Omnichannel architecture - quick wins, how to start, real-life tips&tricks based on Divante's portfolio

1. BUSINESS SERVICES
D IVA N T E
eBusiness Agency

2. Who we are

3. About Divante
• eBusiness Software House
• Operating since 2008
• Over 150 people at our office in
Wrocław, Poland
• Office in Rotterdam,
Netherlands
• Clients from Europe and the US
• Within your reach: 1.5h flight
from London, Berlin, Oslo,
Amsterdam, Paris
• SCRUM methodology ensuring high
quality and flexible approach to the
business requirements
• Case studies: divante.co/portfolio

4. Omnichannel

5. 5
Big picture

6. 6
Omnichannel Gap in e-Commerce
Customer
- 71% expect on-line stock information
- 50% expect Click&Collect feature
- 13% won’t visit offline store without
checking product availability
- 59% shipping costs affect the decision to
abandon the purchase
Retailer
- only 32% stores offer basic c&c and
stock information
- only 6% don’t have integration
problems between channels
- shipping and returns can be solved
using offline stores
Customer Desires Vs. Retailer Capabilities: Minding The OmniChannel Commerce Gap, Forrester

7. 7
Omnichannel Gap in e-Commerce
Customer
- 69% expect full catalog information in
offline
- Save the Sale – 45% consumers are OK
with ordering online when a product is not
available in the shop (and if the shipment
is free)
- 1s of page load time lowers CR by 7%
Retailer
- only 32% retailers have such
possibilities
- only 32% retailers can save the sale
- only 15% organizations can guarantee
the expected performance
Customer Desires Vs. Retailer Capabilities: Minding The OmniChannel Commerce Gap, Forrester

8. 8
Our know how
100 000 000 EUR in sales
CC, E-SHOP, C&C, RWD, MOBILE
Loyalty program growth
E-SHOP, MOBILE, LOYALTY
+46% conversion growth
C&C, E-SHOP, MOBILE, CATALOGS
TOP3 in Germany, SMYK Group
C&C, E-SHOP, LOYALTY
TOP3 in Holland
C&C, E-SHOP, POS
>2mln UU / mc
C&C, E-SHOP, MOBILE

9. 9
Success factors
- 70% successful e-Commerce clients have
created an e-Commerce strategy at first,
- You’ll need a dedicated Omnichannel
manager
- Board engagement is key to success
because you need:
- coherent pricing, returns, shipment
strategy for all channels,
- all offline stores have to be engaged and
support Omnichannel,
- a lot of trainings and coaching for all
divisions.
- Omnichannel transforms the whole
company – it cannot be implemented only
in new channels,
- Be prepared that executing Omnichannel
strategy properly may take time. Good
news: some quick wins are available.
9
Projektowanie
Portalu Wiedzy
oraz
eCommerce
Uruchomienie
Portalu Wiedzy
eCommerc
e:
Przypadki
użycia
Projekty
funkcjonal
ne i
graficzne
Promocja: Portal WIedzy
Stworzenie i uruchomienie sklepu w wersji 0.8 Uruchomienie sklepu w wersji 1.0
SLA (Grupa Uderzeniowa) oraz rozwój aplikacji Sklepu
SLA (Grupa Uderzeniowa) oraz rozwój aplikacji Portalu Wiedzy
Strategia
marketingowa
Wstępna promocja Portalu
Wiedzy
Tworzenie contentu dla Sklepu i Portalu Wiedzy
Wdrożenie systemu CRM
SLA (Grupa Uderzeniowa)
SLA (Grupa Uderzeniowa) oraz rozwój aplikacji CRM
Zapewnienie integracji
SEO
Promocja: Sklep internetowy
Projektowanie PIM i
CRM
Wdrożenie systemu PIM
HOSTING
Marzec
2015
Kwiecień
2015
Maj 2015
Czerwiec
2015
Lipiec 2015
Sierpień
2015
Wrzesień
2015
Październik
2015
Listopad
2015
Grudzień
2015
Styczeń
2016
Luty 2016
Marzec
2016

10. 10
Fast track to
Omnichannel

11. 11
Where to start?
Quick wins in Omnichannel:
- Click & Collect / Reserve & Collect / Click & Collect from store stock
- Omnichannel consistency – marketing /product information & offer;
stocks
- Cross-channel customer database – ROPO support; call center support

12. 12
First step – central database
Way to Omnichannel almost never starts from no-channels.
Integration of existing and new channels is key to success.
There should be one central customer database – CRM.
Order Management System – CRM or eCommerce, POS integration
CRM Tools
Operational Data sourcesAnalytical – Big Data
CRM
SMS/E-mail CALL CENTRE POS WWW
Reports
Prediction models
Reco engine
Operator deck
Customer account
CRM management
Operational CRM
E-commerce
Other integrations…

13. 13
Second step – consistent offer
All channels must have synchronized and channel-optimized information about products and stocks.
ERP features rarely satisfied marketing and customer needs.
PIM is a must
ERP
PIM
E-Shop
Mobile
Catalogs
New SKUs
Vendor 1
Vendor 2
Raw Product Data
Edit
ReviewPublish

14. 14
Third step – integration
Most successful retailers we have cooperated with use high-throughput ESB to maintain real-time communication.
Adoption of legacy software (POS, ERP …) can be difficult.
Online store
B2B
platform
ERP / WMS PIM CRM
Online store
B2B
platform
ERP / WMS PIM CRM
Mobile appMobile app
? ?

15. QUICK WINS!

16. 16
Open architecture

17. 17
ORO CRM / ORO Commerce
- CRM designed for Commerce (by
creators of Magento)
- MVP deployment – 1-3m
- Operational & analytical capabilities
- 360deg customer view
- Great customization capabilities
- B2B online sales features

18. 18
PIMCore
- MVP deployment – 1-3m
- Product Information Management,
- Multichannel support (even
Web2Print),
- Multi-language support,
- Full Magento integration,
- Workflow based process, advanced
ETL tools (filtering, content
enrichment, multimedia
embedding)

20. Thank You!