Integrated Enterprise Commerce Platform is Required to ......•Commerce is about the experience,...
Transcript of Integrated Enterprise Commerce Platform is Required to ......•Commerce is about the experience,...
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Why OMS+POS on a Common Data Model is Crucial for Unified Commerce
Jim Barnes
CEO
Jim Brownell
COO
A M E R I C A N F R E I G H T
F U R N I T U R E - M A T T R E S S
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SETTING THE CONTEXT
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The Age Digital Transformation
Your customers are empowered more than ever:
• Organizations used to own the experience
• Technology in customers hands has given them more choice and control
• Your customer now demands experiences along with their buying journey
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The Essence of Anytime / Anywhere Retailing
Where Demand is Generated and
Where it is FulfilledAre Now
Physically Disconnected!
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Unified Commerce
Single Channel
Legacy
2,000 Years
Multi-Channel
Reality
Last 30 Years
Omni-Channel
Aspiration
Last 15 Years
Unified Commerce
Nirvana
Present
Commerce is Rapidly Changing….
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The Customer is the Center of the Universe
WebsiteSocial Media
Signage
Apps
Employees
Catalog
Checkout
SMSAds
Mobile Website
Kiosk
Direct Mail
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Shopping Journeys Vary
Catalogrooming
45% of Consumers
Showrooming
56% of Consumers
Webrooming
82% of ConsumersResearch Buy
Source: BRP 2019 Consumer Survey
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Multiple Paths to Purchase
CustomerEngagement
Multiple System of Records
Item Inventory Customer& Order
Payment
Brick & Mortar
Point of Sale Physical Physical Physical Physical
Online (desktop and mobile)
e-Commerce Platform Virtual Virtual Virtual Virtual
Marketplace
Marketplace Platform Virtual Virtual Virtual Virtual
Customer Call Center
OMS Virtual Virtual Virtual Virtual
Path to Purchase
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Unifying Physical and Digital
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Unifying the Customer Experience Requires:
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Example Use Case
In-Store PurchaseCustomer wants the following:
Inventory in StoreShip to Customer’s Address
(avoid tax)
Inventory in StoreCustomer Takes With
No Inventory in Store (size)Ship to Customer’s Home
FACTS:• Multiple Orders/Transactions – 99% of retailers
cannot perform this customer engagement with ONE order/transaction
• Slow Process – The average engagement time is >10 minutes causing friction between the sales associate and the customer
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55%of retailers have an order
management system implemented
OMS is the Brains of the Operation
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30%of retailers will utilize
their OMS as the POS by EOY
OMS is the new POS
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OMS Benefits
• Pre and post cart order orchestration• Single shopping cart• Cross-channel inventory visibility and availability• Flexible ordering and delivery options• Simplified and flexible technology• Headless commerce architecture• Customer experience personalization
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American Freight Furniture & Mattress - Background
• 170+-Store Furniture Chain
• Every Day Low Price
• 3 Main Categories:• Upholstered Furniture
• Case Goods
• Mattress
• >$400M in Annual Revenue
A M E R I C A N F R E I G H T
F U R N I T U R E - M A T T R E S S
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American Freight’s Success Story
• Disparate Retail System Architecture• 34 instances of their POS
• No omni-channel capabilities
• Financials were run on 19 instances of QuickBooks across corporation …yes, QuickBooks!
• Homegrown content management solution
• No eCommerce platform
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American Freight’s Unified Commerce Vision
Omni-Channel Enablement Best Practices
Enterprise Inventory Visibility • Real-Time visibility to all inventory• Order/Reserve online capabilities
Buy Online/Pick-Up In Store • Accurate in-store inventory visibility (>98%)• Short fulfillment times (< 30 Minutes)• Customer notification (<2 Hours)
Ship-From-Store • Same day pick and pack (capacity analysis)• Efficient algorithms to manage fulfillment
Ship-To-Store • Easy process for store receiving • 3-Day SLA for ship-to-store orders
Endless Aisle • Structure staff training/testing on tools• Ease of use (same POS interface)
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Unified Commerce Delivered
St
PIM OMSStore
FulfillmentPOS
Microsoft Dynamics 365
eCommerce
Integration Platform as a Service
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American Freight’s Success Story
Results:
• Unified item and pricing across channels
• Gross margin by store improvements
• 360-degree view of customer
• From two order fulfillment options to multiple • Store to store
• Vendor to customer
• BOPIS
• Buy online ship from store
• Buy online ship to store
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Physical and Digital Success is Based Upon
Building Experiences for Life
Speed of Customer Speed of Business
Speed of Operations+
Satisfied Customers=+
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• Commerce is about the experience, not brand access
• Retail is thriving for those that embrace unified commerce (people, processes and technology)
• Unified Commerce platforms are the cornerstone to thrive in this global economy – not point application solutions
Actionable Takeaways from this session:
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Questions?Jim Barnes
CEO
Jim Brownell
COO
A M E R I C A N F R E I G H T
F U R N I T U R E - M A T T R E S S
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