unified commerce goes beyond omnichannel, putting the customer
TRANSCRIPT
![Page 1: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/1.jpg)
![Page 2: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/2.jpg)
Delivering the Goods:Revolutionizing the Customer Experience
![Page 3: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/3.jpg)
Chief Operating Officer
Michael Harvey
![Page 4: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/4.jpg)
![Page 5: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/5.jpg)
![Page 6: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/6.jpg)
![Page 7: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/7.jpg)
![Page 8: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/8.jpg)
Retailers will be able to interact with customers through countless channels— websites, physical stores, kiosks, direct mail and catalogs, call centers, social media, mobile devices, gaming consoles, televisions, networked appliances, home services, and more. Unless conventional merchants adopt an entirely new perspective—one that allows them to integrate disparate channels into a single seamless omni-channel experience.— Harvard Business Review, 2011
![Page 9: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/9.jpg)
![Page 10: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/10.jpg)
![Page 11: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/11.jpg)
![Page 12: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/12.jpg)
websitesPHYSICAL STORES
kios
ks
direct mail
catalogs
CALL CENTERSsocial media MOBILE DEVICES
gaming consoles
televisions
networked appliances
homes
CA
RS
ther
mos
tats
fridges
brow
sers
mobile wallets
mes
sagi
ngsearch boxes
![Page 13: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/13.jpg)
If not “Omnichannel,” then?
Seamless
![Page 14: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/14.jpg)
If not “Omnichannel,” then?
Seamless
![Page 15: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/15.jpg)
If not “Omnichannel,” then?
Coherent
![Page 16: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/16.jpg)
If not “Omnichannel,” then?
Coherent
![Page 17: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/17.jpg)
If not “Omnichannel,” then?
Integrated
![Page 18: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/18.jpg)
If not “Omnichannel,” then?
Integrated
![Page 19: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/19.jpg)
If not “Omnichannel,” then?
“Digical”
![Page 20: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/20.jpg)
If not “Omnichannel,” then?
“Digical”
![Page 21: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/21.jpg)
If not “Omnichannel,” then?
Branded? Personalized?
![Page 22: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/22.jpg)
If not “Omnichannel,” then?
Branded? Personalized?
![Page 23: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/23.jpg)
The Revolution will be
UNIFIED
![Page 24: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/24.jpg)
Prediction is difficult,especially about the future. — Niels Bohr
![Page 25: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/25.jpg)
Retail is DeadLong Live Retail
![Page 26: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/26.jpg)
Retail guys are going to go out of business and ecommerce will become the place everyone buys.— Marc Andreesen, 2013
![Page 27: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/27.jpg)
![Page 28: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/28.jpg)
Ecommerce as Percentage of US Retail Sales
![Page 29: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/29.jpg)
![Page 30: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/30.jpg)
103Mvs
102MSource: NRF
![Page 31: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/31.jpg)
Source: ShopperTrak and Adobe Digital Index
vs$2.8B $10.4B
up 14.3 % down 12 %
![Page 32: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/32.jpg)
36%
Black Friday Sales
50% 30%
Black Friday Traffic
Up
![Page 33: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/33.jpg)
21%
Smartphone Online Sales
45%
Black FridayTraffic
![Page 34: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/34.jpg)
I should say the death of the store has been greatly exaggerated.— Devin Wenig, CEO, eBay
![Page 35: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/35.jpg)
Physical Retail
92%
![Page 36: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/36.jpg)
Ecommerce captured by merchants with physical stores
50%
![Page 37: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/37.jpg)
Instore purchases influenced digitally
68%
![Page 38: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/38.jpg)
Higher lifetime value of customers who shop more than one channel
30%
![Page 39: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/39.jpg)
What we’ve discovered is having an offline component and building a pioneering online and offline model is actually the secret to building a great business.— Andy Dunn, Founder, Bonobos
![Page 40: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/40.jpg)
Whirlwind Behind the Scenes Tour Of Unified Commerce
Building the Unified Customer Experience
![Page 41: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/41.jpg)
The Unified Customer ExperienceNeeds a Unified Commerce Platform
![Page 42: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/42.jpg)
The Unified CustomerExpects a Unified Experience
![Page 43: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/43.jpg)
Shopping journey today is fragmented and complex
![Page 44: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/44.jpg)
Unified commerce goes beyond omnichannel, putting the customer experience first, breaking down the walls between internal channel silos and leveraging a single commerce platform. The idea of a single, centralized, real-time platform for all customer engagement points is a key tenet of unified commerce. A unified commerce platform is not simply the future in-store or web platform, but combines POS, mobile, web, call center, and clientelling into one single integrated platform. It has become the new retail imperative. Source: BRP, “Unified Commerce is the Goal, “Faux” Omni-channel is the Reality,” March, 2016
![Page 45: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/45.jpg)
Customer Led
![Page 46: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/46.jpg)
Customer Priorities
Source: yStats - Omnichannel Trend in Global B2C E-Commerce and General Retail, 2015, as cited in “Profitable Omnichannel Retail,” Payvision
![Page 47: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/47.jpg)
Merchant Priorities
Source: ibid
![Page 48: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/48.jpg)
The Unified Customer Expects a Unified Experience
Source: Forrester
![Page 49: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/49.jpg)
Stores Without Inventory
![Page 50: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/50.jpg)
Unified Customer Experience
• Unified Payments and Shopping Cart• Unified View of Customer• Unified Inventory
Which requires a...
UNIFIED COMMERCE PLATFORM
![Page 51: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/51.jpg)
Unified Payments & Shopping Cart
• “Invisible Payments” (e.g., Über)
• Mobile Point of Service (MPOS)
• Consolidated, Global PSP Solutions
• Tokenization and Tokenized Tokens
• Cross-channel gift cards & coupons
© 2016 Corra Technology, Inc.
![Page 52: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/52.jpg)
Unified View of Customer
• Single Canonical “view of the truth”
• Recognize customer early and in any channel
• Persistent Cross-Channel Profile
• Cross-Channel Loyalty Program
• Empowered Associates In-Store
• Personalization (Predictive Sort, Predictive Email)
![Page 53: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/53.jpg)
Unified View of Customer
![Page 54: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/54.jpg)
Unified View of Customer
![Page 55: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/55.jpg)
Available: Fragmented Inventory
610
50
30
![Page 56: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/56.jpg)
Unified Inventory
![Page 57: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/57.jpg)
Delivering the GoodsThe Unified Commerce Platform
![Page 58: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/58.jpg)
Progress towards a Unified Commerce Platform
![Page 59: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/59.jpg)
UCP Roadmap Top Ten List1. Form a cross-functional steering committee
2. Perform primary and secondary customer research to determine customer priorities
3. Perform competitor research to identify areas where you may already be lagging
4. Establish key goals and success metrics
5. Establish budgets, select technology(s) and implementation partner(s)
6. Identify which platforms and systems will be upgraded, integrated with, or replaced Prioritize
features of first release to map best to customer priorities and business objectives
7. Work on organizational realignment
8. Train staff across all channels
9. Launch Release 1 and continue to iterate
10. Stay agile but patient
![Page 60: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/60.jpg)
Top 10 ListUCP Roadmap
![Page 61: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/61.jpg)
1 Steering Committee
![Page 62: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/62.jpg)
![Page 63: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/63.jpg)
Steering Committee Activities
![Page 64: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/64.jpg)
2 Customer Research
![Page 65: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/65.jpg)
Source: yStats - Omnichannel Trend in Global B2C E-Commerce and General Retail, 2015, as cited in “Profitable Omnichannel Retail,” Payvision
![Page 66: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/66.jpg)
Source: Interaction Design Foundation
![Page 67: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/67.jpg)
![Page 68: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/68.jpg)
3 Competitor Research
![Page 69: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/69.jpg)
4 Key Goals + Success
![Page 70: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/70.jpg)
5 Budgets + Technologies + Implementations
![Page 71: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/71.jpg)
Systems Integration Source: Mulesoft
![Page 72: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/72.jpg)
6 Identify Priorities + Business Objectives
![Page 73: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/73.jpg)
7 Organizational Re-Alignment
![Page 74: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/74.jpg)
90%
Consolidate consumer-facing IT
![Page 75: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/75.jpg)
8 Train Staff Across All Channels
![Page 76: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/76.jpg)
9 Launch Release+ Continue to Iterate
![Page 77: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/77.jpg)
10 Stay Agile But Patient
![Page 78: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/78.jpg)
Stay Agile But Patient
![Page 79: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/79.jpg)
Customer LedAgility & Innovation
![Page 80: Unified commerce goes beyond omnichannel, putting the customer](https://reader034.vdocuments.us/reader034/viewer/2022042707/58a1bc9a1a28abb0468bf865/html5/thumbnails/80.jpg)
Thank You