EVOLUTION OF OMNI CHANNEL

Alex Ciorapciu, Head of Omni Channel Strategy

Omni Channel Example: priceminister.fr

shares data across channels™

Follow up E-Mail

UPS shares data across channels™

shares data across channels

Omnichannel personalization is

when user specific data is

available to all channels, in real

time.

What do we do?

Product-

Category

Feeds

Real

Time

Tracking CRM

3rd Partyexp: Weather

Offline

POS Loyalty

What should I show to this customer right now?

BIG DATA

Email Mobileetc.

Web Store Contact

Center

TOUCHPOINTS

etc.

UPS (User Profile Service)

Offline Data Ingestion

Generic Offline Data Ingestion

Personal Offline Data Ingestion

General Offline Data Ingestion

Generic Offline Data Ingestion

Generic Offline Data Ingestion

Generic Offline Data Ingestion

Benefits

1%incremental

site wide lift

AIV + 4.6%

AOV + 3.4%

RPS + 5.6%

Custom

Strategies

Local Styles

Personal Offline Data Ingestion (loyalty programs)

Personal Offline Data Ingestion (eReceipts)

Personal Offline Data Ingestion (loyalty programs)

Benefits

1.2%incremental

site wide lift

Key off

store

purchases

View

Through Conversion

Lift on recognized

shoppers

Personal Offline Data Ingestion (loyalty programs)

What is a View Through Conversion?

ID 2450

ID 8499

ID 1238

ID 2378

ID 8066

ID 5960

ID 1147

ID 2450

Items viewed online Items purchased offline

This is a view

through

conversion

Influence of the

online channel

on the

offline

world

CRM

CRM Data

In & Out

CRM

CRM Data coming in CRM Data going out

discover™

CRM

Personal Data

Historical Data

Personal Preferences

Classic CRM System

CRM

Adam Smith

Labour Way 1

Purchased Miele washing machine 12 OCT 2014

Classic CRM System

CRM

Personal Data

Historical Data

Speed

Personal Preferences

Live CRM System

CRM

Adam Smith

Labour Way 1

Purchased Miele washing machine 12 OCT 2014

Live CRM System

CRM

Benefits

360°

Real

Time

14 current

projectsFoundation

Use Case: Call Center

Call Center Integration

Call Center

Incoming Call from 0172 969 2882

0172 969 2882

=

HUBERT MEIER

CUST ID 12345

=

{RR} ID 5678

Caller: HUBERT MEIER, 0172 969 2882

MUSTER STR.1, 80687 MÜNCHEN

Looked at these products online

Recommendations Matching Offers

Use Case: Call Center

CRM

Who & What

&

Who’s using it?

What do

you need?

CRM

Benefits

22-30sec

shorter

calls

less

training,

higher

AOV

Use Cases: In Store

Sales Assistant Side Shoppers side

Sales Assistant Side

Clientelling in-store solutions

in.store

Clientelling Apps

Benefits

Better

Performance

Customer

Experience

AOV + 150%

Items +1.3

Enrich the

user profile

with offline

data

Store Entrance

Shopper’s app – Store entrance

Benefits

Local StoreMeasure

Frequency

Send offers based

on local store

preference

Use Case: Shopper’s app

Content based on Beacons

Category: Women’s Bags Category: Women’s Shoes Category: Perfumes

Enriching the User Profile

Enriching the User Profile with offline data

Category: Women’s Bags Category: Women’s Shoes Category: Perfumes

CATEGORY VIEWS

NYC Store: Women’s Bags

NYC Store: Women’s Shoes

NYC Store: Perfumes

Online: Perfumes

Online: Women’s Shirts

Online: Women’s Bags

…

User Profile User ID 2435

Use Case: Scanning products

Product Scan

Enriching the User Profile

Enriching the User Profile with offline data

Item scanned: YSL Bag

ITEM VIEWS

NYC Store: YSL Bag

Online: Chanel No5

Online: YSL Sandals

Online: Tank Top Stella

…

User Profile User ID 2435

Use Case: Shopper’s App

Benefits

Cart

abandonment

based on store

behavior

Consideration

in store data

Reverse

View Through

Conversion

What is a Reverse View Through Conversion?

ID 2450

ID 8499

ID 1238

ID 2378

ID 8066

ID 5960

ID 1147

ID 2450

Items scanned in store Items purchased online

This is a

reverse view

through

conversion

Use Case: Shopper’s App

Thank you

office@diginetica.com

8 (495) 134-4820

www.diginetica.com www.richrelevance.com