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eCommerce saves the millennium: Why omnichannel is retail's only hope
Rebecca Brocton
Lead eCommerce Solution Specialist - JH
@RebeccaBrocton // @WeAreJH
WELCOME TO
IMAGINE 2018!
Love, Rebecca Brocton
Omnichannel shoppers have a ??% higher lifetime
value than those who shop using only one channel.
30% 16%
@RebeccaBrocton // @WeAreJH
Omnichannel shoppers have a 30% higher lifetime
value than those who shop using only one channel.
30%
@RebeccaBrocton // @WeAreJH
??% of shoppers use their smartphones as
shopping assistants in stores.
68% 82%
@RebeccaBrocton // @WeAreJH
82% of shoppers use their smartphones as
shopping assistants in stores.
82%
@RebeccaBrocton // @WeAreJH
??% of customers expect consistent interactions
across channels.
70% 90%
@RebeccaBrocton // @WeAreJH
90% of customers expect consistent interactions
across channels.
90%
@RebeccaBrocton // @WeAreJH
??% of retailers agree that an
omnichannel strategy is critical to their success.
87% 92%
@RebeccaBrocton // @WeAreJH
87% of retailers agree that an
omnichannel strategy is critical to their success.
87%
@RebeccaBrocton // @WeAreJH
??% of organisations are running co-ordinated
campaigns across all channels.
14% 22%
@RebeccaBrocton // @WeAreJH
14% of organisations are running co-ordinated
campaigns across all channels.
14%
@RebeccaBrocton // @WeAreJH
eCommerce saves the millennium: Why omnichannel is retail's only hope
ecommerce Saves the Millennium
WHY OMNICHANNEL IS RETAILS ONLY HOPE
@RebeccaBrocton // @WeAreJH
ecommerce Saves the Millennium
WHY OMNICHANNEL IS RETAILS ONLY HOPE
 What is omnichannel?
 How to be omnipresent
 What you need to know
@RebeccaBrocton // @WeAreJH
@RebeccaBrocton // @WeAreJH
WHAT IS
OMNICHANNEL?
@RebeccaBrocton // @WeAreJHOMNICHANNEL
@RebeccaBrocton // @WeAreJHOMNICHANNEL
@RebeccaBrocton // @WeAreJHOMNICHANNEL
@RebeccaBrocton // @WeAreJHOMNICHANNEL
@RebeccaBrocton // @WeAreJH
If Im on the website, Im not separated by the
computer Im not kept at arms length Im
right in there, point for point with the retailer
- Richard Hammond, Smart Retail
@RebeccaBrocton // @WeAreJHOMNICHANNEL
@RebeccaBrocton // @WeAreJH
HOW TO BE
OMNIPRESENT
The four pillars of omnipresence:
 Consistency
 Culture
 Relationships
 Relevance
@RebeccaBrocton // @WeAreJH
@RebeccaBrocton // @WeAreJH
CONSISTENCY
90% of customers expect consistent
interactions across channels.
- SDL
@RebeccaBrocton // @WeAreJH
Consistency:
@RebeccaBrocton // @WeAreJH
Consistency:
 Operations
@RebeccaBrocton // @WeAreJH
Consistency:
 Operations
 Customer Service
@RebeccaBrocton // @WeAreJH
Consistency:
 Operations
 Customer Service
 User Experience
@RebeccaBrocton // @WeAreJH
Consistency:
 Operations
 Customer Service
 User Experience
 Marketing
@RebeccaBrocton // @WeAreJH
CULTURE
If you take care of your people, the
rest will take care of itself.
- Brent Nussbaum
@RebeccaBrocton // @WeAreJH
Culture:
@RebeccaBrocton // @WeAreJH
Culture:
 Vision
@RebeccaBrocton // @WeAreJH
Culture:
 Vision
 Respect
@RebeccaBrocton // @WeAreJH
Culture:
 Vision
 Respect
 Recognition
@RebeccaBrocton // @WeAreJH
RELATIONSHIPS
The first step in exceeding your
customer's expectations is to know
those expectations.
- Roy H. Williams
@RebeccaBrocton // @WeAreJH
Relationships:
@RebeccaBrocton // @WeAreJH
Relationships:
 Personalization
@RebeccaBrocton // @WeAreJH
Relationships:
 Personalization
 Experience
@RebeccaBrocton // @WeAreJH
Relationships:
 Personalization
 Experience
 Communication
@RebeccaBrocton // @WeAreJH
Relationships:
 Personalization
 Experience
 Communication
 Rewards
@RebeccaBrocton // @WeAreJH
WHERE TO START:
QUESTIONS TO ASK
@RebeccaBrocton // @WeAreJH
WHAT MAKES YOU
STAND OUT?
@RebeccaBrocton // @WeAreJH
 Find you emotional context
 How do your products improve lives?
 How do you make your customers happy?
 How do you make your customers unhappy?
@RebeccaBrocton // @WeAreJH
WHAT IS IT LIKE TO
BUY FROM YOU?
 Map out your most common customer journeys
 Highlight what you do well & potential barriers to customers
 Listen
 Identify one thing that your competitors do well
 Copy
 Improve
 Repeat
@RebeccaBrocton // @WeAreJH
@RebeccaBrocton // @WeAreJH
HOW DO YOU
INSPIRE PEOPLE?
@RebeccaBrocton // @WeAreJH
Im just looking.
- Everyone
@RebeccaBrocton // @WeAreJH
Im just looking to be inspired
- Everyone
@RebeccaBrocton // @WeAreJH
 How is your store different to any other store?
 How to you inspire customers to interact with your products?
 Do you creatively limit choice?
 What is your narrative?
@RebeccaBrocton // @WeAreJH
WHERE DO YOU
WANT TO BE
LOCATED?
@RebeccaBrocton // @WeAreJH
 Where can you be found currently?
 Where can you best serve, advise & sell to customers?
 Forget online vs offline
 Understand how, when & where the customer will engage
 Have a strategy
@RebeccaBrocton // @WeAreJH
DOES YOUR TEAM
LOVE WORK?
 Ask questions, listen, repeat.
 What is it like working here?
 Why do you like it?
 How to you solve common problems?
 What are the customers like?
 Allow employees to share ideas on improving their own experience
 Be transparent & give them something to be passionate about
@RebeccaBrocton // @WeAreJH
@RebeccaBrocton // @WeAreJH
Setting goals is the first step in
turning the invisible into the visible.
- Tony Robbins
Rebecca Brocton
Lead eCommerce Solution Specialist - JH
@RebeccaBrocton // @WeAreJH
THANK YOU
Anything to ask?

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eCommerce saves the millennium: Why omnichannel is retail's only hope