Meeting The Needs Of The Cross-Channel Shopper
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As consumers demand better and more personalized shopping experiences, retailers have an opportunity to drive sales and loyalty by delivering a seamless omnichannel experience. The best strategies and solutions will balance a targeted marketing approach with shoppers’ willingness to share personal information and access promotional messaging. This session will provide insights into the psyche of the new omnichannel consumer and strategies to implement throughout the enterprise.
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Meeting The Needs Of The Cross-Channel Shopper
- 1. Meeting The Needs Of The Cross-Channel Shopper Presented by Session sponsored by
- 2. #CCSeries13 About CCS 2013 9 Webinars, 4 Days Sessions covering Mobile, Social, Store Ops, X-Channel, and more Featuring industry analysts and consultants Free for Retail executives www.retailtouchpoints.com/connected-consumer-2013
- 3. #CCSeries13 Follow The Webcast On Twitter #CCSeries13 @ConnectConsumer @RTouchPoints
- 4. #CCSeries13 About Retail TouchPoints Launched in 2007 More than 25,000 subscribers Provide executives with relevant, insightful content Free Resources such as White Papers, E-book, Webinars, Research and Podcasts www.RetailTouchPoints.com
- 6. #CCSeries13 Today’s Panelists Ken Morris Principal Boston Retail Partners Debbie Hauss Editor-in-Chief Retail TouchPoints MODERATOR Branden Jenkins General Manager, Retail/eTail NetSuite
- 7. Page 7
- 8. Page 8 We are a leading independent retail management consulting firm Built with a unique professional profile • Managed by industry-recognized leaders • All firm members have retail line management experience • Several served as officers of major corporations • Comprehensive functional and technical experience • Recruits experienced professionals in Customer Relationship Management , retail/store operations, merchandise management, supply chain management and retail technology Relevant experience working with specialty retailers on Customer Relationship Management, retail operations, strategy, selection and deployment of Mobile Customer, Point-of-Sale, Merchandising and Supply Chain solutions History of serving acknowledged industry leaders No exclusive partnerships or alliances with software or hardware providers About Boston Retail Partners • Sephora • CVS • Walmart • Eastern Mountain Sports • J. Crew • Brooks Brothers • TJX • Ann Taylor • Target • Kohl’s • TBC Corp • Vera Bradley
- 9. Page 9 Our experience covers a broad cross-section of retail segments... Our Experience
- 10. Page 10 Thought Leadership Surveys/White Papers Speaking Engagements Webinars/ Articles
- 11. Page 11 The Evolution of Retail Before 1980s The Future Distributed POS model • Basic cash register and cash drawer Omni channel retail puts it in the customer’s hands
- 12. Page 12 The Customer is the Center of the Universe Customers now have the freedom to achieve their goals throughout the shopping process… …using whichever channels and touch points they prefer. Social Media Website Email Apps Mobile Website SMS Direct MailCatalog Employees Checkout Kiosk Signage Adver sing
- 13. Page 13 14th Annual POS Benchmarking Survey • Surveyed more than 500 North American retailers in October – December 2012 • Specialty retailers account for more than half of respondents
- 14. Page 14 2014 POS Hardware Plans
- 15. Page 15 Organization’s Mobile Strategy Drivers
- 16. Page 16 Customer-Facing Mobile Services
- 17. Page 17 POS Platform Expansion Plans
- 19. Page 19 Identifying Customers at POS 62.5% 56.2% 43.7% 37.5% 31.2% 15.6% 9.3% 0.0% 21.8% Email address Telephone number Customer/ iden fica on number Name and address Member/club number Private label credit card Driver's license Mobile device - opt-in to Wifi Do not iden fy customers at POS 29. Which of the following methods are u lized to iden fy customers at the POS?
- 20. Page 20 Customer Information Available to Associates 68.7% 40.6% 37.5% 21.8% 12.5% 9.3% 9.3% 6.2% 3.1% 0.0% 28.1% Contact informa on (e.g. name, address, telephone number, email address) Transac on lookup for returns Sales history Purchase summary (e.g. average transac on amount, purchases this year, life me totals, etc.) Customer-specific offers and discounts Customer-specific messaging Warranty and service lookup Friends and family informa on (e.g. birthdays, anniversaries, sizes, wardrobe) Profile (e.g. demographics, preferences, sizes, etc.) Purchasing sugges ons (based on customer''s current or previous purchases) No customer informa on is available at store level 30. What customer informa on is available at store-level?
- 21. Page 21 Customer Information Available in Transaction
- 23. Meeting the Needs of Cross- Channel Shoppers Branden Jenkins GM of Retail / eTail NetSuite Inc. 23© NetSuite Inc. 2013
- 24. Today’s Multi-Touchpoint World © NetSuite Inc. 2013 Computer POS Tablet Facebook / Social Phone
- 25. Delivering a Seamless Consumer Shopping Experience OmniChannel Becomes Mainstream © NetSuite Inc. 2013 25 Buy Online and Pick up In-Store Check Inventory at Other Stores Buy Online and Return In-Store Order Inventory at Other Stores Order Online from the POS True Cross-Channel Merchandising Stores as Fulfillment Centers Delivering a Seamless Consumer Shopping Experience
- 26. The Typical Way – Hairball of Systems Point of Sale Inventory & Merchandise Management © NetSuite Inc. 2013 CRM Business Intelligence Ecommerce PlanningMarketing Support Financials Warehousing
- 27. Retail Hairball Eliminated © NetSuite Inc. 2013
- 28. Retail Hairball Eliminated © NetSuite Inc. 2013
- 29. © NetSuite Inc. 2013 CUSTOMERS INVENTORY ORDERS
- 30. © NetSuite Inc. 2013 CUSTOMERS INVENTORY ORDERS
- 31. © NetSuite Inc. 2013
- 32. © NetSuite Inc. 2013
- 33. Pillars of Omnichannel Success 360⁰ view of the customer Accurate, globally visible inventory Centralized pricing and promotions control Industry standard customer experience tools “Multi-Everything” support Collect, monitor, and analyze data Aligning the brand and messaging Appropriate security for cloud access Always-current on the latest release © NetSuite Inc. 2013
- 34. #CCSeries13 Q&A
- 35. #CCSeries13 Q&A // Panelists Ken Morris Principal Boston Retail Partners Debbie Hauss Editor-in-Chief Retail TouchPoints MODERATOR Branden Jenkins General Manager, Retail/eTail NetSuite
- 36. #CCSeries13 Embracing “Showrooming” Through Interactive Retail Today, 2 PM ET / 11 AM PT Thank You For Joining Us www.retailtouchpoints.com/connected-consumer-2013 The next Connected Consumer Series session…
Editor's Notes
- How we got here – the evolution of retail and POS over the last few years and what this means
- The customer is truly the center of the universe and has the power in her hands to directly influence her shopping experience
- BRP surveys top retailers every year to understand the trends and initiatives driving retailers
- Customers are going mobile - By the end of 2014 the mix of POS hardware will change tremendously – 55% of retailers expect customer-owned mobile devices to be one of their POS offerings
- Customers are going mobile and here is why retailers are going mobile
- Customers use their mobile devices to interact with friends, get advice on outfits, etc. – retailers need to also look at how they can offer tools for the customers to use to interact with associates or with their friends
- As mobile becomes more important retailers are starting to see the importance of a centralized technology platform to truly offer an omni-channel experienceThe internet really started cross-channel shopping and now mobile is pushing it to new heights
- Omni-channel services to optimize the customer’s shopping experience
- There are still ways to enhance the experience – many retailers still cannot identify customers at the POS so how can they truly offer an omni-channel experience?
- Again, retailers have opportunities to enhance the shopping experience for customers by providing information to associates to be able to tailor the shopping experience (like you find on Amazon!)
- Next steps involve getting the customer information to the associates before the customer reaches the POS, thus helping to drive a more profitable transaction