store logistics to lower the cost of online
shipping
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Customers hate these
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In Canada you can ship to a post office for no
additional cost
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In the UK, online shoppers can collect from over 5,000
local convenience stores for only £4
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Amazon now offers locker
pickup for free in many 7-11 and Staples
stores
Wal-Mart allow goods to be shipped to any FedEx office location
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Agenda
›The omni-channel retail landscape in 2014
›Why omni-channel is now a customer imperative
›Mastering omni-channel, from organization to technology
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1%
2%
7%
8%
13%
14%
14%
19%
21%
26%
27%
30%
Don't know
Other (please specify)
Head of digital
COO
CEO
Head of stores
Head of sales
Head of supply chain
CIO / IT
Head of Omni-channel
VP/SVP eCommerce
CMO
“Within your company, who is responsible for the strategy and execution of omni-channel order fulfillment?” (Select all that apply)
Base: 256 US and European retail and manufacturing decision-makers involved in digital commerce initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
Mastering omni-channel requires cross-functional alignment and co-operation
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Unfortunately, many retailers still fight over the customer
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Organizational silos between the online and offline divisions drive
the wrong behaviors
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In the age of channels, separate P&Ls worked Head of Stores SVP eCommerce VP Direct
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But in the age of the customer, they don’t
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Few retailers have a consistent strategy for revenue attribution across channels
Base: 256 US and European retail and manufacturing decision-makers involved in digital commerce initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
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Technology investments are key to tackling omni-channel tactics
Base: 256 US and European retail and manufacturing decision-makers involved in digital commerce initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
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Many hurdles exist – but the biggest is organizational change
Base: 256 US and European retail and manufacturing decision-makers involved in digital commerce initiatives Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
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49 Copyright © 2014 Forrester Research, Inc. All rights reserved.
› Accenture • accenture.com/omni-commerce
or accenture.com/seamless • @AccentureSocial or
@AccentureRetail
› hybris • hybris.com • @hybris_software
Contact the study sponsors to learn more
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Questions?
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Thank you Peter Sheldon [email protected] @peter_sheldon