AIMIA Future of Digital Retail Presentation by Dean Flynn of IE Agency and David Pisker of Officeworks. A return to the local: from clicks to bricks - the store's not dead.

1. A Return to the Local:
From Clicks to Bricks - The Store’s Not Dead

2. MULTI-CHANNEL
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3. PLEASE CHANGE HERE

4. YOUR CUSTOMER
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5. MULTI-CHANNEL PROBLEMS
• It’s expensive:
• multiple marketing;
• merchandising; and
• supply chain teams
• Individual:
• Channel P&L’s; and
• Measures of success
• and the list goes on…
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For Your Customer
• Promotions are inconsistent across
channels
• Product availability varies in-store and
online
• Customer loyalty information isn’t
carried across channels
• Payment can’t be used across channels
For Your Business

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7. So has our every channel approach worked?
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9. The line between shopping online and in-store is no longer a line at all;
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it has simply become shopping
Buy in-store, take home
Buy online, ship to home
Buy online, pick up in-store
Buy in-store, ship from store to home
0.54
0.66
0.41
Buy on mobile, ship to home
Buy on mobile, pick up in-store 0.58
0.59
0.49
0.62
0.29
0.39
0.5
0.69
0.84
2012 2017
Source: Motorola Solutions, “What’s driving Tomorrow’s Retail Experience?” July 2, 2012
We need to design our
offer for increasingly
diverse customer
behaviours

10. "The store, as the heart of the brand and its emotional centre, cannot be
starved of investment and innovation, or appropriate levels of design,
media and technology. It needs to be the showcase for interesting new
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collaborations to keep things exciting”!
!
Interbrand

11. THE STORES NOT DEAD

12. UNDERSTAND YOUR CUSTOMERS
Using digital to drive customers to store
Online
• 83% of US shoppers research online before purchasing in store
• 80% of UK shoppers have reserved products online for in store collection
!
Mobile Usage
• 80% of shopping searches are made on a mobile
• 47 % of email is opened on a mobile device
• 40% of store locator clicks result in a store visit
• 43% of shoppers use smartphones to compare prices and read product
reviews
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Sources: Internet Retailer, Econsultancy, Australian Email Marketing Benchmark Statistics Jan 2013 Brandmail

13. SALES ECOSYSTEM
Stores
Online
Multi-brand &
Concession
Deliver ultimate brand
experience
Convenience & touch
and feel factors
Universal focus
Entire product catalogue
Drive online conversions
Ensure your brand is
top of mind in
competitive
environments
Support store staff
and drive sales in
store
Drive sales in store &
support consistent
service levels
Real time
inventory visibility
across all
channels

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17. CHECKLIST
Mobile optimised site and emails
Mobile friendly store locator
Geo targeting
Click and collect
Ship from store
Store inventory available online
Email receipts

18. CONNECTED COMMERCE
Agency
The
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