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CHUCK CANTRELL
The Omni-Channel ParadigmCantrell&Associates
Twitter: @cantrellassocs
Hello!
 Been in the technology industry for over 20 years
 Have worked with some of Americas largest brands
 Kohls
 Nordstrom
 Starbucks
 Harley Davidson
 Yahoo
 Microsoft
 Have had a lot of fun solving interesting problems
Chuck Cantrell
Omni-Channel
In Store
Wholesale
Omni-Channel
In Store
Wholesale
Omni-Channel
In Store
Wholesale
Omni-Channel
In Store
Wholesale
Contextual Relevance
Contextual Relevance
SHOP
Big Data
Big Data
Failing Forward
Making Consumers Love Your
Brand
CHUCK CANTRELL
The Omni-Channel ParadigmCantrell&Associates
Twitter: @cantrellassocs
Thank You!

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ICT Talkv2

Editor's Notes

  • #3: This is me
  • #4: What is Omni-channel? No matter how many channel you support, speaking to the consumer with one voice. Whether its: Retail Stores Wholesale and Marketplaces Franchise organizations Mobile Or Online
  • #5: Typically the consumer is an afterthought in a channel strategy The consumer only sees one channel The one they are in at the moment
  • #6: The company view is that the consumer seeks out the channel
  • #7: But realistically the consumer owe you nothing. Your brand must put them at the center and serve their needs. Of course however, if you plan to do this all without them. So how do you serve them, how do you know who they are and what they want, when?
  • #8: Contextual Relevance is the key? Understanding the Who, What, Where, When and How Of the consumer relationship.
  • #9: Contextual Relevance is about the consumer And their relationship to your brand Through the ways that they interact with you and others that interact with you via social and traditional media Search and search marketing Where they are in Time and Space And where they are in the process along the shopping journey with you and your channels
  • #10: Contextual Relevance is difficult! It requires the collection of lots of data, that is typically segmented in to data silos You will need to pull this data together and apply algorithms that help create clarity and understanding about consumers.
  • #11: A number of companies offer solutions in this area, but it is not an easy area to traverse. It requires experts in areas that may not be readily accessible in organizations. It requires a willingness to experiment and learn. To test and then test again. To be very flexible and wiling to fail
  • #12: Failure is not an option in most businesses. This type of thinking ironically will eventually lead to failure. Concepts like Big Data are not overnight activities. And are best not taken on in a single bound. Building blocks is a better approach Failing forward means taking small risks and seeing where they lead. Its taking small steps towards success. Sometimes you will stumble But eventually you will get it right.
  • #13: All of this has to lead to helping consumers love your brand And that means getting products into their hand when and where they want it. Delivery methods are a big part of Omni-channel success. Expanded delivery time window; as late as midnight BOPUS Home Delivery Express Delivery Drones Amazon Lockers Delivery to you trunk Collect + Google Express Getting what they love into their hands