webinar: how to increase omni-channel adoption with associates
TRANSCRIPT
How to Increase Omni-Channel Adoption with Associates
February 24, 2015
Some Housekeeping Details
The event is being recorded
Use the Q&A window
The Polling function
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The Focus of Today
o Omni-Channel Overview
o Challenges
o The Associate
o The Toys”R”Us Story Carol Leaman
CHIEF EXECUTIVE OFFICER AXONIFY
Shum Attygalle
DIGITAL MARKETING MANAGER AXONIFY
Brick & Mortar Stores
Pop Up Stores
Call Center
Website
Tablet/Mobile
Kiosks
Omni-‐Channel retailing provides a seamless approach to the consumer
experience through all available
shopping channels
Omni-Channel
Brick & Mortar Stores
Pop Up Stores
Call Center
Website
Tablet/Mobile
Kiosks
88%
of retailers have a cross-‐channel
strategy in place or are planning on adding one.
Omni-Channel
Source: The Omnichannel Challenge: Strategies that Work, Retail TouchPoints Research
Omni-Channel Retailing Delivers
Improved loyalty
Increased brand interacLons
Increased basket size
According to DeloiPe, mulLchannel consumers spend 82% more per transacLon than those who only shop in-‐store.
Source: Retail TouchPoints Research
Poll
In 2014, what % of US retail sales were influenced by digital channels?
A. 20%
B. 25%
C. 50%
D. 70%
As much as
50% of US retail sales are now influenced by digital, up from 14% just 3 years ago.
But, what happens when the consumer goes into the store?
5 Barriers to Success
Inaccurate Inventory
Poor System IntegraLon
Lack of Employee Enthusiasm
AcLonable AnalyLcs
Shi^ing Mindset
Source: Building Omni-‐Channel Retail from the Back End Up, Retail TouchPoints Research
Up-to-the-minute communication is critical. Consumers are far less forgiving of customer service ignorance across channel touch points.
Omni-Channel Retailing Brings New Challenges
Want sales associates to know stock status across
stores
72% of consumers want
to ask a sales associate for a
product recommendaLon
61%
Source: Customer Desires vs. Retailer CapabiliLes: Minding the Omni-‐Channel Commerce Gap, Forrester Research, January 2014
Up-to-the-minute communication is critical. Consumers are far less forgiving of customer service ignorance across channel touch points.
Omni-Channel Retailing Brings New Challenges
of the Lme consumers received informaLon from call centers that
was different from other channels
78% of the Lme store associates are occasionally or
frequently unaware of Web promoLons
77%
Source: Omni Channel Insights, April 2014, CFI Group
Poll
“When shopping in a physical store, I expect the sales associate to…”
A. Be an expert on the products offered in store
B. Be an expert on the products offered in store and online
C. AcLvely use the products offered
D. Be knowledgeable about my preferences and past purchases
E. None of the above
“When shopping in a physical store, I expect the sales associate to…”
Be an expert on the products offered in store
Be an expert on the products offered in store and online
AcLvely use the products offered
Be knowledgeable about my preferences and past purchases
None of the above
68%
45%
23%
14%
8%
Source: Customer Desires vs. Retailer CapabiliLes: Minding the Omni-‐Channel Commerce Gap, Forrester Research, January 2014
“40 percent of retailers reported that store associate training is a major barrier to omni-‐channel success. Hourly paid associates today are expected to be not only sales associates, but also product evangelists, customer service advocates, and distribuLon experts. Few retailers have made the necessary training investments to enable their store associates to effecLvely perform all these tasks.”
Source: Customer Desires vs. Retailer CapabiliLes: Minding the Omni-‐Channel Commerce Gap, Forrester Research, January 2014
One of the most important and cost-‐effecLve steps you can take to increase the success of your Omni-‐Channel strategy is to increase… Employee knowledge and enthusiasm.
Toys”R”Us Canada & The Omni-Channel Associate
Challenge: How to execute at the store level?
The Reality: To be successful, Toys needed their front-line associates to be educated and bought in.
Omni-‐Channel at Toys”R”Us is a top strategic priority.
Learning Challenges in Retail:
• Multi-generational workforce
• High turnover
• Inconsistencies from store-to-store
• Difficult & expensive to train simultaneously coast-to-coast
• Time off the floor
• Traditional training doesn’t work
The Solution: Toys”R”Us adopted an everyday bite-sized, gamified approach to deliver Associate training.
The Focus: They targeted 3 levels of learning.
Omni-‐Channel at Toys”R”Us is a top strategic priority.
The 3 Levels of Learning
What is Omni-‐Channel?
Why is Omni-‐Channel important – to the customer, the associate & Toys?
How do you make Omni-‐Channel happen day-‐to-‐day? 03 HOW
02 WHY
01 WHAT
Example of a “What”
01 WHAT
Example of a “Why”
02 WHY
Example of a “How”
03 HOW
How it works
Proprietary & ConfidenLal
Proprietary & ConfidenLal
Proprietary & ConfidenLal
Proprietary & ConfidenLal
Axonify In Action
Proprietary & ConfidenLal
Proprietary & ConfidenLal
Proprietary & ConfidenLal
Training in short-
bursts anytime on any device.
Embedded
Why it Works
The latest in behavioral psychology and retrieval based practices.
Brain Science
Short and fun, easy
to play games, social leaderboards
and rewards.
Gamification
Proprietary knowledge personalization algorithm.
Personalization
Axonify User Console
Proprietary & ConfidenLal
Benefits & Results
• Solid, consistent execution at the store level
• High voluntary participation
• Can measure: know who is “getting it”
• Significant knowledge growth
• Behavior change
• Allows L&D to be a true Omni-Channel partner
&
Questions & Answers
www.axonify.com