Tech talk: Customer focus as a foundation for omnichannel retailing civalue_adler

1. Customer Focus as a
Foundation for Omni-channel
Retailing
Ory Adler, Managing Director, ciValue

2. C O N F I D E N T I A LC O N F I D E N T I A L
Ory Adler –Managing Director, North America
• Over 20 years experience in Retail, CPG and Marketing Services
• Expert in B2C Loyalty Marketing technologies
• Prior strategic consulting engagements with large retailers
across Canada, the U.S., and the U.K.
2
PRESENTER

3. C O N F I D E N T I A L
OMNI-CHANNEL FROM A RETAILER PERSPECTIVE
Web-site Mobile App
SocialIn-Store
Call Center
WHO? WHY? HOW?
%O

4. C O N F I D E N T I A L
“Media & Electronics when
I want it”
“That Monthly Stock-up”
“My Weekly Grocery Trip”
“Grocery Top-up on
my way Home”
“Kids Healthy Food
when it runs out”
OMNI-CHANNEL FROM A CUSTOMER PERSPECTIVE
“Retail Therapy when
I find that moment”
WHAT? WHEN? WHERE?

5. C O N F I D E N T I A LC O N F I D E N T I A L
“RETAILERS OF CHOICE” ARE HEAVILY FOCUSING ON DIGITAL IN ORDER
TO GROW SHARE OF WALLET
Beauty Aids BooksElectronics Home Improvement
and don’t forget - also joining the
direct-to-customer digital party:
…..

6. C O N F I D E N T I A LC O N F I D E N T I A L
% of Customers
Loyal to >5
Categories
Customer Value
BEST CUSTOMERS ARE TYPICALLY LOYAL TO > 5 CATEGORIES
80%
50%
20%
5%
Best Worst
based on ciValue analysis of data from U.S. &
European Drug, Grocery, and Specialty retailers
Each additional Category
typically represents between
2% to 5% of incremental spend

7. C O N F I D E N T I A L
UNDERSTAND YOUR CUSTOMER’S SHOPPING PATTERN BY CHANNEL
Skin CareCosmetics Detergent
• Professional
• Mother
• Time Starved
• Health Conscious
• BEST Customer
Juliana
HIGHLY Loyal SOMEWHAT LoyalHIGHLY Loyal
25% 75%
LOW Churn Score
50% 50%
MED Churn Score
100% 0%
HIGH Churn Score

8. C O N F I D E N T I A L
EVALUATE THE BIG PICTURE TO DETECT CONCERNING TRENDS
8
• Time Starved
• Mothers
• BEST Customers
Detergent
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Last 9 Months Last 6 Months Last 3 Months
%Sale In-Store %Sale eCommerce. Likelihood to Churn

9. C O N F I D E N T I A L
DEVELOP AN ARRAY OF PERSONALIZABLE TACTICS
9
PROTECT
REMINDERS
RECOMMENDATIONS
SUGGESTIONS
SUBSCRIPTIONS
PROMOTIONS
9
=
Hi!
GROW

10. C O N F I D E N T I A L
USE INDIVIDUAL INSIGHTS TO SUGGEST RELEVANT CHANGES IN BEHAVIOR
10
WHEN? WHAT?
Juliana

11. C O N F I D E N T I A LC O N F I D E N T I A L
1. Use data to identify customer engagement opportunities
based on individual shopping patterns
2. Invest in omni-channel shopping experiences that realize
these opportunities
3. Use data to engage each customer at the most relevant time
4. Test, Measure & Learn
11
APPLY YOUR DATA STRATEGICALLY WHILE YOU STILL HAVE IT

12. C O N F I D E N T I A LC O N F I D E N T I A L
THANK YOU!
Contact:
Ory Adler
Email : ory@civalue.com
Phone: +1.416.409.7990
www.civalue.com
Shop.org Booth #1251