How to Design an Omni-Channel Experience

Sean Van Tyne

ProductCamp SoCal 2014Saturday, November 15

Anaheim, CA

Single ChannelBulk of revenue from one channel

Multi-ChannelDifferent experiences across channels, silo-ed business units, and brand dilution

Cross-Channelsingle brand across channels and product synergy

Omni-Channelsingle view of customers across channel, seamless access across channels, organization united across all channels

• She is busy at work and out with friends.

• She always has her mobile device in her hand.

• She’s active on Facebook and Twitter and YouTube and a dozen other social media sites.

• She is smart and demanding.

Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

Customers are Multi-Dimensional

• We want that customer to be able to interact with Macy’s no matter where she is or how she shops.

• It makes no difference to us whether she buys something in our store or online … or whether she is shopping from her desktop computer or her Droid or her iPad.

Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

Customers are Multi-Dimensional

Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

• We have a whole series of strategies in place to drive our store customers to the Web, and our online customer to the stores.

• We strive to have a 360-degree view of the customer.

Customers are Multi-Dimensional

• Multi-Channel Shoppers spend, on average, 15% to 30% more with a retailer than someone than a Single Channel Shoppers

• Omni-Channel Shoppers will spend 15% to 30% more than Multi-Channel Shoppers

• Omni-Channel Shoppers are more likely to influence others via their social networks and online activity and exhibit strong loyalty

"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

Omni-Channel Shoppers

"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

• Omni/Integrated. Affluent, home-oriented but well connected on the move and at the office, 30 to 50 years old.

• Young Mobile. Shoppers younger than 30 who are constantly on the move, but who primarily text and rarely email.

• Social Networker. Primarily young but span all age groups. Connected by interest rather than age or location.

Three Types of Omni Shoppers

"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

• Omni-Channel Shopping requires an immersive and superior customer experience regardless of channel

• Merchandise that is customer-centricand is not specific to any channel

Omni-Channel Shoppers

Creating an Omni-Channel

• Communications between the Marketing, Sales, and IT needs to be as smooth as possible with little confusion about goals and strategies

• A clear and thorough understanding of the customer and target market is required to be able to determine, develop, and deliver the brand promise

Creating an Omni-Channel• Keep an omni-channel context – identify

where it can degrade meaning to a customer

• Model and predict the different ways your customer transitions between various channels - from a digital channel into a physical space and your employees

• Switching channels - We often “drift” back and forth between/across channels over an undefined time period

Creating an Omni-Channel• Do it Early - very early in a design process,

identify, visualize and map these informational needs so you can begin to construct maps of how information will flow across the wider “eco-systems”

• Do it Often – review experience designs with stakeholders, subject matter experts and your target audiences as often as possible to constantly revise and perfect it

Types of Touch Points• Physical touch points: your physical

products, packaging, etc.

• Digital touch points: are constantly updated like websites, Twitter, etc. These are always evolving

• Human touch points: customer service, interactions with your employees

Quantitative and Qualitative

• Quantitative information can provide analytics about what people are doing with your products but it doesn’t tell you why

• Qualitative measures that can help you understand why.

Follow Your Customers• Observe how your customers interact with your

channels (website, products, services, people, etc.) and learn about the context

• Look for “workarounds” - see how your customers adjust to interact with your products and services to understand experience gaps and opportunities forinnovation.

• Follow the whole engagement: don’t just focus on a single channel. Watch the entire process.

Maps and Blueprints• Journey Map is a way to illustrate the cross

channel experience of a customer. It includes what happens front-stage (visible to customer) and back-stage (behind the scenes) in a linear flow.

• Service blueprint helps to guide back-end processes: how things fit together and what needs to be in place to create a great experience.

• Design an integrated approach to manage cross channel experiences

• Ensure an experience design that is consistent with your brand objectives and strategic product vision

• Manage the experience at all touch points across all channels

Thank You

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