Omnichannel - Customer-centric commerce: putting the consumer at the heart of your business
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Transcript of Omnichannel - Customer-centric commerce: putting the consumer at the heart of your business
28/10/2014
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CUSTOMER-CENTRIC COMMERCE: PUTTING THE CUSTOMER AT THE HEART OF YOUR BUSINESS
PROF. GINO VAN OSSEL
source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
growth non-food
online
+19.2%
growth overall retail
+1.8%
online share of
retail
18.6%
growth John Lewis
online
+22.6%
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AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. conclusion
RETHINKING SERVICE
spoken to a
sales
person
58%
I have
figured it out myself
42%
interaction with sales staff
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382
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RETHINKING SERVICE
no need
71%
why no contact with sales staff ?
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382
RETHINKING SERVICE
0 20 40 60 80 100
12 9 4 27 11 20 19
totally disagree disagree more or less disagree neutral
more or less agree agree totally agree
“Thanks to the information I find on the internet, I know pretty well what I want to buy, before going to the store.”
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 408
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RETHINKING SERVICE
“After having looked up information online, I often have the feeling that
I know more about a product than the sales associate.”
source: “Retail in Belgium,” InSites/Vlerick, 2012 (n = 165)
0 20 40 60 80 100
9 10 37 24 20
totally disagree disagree neutral agree totally agree
RETHINKING SERVICE
no need
71%
nobody available
8%
sales person lacks expertise
21%
why no contact with sales staff ?
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 382
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12
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13
14
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15
16
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17
fashion?
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19
www.google.co.uk
20
www.google.nl
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www.google.fr
www.google.fr
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importance of search?
source: “Need for speed,” Parago, 2014 (n=>1900; online research, 2013 holiday season)
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AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. independent retail?
5. conclusion
mono- channel
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multi- channel
mono- channel
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29
“For technical & operational reasons it is unfortunately not possible to return the goods in a C&A store”
cross- channel
multi- channel
mono- channel
360°
communication and
sales
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31
93% of visitors are store customers
cross- channel
multi- channel
mono- channel
360°
communication and
sales
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OMNI-CHANNEL
omni- channel
cross- channel
multi- channel
mono- channel
customer centric commerce
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source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)
growth non-food
online
+19.2%
online share of sales John Lewis ‘13
> 28%
growth John Lewis
online
+22.6%
growth John Lewis
click & collect
+62%
browse & buy
search & retrieve
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37
“We are seeing about 34% of (pick-up) visits translating into additional sales in shop and that number is growing
exponentially at the moment.
It’s typically or increasingly for purchases that the customer didn’t think they would make. So it is quite
out with whatever they were going to collect.”
As shoppers, we appreciate being shown things that appeal to our conscious needs
and preferences.
But we also crave the delight of encountering shops we didn’t know we’d love, carrying products we never knew we wanted –the things that come out of
nowhere to surprise and enchant us!
Doug Stephens
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5,4 7,0
2,3
3,0
buying frequency
in store online
webshop only
customers
store only
customers
omni-channel customers
source: Bijenkorf
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mono- channel
AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. conclusion
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“We started to think about ourselves as a pure play e-commerce company that happened to have really great, differentiated stores
in 500 locations around the world” Matthew Kaness, chief strategy officer for Urban Outfitters
CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
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receipt
loyalty card
product scanner
gift voucher
push messaging
mailings
“the launch of a webshop compares to omnichannel,
like a wedding to life as a married couple”
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51
52
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53
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AGENDA
1. shopping behaviour 2.0
2. omni-channel?
3. rethinking the value chain
4. conclusion
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‘Dit boek biedt een stevig conceptueel kader én heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail!’
Wouter Torfs, CEO Schoenen Torfs
‘Een "levensnoodzakelijk" boek voor retailers. Gino Van Ossel leert ons dat een onderneming de omnichannelrevolutie niet moet zien als een bedreiging, maar als een buitengewone opportuniteit om de klanten een nog betere service te bieden, eender waar, eender wanneer en voor om het even welk product. ’
Dominique Motte, CEO AS Adventure
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digital dreams digital budget
Jamie Nordstrom head of Nordstrom Direct
“If we focus on the customer, the outcome will be right”
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CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
CONCLUSION
66
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
@ginovanossel