INVITATION TO THE POST 80S

OMNICHANNEL PARTY

80后的全渠道盛宴Babs Ryan

Retail Principal, ThoughtWorks Retail12 December 2014

Typical Omnichannel Strategy

典型全渠道策略



分配Channel

品产Products

促销Promotion

客户Customer

客 向 户导 Customer Focus2012 2013 2014

全渠道客 体 将 注点从位置、 有 品、和价格 移到丰富人 的情感体 上去户 验 关 现 产 转 们 验Omnichannel customer experience will shift from places, existing products, and price

to enriching people’s emotional experiences

Trend 1 Humanity一 人性趋势



基于面 面的社区体 得更加重要 对 验变Face-to-face community togetherness is more valuable

千禧一代通 社交 物的概率是其他消 者群体的 倍过 购 费 两Millennials are twice as likely to shop with others

Trend 1 Humanity一 人性趋势



NIKE：从 鞋商到 建 步 好者的全球社区传统 构 跑 爱Nike: From selling footwear to building a global community of runners

-Yesterday: Nike sold footwear and apparel

-Now: Lifestyle/passion focus. Nike+ is runners’ club

-11 million runners

-6 countries

-Reduced ad spend by 40%

-Retail sales to $20bn.

Trend 2 EXPERIENTIAL二 体 性趋势 验



在什么地方花 ，就在什么地方消时间 费Where you spend your time is where you spend your money

在充 奇和有趣的活 中完成 行 满惊 动 购买 为We buy where we engage in surprising and fun activities with others

- Dior at MoCA Shanghai- Reebok at NYC CVZ contemporary art

gallery- Omega pop up museum in Singapore’s

Paragon Shopping Centre

珍夜 会和美维 总 术馆Virgin Atlantic nightclub lighting throughout, bars and art galleries; a party on every flight

Trend 2 EXPERIENTIAL二 体 性趋势 验



多 多的伦 ING 行银 咖啡厅ING Bank Café in Toronto

宜家的 夜狂彻 欢IKEA Big Sleepover

GAP 旗下 Lululemon 的瑜伽班Lululemon (Gap) Yoga Classes

Trend 3 ON-SITE INNOVATION三 店内 新趋势 创



在 体店内 的 客活 和 新 室实 开设 创 动 创 实验In-store / In-branch hackathons and innovation labs

和消 者一起 新费 创Innovating where the customer is

Photo: Bank Leumi

零售超市 新 室创 实验Grocery innovation lab

旅行社Travel agency

SUMMARY - WINNING IN Omnichannel

总结 - 在全渠道赢



1 数 和移 的使用码 动设备意味着消 者更加渴望费面 面社交的机会对Digital / mobile overload means customers now crave face-to-face socializing.

2 推出 你的消 者互让 费 动的活 而不是只 注你动 关的 品和服产 务Help consumers connect with the people and activities THEY enjoy rather than focusing on your staff and your products.

1 新存在于有消 者的地方，就在创 费你的 体店、或者 他 享受愉快实 让 们活 的地方动Innovate where your customers are, whether it’s in your stores / branches or where they enjoy their favorite activities.

2 客 希望 身体 ，而不只是看户 亲 验Customers want to DO, not WATCH.

5 抱 化， 先的零售商或者 行拥 变 领 银是不断推出新 品、新的 下体总 产 线和活 。 新 持 且快速验 动 创 应该 续

Change often. Retail stores and banks who will win are changing their products, places and events often. Innovate, continually, quickly.



START SMALL ACT FASTTHINK BIG

Babs Ryan babs.ryan@thoughtworks.com

001 646 831-6471

www.thoughtworks.com/retail



START SMALL ACT FASTTHINK BIG

Babs Ryan babs.ryan@thoughtworks.com

001 646 831-6471

www.thoughtworks.com/retail