9 Ways to Offer the Omnichannel Experience Your Customers Expect
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Presentation from NRF 2019 Retail's BIG Show Alexandre Hubert, Sr. Dir., IT Strategy and Logistics, Browns Shoes Inc. Stephanie Richelieu, VP, Global Marketing, Generix Group
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9 Ways to Offer the Omnichannel Experience Your Customers Expect
- 1. 9 Ways to Offer the Omnichannel Experience Your Customers Expect
- 3. 25+ years delivering Collaborative Supply Chain and Unified Commerce solution services. • In 50 countries • Servicing thousands of customers • Processing 50k transactions/minute • SaaS and Edge/Hybrid options
- 4. Browns Shoes is a family-owned business established in Montreal in 1940. Today, Browns has 68 locations throughout Canada and is synonymous with top international designer collections and exclusive street savvy fashion for ladies, men and children.
- 5. • Leverage the insights and learnings of a thriving retailer 79 years into their customer-centric journey • Assess your own position against the top “must-do’s” to deliver the experience your customers expect Actionable Takeaways from this session:
- 6. Study of the top challenges retailers must address to succeed in today’s and tomorrow’s markets. • 70+ interviewees in Europe • Expanded sampling taken in N. America by Generix Group Directly Background
- 7. • Silos are killers – Every group in your company must work together to deliver the experience your customers expect • Transformation is not for the faint of heart – The initiatives required to succeed are ambitious and wide-sweeping • Customer experience demands coherence – There can be no separation of on-line and in-store strategies or execution Core Principles
- 8. 1. Phygital is more than a buzz word – You must reimagine the store experience 2. Knowledge is power – You must break data silos, federate information and form 360° client understanding 3. Don’t let systems hold you back – You must modernize your technology landscape and adopt an ecosystem of application services Survey Says…
- 9. Survey Says… 4. K.I.S.S. and Collaborate – You must simplify processes, drive transparency and promote client engagement across your organization 5. Automate – You must automate non-value add tasks and leverage automation to facilitate client interaction 6. Make it easy – You must make the customer journey easy, streamline and unify their interactions with you
- 10. Survey Says… 7. A.I. and Machine Learning – You must leverage AI and machine learning to scale client engagements, gain insights and optimize conversion paths 8. Trust is paramount – You must ensure data protection. 9. Deliver on your promises – In today’s world of near infinite choice, brand integrity and trusted delivery is critical
- 11. Conclusion • Silos are killers • Transformation is not for the faint of heart • Customer experience demands coherence • Strong management and solid talent are a must • Agile systems and processes are critical
- 12. Thank you
Notas del editor
- Description: Are you really offering the omnichannel experience your customers want? In a recent global survey of retailers, 50% of respondents said it’s too hard to adapt their legacy systems and processes to omnichannel supply chain needs. In this session, Generix Group offers 9 ways to overcome the top challenges.
- Browns Shoes has always known the customer experience is central to its success. One of the secrets to the success of the chain is the retail philosophy of the late Chairman Morton Brownstein C.M., who explained, “I want every customer to say, ‘I need to go to Browns,’ not ‘I need to buy a pair of shoes.’ If we accomplish this, then we have succeeded in equating shoes with Browns in a customer’s mind, so that for her or him, the only place to purchase shoes is Browns.”
- In mid-2018 Generix Group sponsored a review of the top challenges retailers must address to succeed in today’s omni-channel environment or as Gartner and others have begun to aptly describe it , the world of unified commerce. The review was conducted by an outside research and consulting firm, Markess, and was focused in Europe. The group compiled data from interviews with over 70 representatives from retailers of various size and specialty. We in N. America then took the liberty of comparing the results within a spot sampling of retailers we knew to be more focused in N. America – not surprisingly the findings were by and large consistent. Over these next 20 minutes or so we will share with you the must do’s the study surfaced and hear from Alex the real life approaches, experiences and thoughts Browns Shoes has on these.
- Prior to highlighting and discussing the 9 specific actions necessary to thrive in our current and future times let’s highlight 3 overarching conclusions of the review: Silos are killers – if you are not working cross-functionally you will fail Transformation is not for the faint of heart – per the above everyone and every system is implicated in meeting the demands of today’s consumers and anticipating tomorrow Customer experience demands coherence – just a short 3 years ago there were still debates taking place on the viability and applicability of on-line shopping within some of the surveyed companies, today the debate isn’t about on-line and in-store but about the convergence of the physical and digital Alex, for many of us living this daily, these feel like “motherhood and apple pie” statements (to use an American expression). What are your thoughts? Do you feel everyone has grasped these fundamentals and their implications or are some/many out there still holding onto outdated modes of thought? Would you suggest any other overarching guidelines this audience should retain from your own experience? - Speak to the 3 points but highlight the criticality of executive strength and talent
- Thanks Alex, we’ve promised this audience they would walk out of this 30 minute session with 9 ways to deliver the customer experience required to compete today and tomorrow so let’s get to it Phygital – From click collect to self scanning to your phone to virtual reality product testing, etc the convergence of the physical and digital is core to delivering the customer experience. It is here to stay as we can see with the leaders in Digital like Amazon developing and acquiring physical points of consumer interaction and in reverse Kroger teaming with Microsoft to pilot the grocery store of the future with digital shelving displays providing real time pricing updates, nutritional information, ads, etc. Alex tell us about Browns Shoes thoughts and actions in this area and what you believe your greatest obstacles will be Knowledge – Alex I think we all agree that having that complete profile and understanding of a client is gold but we also know that our data collection systems didn’t develop with a view to delivering that 360 view – the reality is most of us have disparate data sources. It remains a struggle to gather and convert all this data into meaningful information due to access (which is more easily overcome these days) and due to the more daunting issue of data quality or integrity – please share with us what Browns is doing in this arena, how are you addressing the obstacles, is it paying off? Systems – 50% of those surveyed stated that their IT systems were inhibitors to addressing the needs of changing markets…[shameless plug – if anyone in the audience feels the same as those 50% come by and visit us in booth 2942 we will have a lot to talk about!]…Alex, Browns Shoes is rightly proud of its work and results in the area of automation and IT solutions. Speak to us a little about the challenges you faced/are facing? How have you did or are adressing them? What benefits have your efforts brought?
- On to #4 KISS and Collaborate – obviously a bit of a tongue in cheek label but it makes the point, across the surver pool 40-50% of respondents believe a key to success is ensuring simplicity - don’t overengineer processes, to be successful it cannot be difficult to for you to interact cross-functionally, to interact with your client and for them to interact with you. Further this same pool felt that with simplicity comes transparency which is a big contributor to developing trust as we’ll discuss later. 5. Automation – 100% of those interviewed believe automation is criticial to developing agility and being ready to rapidly adapt to on-going changes in market expectations. Alex, I know this is an area near and dear to your heart and something Browns’ is excels in daily, tell us a bit of what you have done, the results, lessons learned through the challenges you faced and where are going? Make it Easy – Interestingly, when the concept of simplicity was applied to the customer journey specifically (ease of interaction with you regardless of channel) the number of interviewees higlighting this concept as critical jumped to a vast majority. Alex, what is Browns Shoes view to these points – would you rate the need for internal simplicity below customer ease of interaction? What is Browns Shoes doing along these concepts?
- AI – Alex, in my conversations there is both an enthusiasm and reticence toward AI, on the one hand we love the scale and insights it can or could deliver and on the other we hate those annoying chat bots that don’t understand what we are trying to say. And, we feel that bit of unease when a product we are thinking about looking into is suddenly recommended on our feed – or maybe that’s just me that thinks how cool from a tech perspective then “hmm it’s a bit creepy”…what is Browns Shoes approach to leveraging AI and machine learning, anything you can share about where and how you think they serve the greatest value to your clients? Trust 1 – Protection of personal data whether under mandates such as GDPR or not is crucial to developing client trust, you must ensure data privacy and respect your clients desire to share less not more Trust 2 - Just as important to developing trust as is protecting your clients data is ensuring the quality of what you put out and do – proper labeling, origin traceability, delivery promises, sustainability reporting, etc are all critical to developing trust in today’s consumers… Alex, a lot of what we have discussed today centers around getting an even better understanding of our clients which could to some mean pushing for and pursuing more and more data collection, how is Browns approaching the challenge of changing feelings and regulations about data sharing with getting what you need?
- To conclude today’s session, let’s go back to where we started. Any retailer wishing to retain and grow its business needs to be actively working across all the areas highlighted today. However to be successful in the overall objective, you must: Eliminate those silos Know and own the fact that this is a continuous journey that takes time, investment and effort --- it’s not an isolated event and not one and done The customer experience is not a one by one – web, store, etc. It is singular across all channels. And, as Alex noted without strong management, solid talent and investment in agile systems success will be evasive Alex any concluding recommendations from Browns? [This is the point to discuss the challenge of managing priorities, maturity, making choices and managing expectations…]