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Multi-Channel Retailing:
                       Leveraging Multi-Channel Assets




                       Martin Chitty | Imtiaz Kaderbhoy | Andrew McMillan |
                       Rizwan Tayabali | Jeremy Labram

                       Charteris plc, 39-40 Bartholomew Close, London EC1A 7JN
                       Tel: 020 7600 9199 Mob: 07815 541 698
© 2007 Charteris plc                          1                              24 September 2008
Charteris    = Business & IT Consultancy

             Key Focus =
Customer Centric Multi-Channel Retailing
Agenda
     Overview
          3 Critical Challenges for Retailers
          Learnings from Charteris’ Multi-Channel Retailing Survey
     Focus Sessions
      1. Changing         to a Cross Channel Culture
      2. Doing         more with Existing Assets
      3. Linking        Assets Together
     Summation


© 2007 Charteris plc
© 2007 Charteris plc                          3                 24 September 2008
What’s happening in the market?
3 Critical Challenges
1. Channel Convergence
Seamless customer-facing culture, brand
    and service across channels...
... build loyalty through compelling
     cross-channel experiences
2. Social Consumer Behaviour
Maximise your engagement channels...
... leverage social media and the web
3. Credit Crunch
Innovate through “Low cost / High benefit”
  multi-channel customer propositions...
...link up existing assets to create
       new value-add services
We see an underlying theme...
“Leveraging existing assets”
Existing Assets =
People | Channels | Process | Technology
Gain            Improve
Competitive       Customer
 Advantage          Service

Increase Sales   Gain Market
   Revenue          Share
Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
= Customer Centricity
BUT...
...easier said than done
Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
Retailers currently face a lot of challenges
2. Doing more with
                           Responding
                           to Customer
                                               existing assets
                              Needs


              Cross-                       Improving
             Channel                        Customer
             Culture                       Experience

   1.
Changing
                           Lowest
 Culture                   Scores
           Shifting from
                                           Leveraging
            Product to
                                            Existing
            Customer
                                            Systems
            Centricity

                           Integrating
                             Existing
                             Systems
                                         3. Linking assets together
Focus: 1
Changing Culture
3 Key Differentiators
Culture can be more powerful than colour!
What are the benefits of a
cross-channel culture?...
Channel Convergence




...loyalty through seamless multi-channel
                experiences
Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
Focus: 2
Doing more with existing assets
Social consumer behaviour




Leveraging Social Media and the Web
Did you know?...
This isn’t a youth thing

                                          UK
                                         17.1m


Adults
 Only




                                Image Source : Universal McCann Wave 3
Did you also know?...
We’re already moving past Web 2.0?




                Image Source : http://thepaisano.wordpress.com/2008/03/08/web-20-vs-web-30/
Back to Basics...
Web 1.0 vs Web 2.0
Company to Consumer: Shut up and Listen




                                  Image Source: BK Group
Web 2.0




We’re in a 2-Way conversation
The Web as a Conversation Platform
They’re talking about...
The consumer conversation is underpinned
           by Social Media
Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
What can it do for your business?
Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
How do you leverage it?
Leveraging Social Media is about getting
your consumers do your marketing for you
Some easy strategic decisions...
Pick your dissemination channels
Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
Maybe a bit of technology
Some relevant human resource
And lots of inter-personal engagement!
Focus: 3
Linking Assets Together
The Credit Crunch




Joining up existing assets to create
     new compelling services
Making 50 lbs do the job of 400 lbs
Existing Assets =
People | Channel | Process | Technology
Take stock of your assets

                   Call
Expensive         centre         Web
  shops           Making        channel
                  things
Spare space       happen       Small T/O, but
Get it now        for          Exciting YoY
                  customers
Dealing with                   Masses of
other people’s    Trying to    content
dirty washing     get the
                  channels     All pervasive –
Staff churn       to coll-     extends reach
                  aborate
Single view of the customer - Oh really?
One stock file - Oh really?
Some ideas for linking assets...
Multiple Channels to Multi-Channel




          Return product to store irrespective
          of channel chosen
70%       Notification of delivery delays – via
          mobile or email or phone
          Research in store
                             spend 50% or more
Click & Collect
Who owns the sale?
Making it happen...
Some underpinning integration of
   process and technology...
...and lots of Customer Centricity including
        the “Voice of the Customer”
How can we help?
Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
Summary
1. Start moving towards a
           Cross-Channel Culture

   2. Do more with your existing assets

3. Look for opportunities to link your assets
    together to create new propositions
Leverage your multi-channel assets!
Thank-You
The essential bridge between business and technology




         ARC Retail Presentation
         M. Chitty | I. Kaderbhoy | A. McMillan| R. Tayabali | J. Labram

         Call any of us on +44 (0) 207-600-9199
         Email us at info@charteris.com

         Visit our Website @ www.charteris.com
         Download this @ www.slideshare.net/charterisplc


                       Charteris plc, 39-40 Bartholomew Close, London EC1A 7JN
                       Tel: 020 7600 9199 Mob: 07815 541 698
© 2007 Charteris plc
© 2007 Charteris plc                          80                                 24 September 2008

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