Post on 28-Jun-2020
Intensify the Customer Connection:
Extend the Online Experience In-Store (and Everywhere)
June 28, 2013
© 2013 MICROS
WHAT WE’LL TALK ABOUT
• What is omni-channel?
• Today’s omni-channel shopper
• What’s it look like?
• The omni-channel ecosystem
• The value of convenience
• Real-world examples
• Greasing the skids of online conversion
© 2013 MICROS
WHO I AM
David Bivins
Director of Strategy
Bringing together the best elements of all
our transactional systems to create
profitable and compelling customer
experiences.
ABOUT MICROS
© 2013 MICROS
RESTAURANTS RETAIL HOTELS SPORTS ARENAS
AIRPORTS THEME PARKS CRUISE SHIPS CASINOS
MICROS Systems, Inc.
NASDAQ (MCRS)
MICROS Provides Mission Critical, Enterprise
Software and Hardware Applications for the
Hospitality and Retail Industries Worldwide.
MICROS SYSTEMS, INC.
© 2013 MICROS
MARKETS IN 180 COUNTRIES
Food Service 370,000
• Fine Dining • Fast Casual • Quick Service • Canteen & Catering • Leisure & Entertainment
Retail 165,000
• Speciality Retail
• Fashion Apparel
• Hard Goods
• Grocery
eCommerce 2,000
Cross Market Verticals
• Hotel
• Food Service
• Retail
Hotel 30,000
• Individual Hotels
• Chain Hotels
• Resorts
• Cruise
WHAT IS OMNI-CHANNEL?
© 2013 MICROS
OMNICHANNEL “NOT-ME” CHANNEL
-15%
Nine days later (two days ago), they hacked together a solution for me and responded to my email.
© 2013 MICROS
WHAT IS OMNI-CHANNEL?
Your customer doesn’t see her world in channels.
She might see your brand in channels, and that’s a problem.
Omni-channel is the idea that you can meet your customer’s
needs and expectations wherever she is, whenever she wants.
TODAY’S OMNI-CHANNEL SHOPPER
© 2013 MICROS
CATALOG/
DIRECT
POS
PHONE
SEO
WEB
SOCIAL
EVENTS
YOUR CUSTOMER’S TOUCHPOINTS
© 2013 MICROS
MOBILE IS COMPUTING
For many people,
“computers” are the
devices in their
pocket, not laptops
and desktops. - Mark Rogowsky, Forbes.com, April 11, 2013
© 2013 MICROS
UNDERSTAND THE USER EXPERIENCE
Tablets aren’t mobile.
They’re your laptop from
8 to midnight. - Josh Himwich, Shop.org Annual Summit, 2012
© 2013 MICROS
MOBILE EXTENDS
14
CATALOG/
DIRECT
POS
PHONE
SEO
WEB
SOCIAL
EVENTS
DO YOU KNOW YOUR CUSTOMER?
© 2013 MICROS
PERSONA(S) DEVELOPMENT
Who is she?
Where does she begin consideration?
Where is she in your marketing mix?
In the competitive marketing mix?
What channels does she use? When? Where?
DEVELOP PERSONAS AND TEST AGAINST THEM. WHAT WOULD SHE DO/THINK/FEEL?
WHAT’S OMNI-CHANNEL LOOK LIKE?
© 2013 MICROS
THE HOLY GRAIL: ONE SYSTEM OF RECORD
One Customer
One Product
One Promotion
(etc.)
One System
MCP
Store Mobile / Tablet Desktop
Point of Sale
MCP
Order Broker
Customer
Management
Order
Management
Product
Management Content
Management
Promotions
Commerce
Loyalty
PCI
PA-DSS
Telephone /
Customer Service
© 2013 MICROS
THE PROBLEM
Preparation is easy.
Execution is really,
really difficult.
© 2013 MICROS
CREATING EXPERIENCES
ACTION (User)
REACTION (System)
MEASUREMENT (System)
WHAT EVENTS/EXPERIENCES CAN YOU CREATE? WHAT ARE YOU DOING TO MEASURE THEM?
HOW ARE YOU EVALUATING THEM (A/B TESTING)? CAN YOU AUTOMATE THIS?
CRM QAS LOYALTY
© 2013 MICROS
DISTRACTIONS DEPRESS CONVERSION; A SMOOTH RIDE RAISES CONVERSION
• A good brand and/or the right product at the right price
• Product marketing, including search
• Product assortment and pricing on web (including mobile)
• Product sort and filtering
• Product detail and presentation (views, colors, etc.)
• Uninterrupted shopping (no jumping to cart with every add)
• Clear policies for tax, shipping, returns
• Guest checkout
• Multiple forms of payment (potentially split tender)
• Multiple forms of shipment (including a cheap one)
• Targeted followup (abandoned cart, loyalty points, price
reductions)
• Good customer service
THE VALUE OF CONVENIENCE
© 2013 MICROS
WHICH IS MORE CONVENIENT?
*Attributes source: Hugh Large & Associates
Attribute* Online Bricks and Mortar
Location/Access Win Complicated
Speed of Service Should win Complicated
Assortments/Availabilty Win Complicated
Price Same Same
Environment Complicated Complicated
© 2013 MICROS
NYC BIKE SHARE: EXPOSING INVENTORY
© 2013 MICROS
BEBE: EXPOSING INVENTORY
© 2013 MICROS
BEBE: EXPOSING INVENTORY
© 2013 MICROS
HANNAFORD: SHOPPING LISTS DRIVE TO STORE
© 2013 MICROS
TOURNEAU: FROM ONLINE TRAY TO IN-STORE TRAY
© 2013 MICROS
INTERFACES WHEREVER YOUR CUSTOMERS ARE
Q&A
David Bivins
Director of Strategy
MICROS Systems, Inc.
dbivins@micros.com
Desk: 917-267-1003
Mobile: 718-789-7779