1.
Implementing
omnichannel
strategy
Lessons learned
Piotr Wrzalik
Managing Partner
Booth A16

2.
Visit us at Booth A16
Menu
• What is omnichanneling all about
• Building and managing cross-department teams
• Addressing challenges with legacy IT systems
• 4 steps to your own omnichannel strategy

3.
Visit us at Booth A16
Who we are
• One of top IT/e-commerce tech providers in Poland
• E-commerce / PIM / Omnichannel Integration
• Remote development teams (PHP, Java, .Net)
• 200 people, 3 offices in Poland, 20 years experience

4.
Visit us at Booth A16
Stock + Customer database
– the key enabler
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

5.
Visit us at Booth A16
What’s Omnichannelling all about?
Sales per Customer p.a. – International Fashion Chain
Store Customer
Online Customer
2-Channel Customer (Store + Online)
3-Channel Customer (Store + Online + Catalog)
Sales per Customer p.a. – Multibrand Retailer
Store Customer
Online Customer
2-Channel Customer (Store + Online)
 2 or 3-channel customers are at least twice
as productive as 1-channel customers
 They buy more often and have a bigger
shopping basket
It’s all about share
of wallet !
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

6.
Visit us at Booth A16
Independent Online Organization
Top
Management
Marketing Sales Buying OnlineFinance /
Controlling
Operations / IT
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

7.
Visit us at Booth A16
Online embedded in Mrktg/Sales
Top
Management
Marketing Sales Buying
Online
Finance /
Controlling
Operations / IT
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/
Online
options

8.
Visit us at Booth A16
Integrated Digital Organization
Top
Management
Marketing Sales Buying Operations / IT Finance /
Controlling
Online MK
Add-on Online
Buying
Online
OPS / IT
Online MK
Online
Controlling
Crosschannel
Management
Cross-dept
team
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

9.
Visit us at Booth A16
Cross-dept
team
Coach
Injecting best pratice
Top
Management
Marketing Sales Buying Operations / IT Finance /
Controlling
Online MK Crosschannel
Services
Add-on Online
Buying
Online
OPS / IT
Online
Controlling
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

10.
Visit us at Booth A16
Cross-dept
team
Adding Competence at C-Level
Marketing Sales Buying Operations / IT Finance /
Controlling
Online MK Crosschannel
Services
Add-on Online
Buying
Online
OPS / IT
Online
Controlling
Top
Management
Chief Digital
Officer
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/
http://www.cio.com/article/29971
80/cio-role/6-responsibilities-of-
the-chief-digital-officer.html

11.
Visit us at Booth A16
Omnichannel brings challenges to IT
• Multiple touchpoints and integration points
• Dramatic increase in size of data
• Data-Driven Marketing requires real-time processing
• High value SaaS based services to be integrated into IT systems
• Short time to market expected

12.
Visit us at Booth A16
Data silos limit customer experience

13.
Visit us at Booth A16
4 steps to omnichannel strategy
Market analysis
Know major
digital trends
Learn your
client needs
Benchmark
to your
competition
Organisation
& IT audit (AS-IS)
Business vision
IT Architecture
and roadmap (TO-BE)
Perform SWOT
analysis
Know your team
competence and
experience
Learn your IT
limitations
Build model
Estimate potential
gains and risks
Identify key
challenges
Define KPIs
Work out a scalable
IT architecture
Define roles and key
requirements for all
systems
Build roadmap
for agile delivery

14.
Visit us at Booth A16
Omnichannel Retailing is about
increasing the „Share of Wallet“
through total Customer Centricity
Omnichannel retaling is for most brick
& mortar retailers a „no choice“
strategy
Ability to build and manage your
digital competence team is crucial
enabler for all online initiatives
Delegation will not work – CEO must get
his hands dirty. Injecting best practice
by working with external coach is a way
to go for „greenfield” CEOs
IT infrastructure and organisation must
support channel integration and adaptive
change (the two-speed IT)
Use 4-steps methodology do build
your successful omnichannel strategy
and START DOING IT!
Key takeaways

15.
Meet me @ booth A16
Piotr.Wrzalik@unity.pl
http://www.unity.pl/en