Mastering the Retail Omni-Channel Experience with ALDO

Omar Zaibak Marketing Manager

Salesforce

Mike BoganRetail Solutions Architect

Traction on Demand

Serge RoseGM Customer Applications

ALDO

Today’s Agenda

1. What is Omni-Channel?

2. Key Trends & Challenges

3. Implementation Best Practices

4. Case Study: ALDO

5. Q & A

What is Omni-Channel?

Consistent customer experience across all communication touch points

Omni-Channel Brings You Closer to Your Customers

Luxury

Food & Drug

Quick Service Restaurants Mass Merchants

Department Stores

Specialty

From Multi-Channel to Personalized Shopper JourneyMulti-Channel Omni-Channel Personalized

Shopper Journey

CatalogeCommerce

Channels are connected.360° customer view

eCommerce

Store Catalog

Personalized engagement at each key moment of interaction across omni-channel journey

Store

Retailers Must Meet the New NormalPersonalized Experiences

Increasing competition

Flat growth, lower traffic

Experience vs. merchandise

Shopper: “Know me & make it easy.”

Retailer:“How do I keep pace?”

Online, mobile, in-store

Personalized & contextual

Inspire & delight

75% of shoppers want retailers to use personalinformation to improve shopping experience.

Forrester, How Customer Data Elevates Experiences, 2015

Personalized Experiences Require Engaged Associates

CollaborateNew operating model demands new skillset

EngageEmpowerment critical for meeting shopper expectations

SimplifyHigh attrition hurts customer journey

Source: Motorola, 2014‏

65% of associates want mobile devices to better serve shoppers

Lightning Fast InnovationPersonalize Retail Everywhere

New Business ModelsRenting vs Buying

New Engagement ModelsDigital revolution

New Industry ClockspeedMore change in 3 years than 50

$720M*Nordstrom Acquisition of Disruptors Hautelook

& Trunk Club*

Source: Tech Crunch, Chicago Tribune‏

Retailers Must Connect with Shoppers in a Whole New Way

Personalization Everywhere

Personalize every interaction across physical & digital

Super-charged Employees

Harness proven, popular social &

mobile tools

Lightning-fastInnovation

Quickly test & launch innovative ways

to execute

Company Profile: Traction on Demand

• Experienced: 9 Years Focused Solely on the Salesforce Platform

• 450+ customers, 1800+ projects & 300+ custom apps developed

• Largest dedicated Salesforce implementation partner in Canada

• 148 Employees, 200+ Certifications

• HQ in Vancouver, BC, 2nd office in Montreal, QC

• No outsourcing, no offshoring, no contractors

Retailers Face Unique Challenges

• Lack of a single view of the customer – at head office & in-store

• Disconnected sales, marketing & customer service

• Employee turnover & seasonal hiring

• Employee engagement & communications

Nearly Unlimited Possibilities on the PlatformWith Head Office to Stores Collaboration on a Unified View of the Customer

Support Office Storefront

Call Center 360 View

Customer Self-Serve Community & Knowledge Base

Mobile Apps

Chatter for Products

Events – Loyalty

Internal Community: Training & Motivation

Collecting the 360 @POS

Digital Store

360̊ view

eComm

Order management system

BI

ETL

Gamification

Social ListeningMarketing Automation

& Prediction

Where Do We Start?Three Potential Strategies for your SFDC Implementation

1. Salesforce Customer Data• Customer Call Center – Service Cloud• In-store mobile app – Salesforce1

2. External Customer Data• Marketing Automation – Marketing Cloud

3. No Customer Data• Internal Employee Portal – Community Cloud• Temporary Hiring – Force.com• Social listening & publishing – Social Studio• Customer Sign-in – Drava

Personal Shopping Appointment Sign-in with Drava

• Native Integration with

• Email & Chatter Notifications of Guest Arrival

• Customizable User Interface and Workflow

• “Type of Visitor” (Customer, Delivery, Partner, etc)

• Free 30 day trial, www.godrava.com

Upgrade Your Personalized Luxury Retail Experience

Customer 360: Key Decisions

Cleansing & Quality

Identity Aggregation

Data Model/ Relationships Governance Transactions Presentation

Company Profile: ALDO GroupALDO is the worldwide destination for on-trend fashion footwear and accessories at accessible prices. Positive, authentic, and bursting with personality, ALDO is the lifestyle brand for people stepping up in the world.

ALDO was founded in Montreal in 1972 and currently operates over 1,800 stores in 93 countries.

The ALDO Group also operates other well known brands:

• CALL IT SPRING• LITTLE BURGUNDY• GLOBO

Transactional back-end ecommerce system, email, and

lotus notes

Siloed View of the Customer Inconsistent ExperienceAcross Channels Limited Visibility

Challenges

Store, phone, email, chat, social Limited reporting capabilityData not centralized

Customer data model (360 view)Service Cloud implementation• Transactional data (POS), e-

commerce, social insights, etc.Automatic customer matches to incoming phone number & emailStreamlined agent workflow

Connected Operations from store managers to head officeHosting exclusive events for top customersCustom Eventbrite integrationIntegrated with SFDC through a party planning form (PPF) used in store

ALDO internal development project –no SI support requiredRedistribution of mismatched shoes

Customer Service A-List In-Store Events

ALDO Solution and Use Cases

Fix My Mix

Results

Streamlined processesFile complaints 50% faster (save 20+ hrs per month)

Faster onboarding30% reduction in training time (3 wks to less than 2)

Reporting and VisibilityInsights automatically sent 3x per day

360 view across channelsComplete view of the customer

An agile platform to rapidly innovate for continuous business success

1600+ cases closed and 100% adoption on first day of implementation

How Can We Increase Our Chances For Success?Strategic decisions will ensure success & drive adoption

ROI

Time Invested

Hire/assign Salesforce administrator at beginning of project

Identify Super Users

Identify Super Stores

Bite-sized projects

Participates in conversations about brand across social networks

Transforms the customer experience by building a suite of mobile apps, such a Style Guru

Responds to issues faster across multiple channels having customer agents use Service Cloud

ALDO Steps into the Future of Retail with Salesforce

Coming to Dreamforce ‘15?Connect with Salesforce & Traction in the Retail Showcase (Moscone West)

Mike Bogan, Traction on Demandmbogan@tractionondemand.com

Omar Zaibak, Salesforceozaibak@salesforce.com