More Related Content Similar to Coming Full-Circle: The Store As The Center Of The Omnichannel Shopping Journey (20) More from G3 Communications (20) Coming Full-Circle: The Store As The Center Of The Omnichannel Shopping Journey3. About
CCS
2013
ü 5 Webinars, 4 Days
ü Sessions covering Store
Ops, X-Channel, Loyalty,
ü Featuring industry
analysts and consultants
ü Free for Retail executives
Big Data & more
www.retailtouchpoints.com/special-connected-consumer-series-2013
#CCSeries13
5. Xbox
One
Giveaway
Enter to win an Xbox One by attending at least two
sessions from this week’s webinar series!
#RetailCCS
*Visit the contest rules page for more information.
6. About
Retail
TouchPoints
ü Launched in 2007
ü Over 28,000 subscribers
ü To provide executives
with relevant, insightful
content across a variety
of digital medium
#RetailCCS
7. Panelists
Pam Goodfellow
Principal Analyst, Consumer
Insights Director
Prosper Insights & Analytics
David Vitak
Global Business Solutions
Avanade
MODERATOR
#RetailCCS
Alicia Fiorletta
Senior Editor
Retail TouchPoints
Randy Misener
Director, Retail Industry Business
Development
Avanade
8. Omnichannel Engagement:
Connecting With Consumers Instore
In An Increasingly Digital World
Pam Goodfellow
Principal Analyst
Consumer Insights Director
Prosper Insights & Analytics
December 11, 2013
© 2013, Prosper®
www.ProsperDiscovery.com
9. ABOUT PROSPER
Since 1990, Prosper Business Development
• Has helped business see the future
• Provided solutions to be successful in an everchanging marketplace
Prosper Insights & Analytics™
• Provides forward looking insights and analytics
predictive of consumer behaviors
• InsightCenter platform analyzes millions of data points
including our own
• 10 Year Relationship with the National Retail Federation
– Providing predictive consumer data and analysis for
all major U.S. holidays
– Power the NRFF Retail InsightCenter, which allows
the public to explore and gather retail data
© 2013, Prosper®
www.ProsperDiscovery.com
10. Connecting With Consumers Instore
In An Increasingly Digital World
What’s Driving Spending Today?
Connecting with Consumers Instore
Consumer overview with a look a key
indicators, including confidence and
practical purchase intentions.
Know Your Customers
Know Your Competitors’ Customers
Service, Service, Service
Holiday 2013 highlights, revealing
spending plans, purchase motivations,
and shopping strategies.
© 2013, Prosper®
www.ProsperDiscovery.com
11. CONSUMER CONFIDENCE
Very Confident/Confident in Chances for a Strong Economy
Adults 18+
45%
40%
39.7%
36.4%
35%
30%
25%
28.3%
Thanks in large part to October’s
government shutdown,
economic sentiment dropped
dramatically in Oct-13.
Current confidence reading rests
8% below Nov-12, but remains
above recession-era readings…
so we’ve seen worse.
Employment, Income Growth,
Financial Stability, etc. continue
to take a toll on consumer
psyche headed into the 2013
Holiday season.
20%
Source: Prosper Insights & Analytics™
© 2013, Prosper®
www.ProsperDiscovery.com
12. PRETTY PRACTICAL PURCHASERS
In the last six months, have you made any of the following changes?
Adults 18+, 3 Month Moving Average
65%
While practical spending and
focus on needs peaked during
the recession, consumers still
haven’t reverted to their old
habits.
60%
55%
50%
45%
40%
35%
Nov-07
Mar
Jul
Nov-08
Mar
Jul
Nov-09
Mar
Jul
Nov-10
Mar
Jul
Nov-11
Mar
Jul
Nov-12
Mar
Jul
Nov-13
30%
I have become more practical and realistic in my purchases
I focus more on what I NEED rather than what I WANT
As of November, more than half
(52.6%) still focus more on what
they need rather than what I
want when at the store, while
nearly as many (47.5%) cite
pragmatic purchase plans.
Holiday 2013 buzzwords:
cautious, conservative,
budget-conscious, and SALE!
Source: Prosper Insights & Analytics™
© 2013, Prosper®
www.ProsperDiscovery.com
13. While Holiday spending has improved from the recession…
SHOPPERS AREN’T SPENDING LIKE IT’S 2007.
Holiday 2013 Planned Spending per Person*
Gifts, Décor, Cards, Food & Flowers
$780
$760
$751
$755
$752
$741
$735
$740
$719
$720
$700
$738
$700
DOWN
1.9%
from 2012
$694
$682
$680
$660
$640
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: National Retail Federation, Prosper Insights & Analytics™
* Estimated Actual Spending 2004 - 2012
© 2013, Prosper®
www.ProsperDiscovery.com
14. INSTORE’S VIRTUAL CHALLENGER
Where were Thanksgiving/Black Friday budgets spent?
Black Friday Weekend Shoppers 18+
90%
80%
73%
70%
56%
60%
50%
44%
40%
27%
30%
20%
10%
This year, 44% of
Thanksgiving/Black
Friday weekend
budgets were spent
ONLINE by
shoppers, rising 63%
from 2007.
0%
2006
2007
2008
2009
Instore
2010
2011
2012
2013
Online
Source: National Retail Federation, Prosper Insights & Analytics™
© 2013, Prosper®
www.ProsperDiscovery.com
15. DIGITAL CHANGING THE LANDSCAPE
Which of these ways do you research the following items before purchasing?
by Generation
70%
BIG TICKET
ELECTRONICS
60%
50%
40%
30%
20%
10%
0%
In the store
Mobile device
(Smartphone/tablet)
Online on a laptop/
desktop computer
Source: Prosper Insights & Analytics™
Millennials (1983 – 1995), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946)
© 2013, Prosper®
www.ProsperDiscovery.com
16. DIGITAL CHANGING THE LANDSCAPE
Which of these ways do you research the following items before purchasing?
by Generation
60%
APPAREL
50%
40%
In the store
30%
20%
10%
0%
Mobile device
(Smartphone/tablet)
Online on a laptop/
desktop computer
Source: Prosper Insights & Analytics™
Millennials (1983 – 1995), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946)
© 2013, Prosper®
www.ProsperDiscovery.com
18. Connecting With Consumers Instore
In An Increasingly Digital World
Solutions for Engaging Customers Instore
1
Know Your Customers
2
Know Your Competitors’ Customers
3
Service, Service, Service
© 2013, Prosper®
www.ProsperDiscovery.com
19. KNOW YOUR CUSTOMERS
Influence to Purchase Apparel
weighted by consumption for shoppers of a leading U.S. department store
Social
Media, 8%
Mobile
Advertising,
9%
Online
Advertising,
20%
Traditional
Media, 63%
Goal:
Maximize marketing efforts to reach
shoppers most effectively to and
drive traffic instore using exclusive
promotions, merchandise, shopper
services, etc.
Source: Prosper® Media Plan IQ™
© 2013, Prosper®
www.ProsperDiscovery.com
20. KNOW YOUR COMPETITORS’ CUSTOMERS
Influence to Purchase Apparel
weighted by consumption for shoppers of leading U.S. department stores
Traditional Media
Online Advertising
Mobile Advertising
Social Media
0%
15%
Department Store A
30%
45%
60%
75%
Department Store B
Source: Prosper® Media Plan IQ™
© 2013, Prosper®
www.ProsperDiscovery.com
21. KNOW YOUR COMPETITORS’ CUSTOMERS
Mobile Aptitude Score
shoppers of leading U.S. department stores indexed to Adults 18+
A
129.9
B
88.2
C
88.1
D
140.6
E
80.0
99.5
90.0
100.0
110.0
120.0
130.0
140.0
150.0
Source: Prosper Insights & Analytics™
© 2013, Prosper®
www.ProsperDiscovery.com
23. CUSTOMER SERVICE PITFALLS
1. Uninvested Employees
“Coworkers are very rude and standoff-ish to the customers. They act as if the customer
inconveniences them even though it is their job to help the customers.”
“I told the cashier I couldn’t find what I needed in the store and she said ‘sorry about that’ and didn’t
offer to help or anything at all.”
2. Draining Atmosphere
“I just don't feel good in that store.”
“[The] last time I was there..., I waited for help for over 20 minutes and then got a salesperson who
knew nothing. The store was a disaster. The checkout lines were ridiculous. That was over 4 years ago,
and I have not been back.”
3. Inconsistency
“They have so many rules that keep changing and are so rigid, but then you get a different person
and it’s a different policy. No continuity and when there is, it inconveniences the customer.”
“They do not seem to know what they are doing, especially when you order online and arrange for
pick up in a store. I received different answers from everyone I called, and no one appeared to be
interested in solving my problem.”
© 2013, Prosper®
www.ProsperDiscovery.com
24. KEY TAKEAWAYS
Shoppers are budget-conscious, careful spenders
• Today’s consumers have adopted smart shopping strategies to compare prices, look
for the best deals, and become more informed shoppers – making it more difficult for
retailers to cultivate a “loyal” shopper.
• Online and mobile connectivity have only enhanced shoppers’ ability to educate
themselves on their purchases.
• Buying online offers today’s busy, multitasking, channel agnostic consumers timesaving convenience, creating a challenge for instore retailing.
Retailers need to provide clear, cohesive, consistent messaging to
shoppers across all channels.
• Knowing how to reach your customers and your competitors’ customers will help
maximize efforts to drive shopper traffic into stores.
• Customer service practiced effectively helps a retailer provide that delightful instore
shopping experience – a key point of differentiation that can increase the probability
of a shopper’s return visit.
© 2013, Prosper®
www.ProsperDiscovery.com
27. Your Speakers Today: David Vitak and Randy Misener
From Avanade
Avanade provides business technology solutions and managed services that connect
insight, innovation and expertise in Microsoft technologies to help our customers
realize results.
© Copyright 2013 Avanade Inc. All Rights Reserved.
28. Avanade Connected Retail
Avanade’s Connected Retail
portfolio of solutions and services
empowers your employees to
deliver greater value and
reinvents customer experiences
to strengthen customer loyalty.
Our solutions focus on five key
retail business areas:
In-Store Experience
Omni-Channel Enablement
We leverage Microsoft technology
and Accenture industry insights and
leading practices to deliver
innovative retail solutions rooted
in real results.
:
Digital Marketing
Data and Analytics
Customer Service and Collaboration
© Copyright 2013 Avanade Inc. All Rights Reserved.
29. How can we make the retail store more convenient and
compelling for your customers?
>How can we integrate the store with other channels to provide
Consistent Engagement across channels?
Expert Support to customers in store
>How can we deliver
making their experience more convenient?
Personalized Attention
>How can we provide
making their experience more compelling?
Memorable Interactions that
>How can we drive
enrich the customer’s overall experience?
© Copyright 2013 Avanade Inc. All Rights Reserved.
30. Day-in-the-Life of Retail Customer
Scenario:
A repeat customer starts shopping on-line but
wants to continue her shopping journey in the
store. How can we make her experience more
compelling and convenient?
© Copyright 2013 Avanade Inc. All Rights Reserved.
30
31. >Consistent Engagement
CUSTOMER DOES RESEARCH ON-LINE
START
E-COMMERCE WEBSITE
Search Driven discovery
and navigation engages the
customer to do some
research for a new phone
© Copyright 2013 Avanade Inc. All Rights Reserved.
32. >Consistent Engagement
CUSTOMER REQUESTS APPOINTMENT ON-LINE
REQUEST APPOINTMENT
Customer completes an
appointment request on-line
to meet with an expert on
smart phones in the store.
© Copyright 2013 Avanade Inc. All Rights Reserved.
33. >Consistent Engagement
APPOINTMENT IS CONFIRMED VIA EMAIL
CUSTOMER RECEIVES EMAIL
Customer receives the
appointment request on-line and
also receives an email
confirmation.
© Copyright 2013 Avanade Inc. All Rights Reserved.
34. >Consistent Engagement
APPOINTMENT SET IN THE STORE
Onto Personalized Attention &
Expert Support in the Store
STORE INTEGRATION
Store Associate is automatically
notified of the appointment on
his appointment dashboard of
his Assisted Selling Tool.
© Copyright 2013 Avanade Inc. All Rights Reserved.
34
35. >Personalized Attention
STORE ASSOCIATE PREPARES FOR WORKDAY
ASSISTED SELLING
DASHBOARD
Sales Associate sees Sales
Graphs, Tasks and News on
the Dashboard to ready him
for the day and for his
appointments.
© Copyright 2013 Avanade Inc. All Rights Reserved.
36. >Personalized Attention
ASSOCIATE PREPARES FOR APPOINTMENT
APPOINTMENT DETAILS
Store Associate prepares for
the appointment by reviewing
customer’s information and
status.
© Copyright 2013 Avanade Inc. All Rights Reserved.
37. >Personalized Attention
ASSOCIATE MEETS THE CUSTOMER
APPOINTMENT DETAILS
Store Associate access
appointment details and
reviews customer’s history
and current need(s) with the
customer.
© Copyright 2013 Avanade Inc. All Rights Reserved.
37
38. >Expert Support
ASSOCIATE CONSULTS WITH CUSTOMER
FINDING THE RIGHT
PROUCT
Store Associate works with
customer to find the right
product by refining and
searching for product
selections by asking
guided questions and
setting filters.
© Copyright 2013 Avanade Inc. All Rights Reserved.
38
39. >Expert Support
ASSOCIATE CONSULTS WITH CUSTOMER
REVIEWING PRODUCT DETAIL
COMPARE PRODUCTS
Sales Associate refines product selections by
asking questions and setting filters.
© Copyright 2013 Avanade Inc. All Rights Reserved.
40. >Expert Support
ASSOCIATE CONSULTS WITH CUSTOMER
REVIEWING PRODUCT DETAIL
COMPARE PRODUCTS
Sales Associate refines product selections by
asking questions and setting filters.
© Copyright 2013 Avanade Inc. All Rights Reserved.
41. >Expert Support
ASSOCIATE CONSULTS WITH CUSTOMER
PROVIDING HELPFUL INFO
Store Associate has quick
access to all the information
needed to handle the
customer’s questions:
•
•
•
•
•
Chat– Talk to an expert
Inventory View – Stock positions at other
stores
Promotions – How can we make this
selection even more appealing?
Competition – Prices and offers of other
retailers
Save Materials – Email the customer the
rich media we reviewed
© Copyright 2013 Avanade Inc. All Rights Reserved.
41
42. >Expert Support
ASSOCIATE COMPLETES SALE
CHECKOUT
Store Associate
completes the sale by
either taking payment on
the mobile device or
sending the transaction
to a traditional POS.
© Copyright 2013 Avanade Inc. All Rights Reserved.
42
43. >Expert Support
GATHERING CUSTOMER FEEDBACK
IMPROVE SALES PROCESS
Sales Associate completes
some survey questions to
capture details of the customer
interaction.
© Copyright 2013 Avanade Inc. All Rights Reserved.
44. >Memorable Interactions
MAKING THE PURCHASE MORE CONVENIENT
LONG LINE IN THE
STORE
FORGOT
SOMETHING?
COMPLETE THE
TRANSATION
Mobile POS lets customers
orders to be entered while in
line to speed up checkup using
Line Busting.
Suspend the order to avoid
having to repeat work and
waste time while the
customer goes and gets the
missing items.
Accept Credit Cards and
Capture Signatures on the
mobile device. Or let the
customer use their own
mobile phone as a mWallet
to make the payment using
NFC technology.
© Copyright 2013 Avanade Inc. All Rights Reserved.
45. >Memorable Interactions
AND THE STORE MANAGER HAS A KEY ROLE!
MOBILE RETAIL BACK OFFICE
MANAGER ACTIONS
Joe, the assistant store manager, is
walking around the store to complete
his daily tasks list.
While looking at the store’s
latest performance metrics, he
is alerted that a quick price
change is required.
Immediately he accesses and
specific menu option on his
tablet to automatically change
the price .
He uses his tablet to mark off
completed activities, check inventory,
take picture of issues that can prevent
a positive customer experience.
© Copyright 2013 Avanade Inc. All Rights Reserved.
46. What’s Next in Creating Memorable Interactions?
Next-Generation Store Technology
© Copyright 2013 Avanade Inc. All Rights Reserved.
47. >Memorable Interactions & The Next Generation Store
Kiosks and Displays
OUTSIDE TRADITION
INSIDE ACCESS
On arrival at the store, you see
the retailer has their “best sellers”
for sale in a vending machine
just outside the store. Sounds
interesting, but anyway, you
decide to enter into the store.
You decided to use the kiosk
or display at the store.
•
•
•
•
•
•
•
Identify yourself
Browse the catalog to create a
shopping list
Print out the coupons (for instance, if
you forgot your mobile device at home
with your digital coupons)
Make a product reservation
Make a purchase
Ask for personal assistant (OC)
Read other customer’s reviews
© Copyright 2013 Avanade Inc. All Rights Reserved.
48. >Memorable Interactions & The Next Generation Store
Displays with Interactive Mobile Technology
GRAB & GO
Scanning the QR Code from
the Kiosk or the display you
download the information to
your phone including a map
of the location of the item in
the store.
© Copyright 2013 Avanade Inc. All Rights Reserved.
48
49. >Memorable Interactions & The Next Generation Store
Displays with Motion Sensitive Technology
ATTRACTING INTEREST
ENCOURAGING INTERACTION
You walk by a store after hours and
you see an interactive device on
the window…
You start interacting just for fun and you find out that
there some cool items in the store and you end-up
finding the product of your wife’s dreams and
scan the QR code to your phone to share later.
© Copyright 2013 Avanade Inc. All Rights Reserved.
50. >Memorable Interactions & The Next Generation Store
In-Store Digital Showcasing
NEXT GEN TECHNOLOGY & DIGITAL ASSETS
Leverage digital assets with next-gen technology, such as RFID tags and
Windows Embedded Devices, the Retailer creates new and memorable
customer experience, such as a Connected Fitting Room, for real-time
interactive information and support on garments in the fitting room.
© Copyright 2013 Avanade Inc. All Rights Reserved.
51. These Next-generation store technology
can give your customers want they want:
Consistent Engagement
across channels
Expert Support
making their purchase more convenient
Personalized Attention
supporting their unique profile and needs
Memorable Interactions
enriching their overall experience
To learn more about the
Solutions discussed today:
Email john.a.konczal@avanade.com
© Copyright 2013 Avanade Inc. All Rights Reserved.
51
52. Kick-off NRF in style by
attending the Opening
Night Reception at the
Marriott Marquis Times
Square
More Modern
More Mobile
More Global
Sunday Jan 12
5:30 – 7:30 pm
Visit Booth # 2703 to
learn more
BIG !deas Session:
Become a Dynamic
Retailer and Make Sure
You’re Ready for What’s
Next
Follow all the action live on
Twitter and Facebook
Monday Jan 13
@msretail
FB.com/MicrosoftforRetail
3:15 – 4:15 pm
53. Help
us
Support
RetailROI
at
NRF
this
year…
Schedule
a
meeBng
with
Avanade
at
NRF
and
aEend
it,
and
Avanade
will
donate
$25
to
RetailROI.
The
Purpose
of
the
Retail
Orphan
IniJaJve
(RetailROI)
is
to
raise
awareness
and
provide
real
soluJons
for
the
more
than
400
million
vulnerable
children
worldwide.
Visit
www.retailroi.org
for
more
informaJon.
To
schedule
a
meeJng,
send
an
email
to
john.a.konczal@avanade.com
with
the
subject
line
NRF
MeeJng
or
visit:
h1p://www.avanade.com/advisor/NRF2014/Pages/naJonal-‐retail-‐federaJon.aspx
to
schedule
on-‐line.
#RetailCCS
54. Q
&A
//
Panelists
Pam Goodfellow
Principal Analyst, Consumer
Insights Director
Prosper Insights & Analytics
David Vitak
Global Business Solutions
Avanade
MODERATOR
#RetailCCS
Alicia Fiorletta
Senior Editor
Retail TouchPoints
Randy Misener
Director, Retail Industry Business
Development
Avanade
55. Xbox
One
Giveaway
Enter to win an Xbox One by attending at least two
sessions from this week’s webinar series!
#RetailCCS
*Visit the contest rules page for more information.
56. Thank
You
For
Joining
Us
The next Connected Consumer Series session…
Delivering
Omnichannel:
From
The
Back-‐End
To
The
Front-‐End
and
Beyond
Tomorrow, 12 PM ET / 9 AM PT
www.retailtouchpoints.com/special-connected-consumer-series-2013
#CCSeries13