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E-commerce Berlin Expo 2017 - Lessons learned from implementing omnichannel strategy in traditional retail and distribution businesses

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Piotr Wrzalik Vice President Unity Group

The presentation focuses on author's key findings from omnichannel retai&distribution projects. There are 5 key challenges to be discussed:
* defining omnichannel strategy
* building and managing cross-department teams
* understanding and managing customer livecycle management
* addressing customers mobility
* providing exceptional online experience
The author will define key components and propose a simple to understand 4-step process to define a good omnichannel strategy.

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E-commerce Berlin Expo 2017 - Lessons learned from implementing omnichannel strategy in traditional retail and distribution businesses

  1. 1. Implementing omnichannel strategy Lessons learned Piotr Wrzalik Managing Partner Booth A16
  2. 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. 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. 4. Visit us at Booth A16 Stock + Customer database – the key enabler Source: Lutz Spannuth, SPANNUTH DIRECT http://www.spannuth-direct.com/
  5. 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. 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. 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. 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. 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. 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. 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. 12. Visit us at Booth A16 Data silos limit customer experience
  13. 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. 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. 15. Meet me @ booth A16 Piotr.Wrzalik@unity.pl http://www.unity.pl/en

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