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TRANSCRIPT
Customer Centricity in an OmniChannel
Environment
CUSTOMER CENTRIC
CULTURE
Belgium | Luxembourg | Germany
123 YEARS of Retail Experience
Fashion accessories & Creative haberdashery
125 Bricks&Mortars shops
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016
Apr 2013 : NEW Website
Nov 2013 : Launch Webshop
May 2014 : Launch Fidelity Card
2015 : . OmniChannel proof. Mobile App
2016 : Instore XP
80% of CEO’s believe their brand provides a superior customer experience.
8% of their customers agree.
(Bain & Company)
10 COMMANDMENTS FOR
CUSTOMER CENTRIC (R)ETAILING
10 COMMANDMENTS FOR CUSTOMER CENTRIC(R)ETAILING
1. Thou shalt Know thy customer2. Thou shalt Automate customer engagements3. Thou shalt Personalize the customer experience at every channel4. Thou shalt Empower sales associates and improve the store experience5. Thou shalt Surrender to self-service6. Thou shalt Embrace online communities, social media, and customer-to-customer
relationships7. Thou shalt Listen to and Nurture thy best customers8. Thou shalt Adapt branding to customer segments9. Thou shalt Integrate systems, channels, supply chain, and organization as a whole10. Thou shalt Join the ‘3rd’ Screen revolution
01 Thou shalt Know thy customer
It’s not about the data, it’s about the Story!
Embrace Business Intelligence to gain competitive advantage.KPI’s to monitor: Average transaction value, Average transaction size Customer Gross Profit, Customer Journey, Point of Purchase
We need Big Data…
01 Thou shalt Know thy customer
We need to create an Analytics Culture.
Why?
Ultimately, to try to predict trends .
01 Thou shalt Know thy customer
And we should really aim for ‘Real-time’ analytics.
Monitor Customer demands
Monitor Competitors
AnalyzeCampaign
Performance
Real-Time Inventory
Mapping the Customer Journey will lead to providing the best offer at the right time.
We need to create a sense of urgency and exclusivity by personalizing the message. We need to base it on the omni-channel behaviour of your customer:. Abandoned e-commerce cart email. Time-limited offers (coupon offers)
02 Thou shalt Automate customer engagements
02 Thou shalt Automate customer engagements
03 Thou shalt Personalize the customer experience at every channel
Retailers should be able to access a complete history of the customer’s purchases, and should be collecting valuable data such as customer preferences, contact information, lifestyle information, wish lists, and more.
Endless possibilities /opportunities for personalized touchpoints.
“A Multi-Channel customer spends at least 2x more than a single-channelcustomer. He/She also has a higherbuying frequency on yearly base.”
[Source: Internal Benchmark 2015 by Veritas]
03 Thou shalt Personalize the customer experience at every channel
We use ‘augmented reality’ on the new magazines
04 Thou shalt Empower sales associates andimprove the Store Experience
“Conversion rates increase as much as 9% when customers were assisted by Sales people with a high level of Product knowledge, and who demonstrate strong communication skills.”
Importance of Sales Training in increasing store traffic, conversion, average transaction value and gross margin.Not only in store, but even so with the Customer service.
05 Thou shalt Surrender to self-service
“Thanks, I’m just looking…” Sometimes a customer just wants to find the product without any help.Retailers should provide these customers with adequate tools.
. In store digital product browsing
. Order out-of-stock products
Within Veritas, we place instore “Kiosks”
06 Thou shalt Embrace online communities, socialmedia, and customer-to-customer relationships
Consumers are connected and more social than ever. They are communicating on your brand in open conversations.
”78% of cunsumers said that companies’ social media posts impact their purchases.”[Source: Forbes, Are Brands wielding more Influence in Social Media Than we thought?, 2012]
”71% of cunsumers are more likely to make a purchase based on Social Media Referrals.”
07 Thou shalt Listen to and Nurture thy best customers
“Not only do brand evangelists help lower your costs by acquiring new customers for you, they lower the cost of that acquisition by up to 50%.”
The goal is to enhance loyalty and convert Customers into Brand Evangelists and Advocates who will fuel viral word of mouth.
Remember that Brand Evangelists have a high ROI.
08 Thou shalt Adapt branding to customer segments
Shift from customer loyalty based on the sales channel, to Brand Loyalty. Independant of the sales channel…
Important to get your ‘relevant’ message noticable through the clutter.
Importance of:. Customer Segmentation and Profiling (buying personas). Adapt the right message to the right persona at the right time!
08 Thou shalt Adapt branding to customer segments
Inspire your Customers“Je hebt het ”
Inspire your Customers“Je maakt het ”
09 Thou shalt Integrate systems, channels, supply chain, and organization as a whole
“67% of online shoppers have made purchases in the past 6 months that have involved multiple channels.”
Mapping the “Customer Journey”
You would have thought that in 2015 every system would be communicating with another. But in reality…
Smartphones are transforming the retail experience. A study by Google has shown that more than 70% of smartphone shoppers use their phone in store to help with shopping.
Embrace the change…
1. Veritas Germany will start with Beacon Technology test project
2. Free Wifi In store in exchange for…
10 Thou shalt Join the ‘3rd Screen’ revolution
Customer Centricity in an OmniChannel
Environment
OMNICHANNELMARKETING IS A CONTINUOUS PROCESS
Collect Data
ü IT’S A CULTURE CHANGE…
ü IT’S NOT ONLY ABOUT DIGITAL…
üBETTER UNDERSTAND AND TARGET YOUR
(POTENTIAL) CUSTOMERS.
ü LISTEN TO YOUR CUSTOMERS .
üBETTER UNDERSTAND AND IMPROVE BUSINESS
PROCESSES .
ü EVERY INTERACTION IS A TOUCHPOINT.
ü BRIDGE ALL TOUCHPOINTS.
QUESTIONS?
ThanksE: [email protected]: 0473 54 10 65 T: BALLYSVEN