Netcomm Forum 2013: Seamless Omnichannel

Demystified
Omnichannel
Enabling seamless
multichannel experience
Milan, 28 May 2013

Copyright © 2013 Accenture All rights reserved. 2
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Consulting
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Consulting
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Operations
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Operations
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Management of Business
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Comprehensive Know-how through
experts and projects across the e2e
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Introducing Accenture Interactive the e-commerce CoE
India Delivery
Centers Consumer
Goods
(Hyderabad)
Technology
Labs
Bangalore, India
Operations
(Madrid ISC)
CRM, S&M,
BI, Planning
(Milan ISC)
ACIN
Chicago
ACIN
Sao Paulo
Accenture Interactive
e-Commerce Centre of
Excellence
Milan
Philippine
Delivery
Center
(Manila)
Supply Chain
(Barcelona ISC)
Technology Labs
San Josè,
California
Technology
Labs
Chicago, Illinois
High Performance
Business Showcase
Murray Hill,New Jersey
London,UK
Technology Labs
Sophia Antipolis
SAP Retail
(Bilbao)
Delivery
Center
(Napoli)
Value Led
ERP
(Bangalore)
Oracle Retail
(Lodz)
Accenture Customer Innovation Network
Accenture’s global network of CG&S Industry Solution Centers
Global Delivery Network
Accenture Tecnology Labs
Technology
Labs
Beijing, China
BI, ERP, Agri
(Chicago,ISC)

Omnichannel is a new strategy
to follow the digital-customer
through a tangled customer-journey.

Our customer is experiencing «new normal»

Business-Case: Hointer fully automated store

Business-Case: Celio* showrooming

Business-Case: Argos full channel activation

Business-Case: Nike-Fuel purchasing everywhere

Business-Case: House of Fraser omni-fashion

Business-Case: in-store comparison

Business-Case: Best Buy in-store comparison

Online
On the go
In stores
In touch with
social media
networks
• Customer journey became
dynamic, accessible and
continuous. Now it is Non-Stop.
• Customers are no longer enter
a channel. Instead, they are
continuously in the channel.
• Thus customer’s focal point is not
anymore purchase but
evaluation and interaction.
New customer is now always connected

Retailers must change the game to remain relevant.
They must become seamless themselves.

Omnichannel needs a new approach
that transforms the organization
from silos of technologies and
processes to a harmonic ecosystem.

10 actions to become seamless omnichannel
Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

SEARCH
Natural Search,
SEO
Paid Search,
SEM
Search
Capability
LandingPage
Optimisation
iMEDIA
Standard
Display Ads
Rich Media
Ads
Broadband
Video
Web TV
WEB SITE
Branded
Sites
Affiliate
Site
Promotional
Site
Usability &
Accessibility
Analytics,
Web Site
Optimisation
PARTNERSHIPS
Content
Syndication
Comparison
Sites,
Shopping
Directories
Sponsorships,
Co-branding
Philanthropic
Cause
Marketing
E-COMMERCE
Direct to
Consumer
Where to Buy
Functionality
Branded
Storefront
Sell Directon
Third-Party Site
Technical
Platform
MOBILE
Mobile
Browser
MobileAps QR Codes, GPS
RFID POS
Text
Messaging
CRM
Loyalty
Platform
Behavioral
Targeting &
Acquisition
Cross-sell
Engine
Retention &
WinBack
Campaigns,
Email,
Reporting
SOCIAL
OnlineVideo Communities,
Answer Forums
Word-of-mouth,
Buzz, Referrals
Wikis,blogs,
Crowd Sourcing
Product
Innovation
Multichannel Customer Journey
DIGITAL CAPABILITIES TO LEVERAGE
OFFLINE
FOUNDATION
AWARENESS
ADVOCACY
PURCHASE
CONSIDERATION
LOYALTY
ONLINE
Identification
of Need
Search for
Solution
Evaluate
Alternatives
Product
Details
Visit to
the store
Purchase
Decision
Visit to
the
brand
website
Compare
Offers
Online
Purchase
Social
Interaction
Online
Registration
Mobile
App
Offline
Purchase
19% 81%Time Spent
Customer is exploring multi-channel experience

ONLINE
Single shopping mission across channels
• The retailing experience is
evolving from Multi-channel to
Omni-channel
• Distinct sales channels are giving
way to a single, all-
encompassing business model
• The customer experience could
begin and end everywhere
• Omni-channel approach builds
seamless operations for a
consistent experience

Integrating operations for a customer conversation
The Enterprise
Channel Operations
Merchandising
Marketing
Supply Chain
Stores Digital Customer
Center
Services
BusinessFoundation
TechnologyFoundation
…eliminate channel boundaries
• Assortment and Pricing are
integrated across channels
• Marketing presents a cohesive
“brand” for the new non-stop
customer experience
• Ensure visibility and dynamic
fulfillmentwhere inventory is
managed at enterprise level

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

The path to reach seamless fundamentals
• Business processes are a set of
interaction platforms, operations,
partners, technologies and
interactions with customers
designed basing on the channel
specific dynamics.
• A seamless approach redefines
a deeper level of integrations
to reach a newer level of
interaction that goes in line with
the strategic objectives of digital
era.

Customer
Planning
Planning Warehouse
Warehouse
Warehouse
Marketing
Marketing
E-Commerce
Store
Planishment
Till
PSP
Collect
in store
Home
delivery
Each channel is driving the technology and the process definition.
E-CommerceHeadquarterStore
Omnichannel redefines functions, roles and platforms

Customer
E-CommerceHeadquarterStore
Shared stock
WarehousesMarketing
E-Commerce
Store
Planishment
Till
PSP
Collect
in store
Home
delivery
Planning Mobile
Drop
shipment
Each channel is driving the technology and the process definition.
Omnichannel means integration of objectives, methods and platforms.
Omnichannel
Shared stock
Omnichannel redefines functions, roles and platforms

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

Leadership structure is evolving in new forms
CEO
E-Commerce
Marketing
Trading /
commerical
Operation
Commu-
nication
Marketing ITCommercial
• Cross-functional collaboration is
a priority and all work as equals
• Management of both in store
and online operations under
unique leadership
• Restructure the organization
and work horizontally
• Drive digital orientation
throughout the enterprise.

CEO
E-
Commerce
unique leadership
E-Commerce
Marketing
Trading /
commerical
Operation
Commu-
nication

Collaborative organization
CEO
Digital
DigitalDigitalDigital
CEO
unique leadership

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

Stores are in transition into a new format
• Stores role is changing since the
customer is being connected
24/7
• Enhancing the experience from
self-service to assisted service
• Various channels in store to
purchase from handing a simple,
written shopping list to sales
assistants to shopping online
within the store.
• Reinforcing brand’s appeal
exposing brand relevant added
content
Customer
places order
online
Customer
notified of
order status
Order is
delivered to
the store
Customer
collects order
at store

Shop assistant
interact with
Tablet
Customer
receive order
at home
Customer
Collects the
order in store
Customer track
the order with
Smartphone
• Empower store associates
• Real-time order fulfillment and
flexible returns
• There is an increased
collaboration with operations
across channels
• Rethink store processes,
reconsider talent and manage
labor differently.
Stores are in transition into a new format

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

Profit
ROI
Revenues
Opex
Capex
Traffic
Conversion
ATV
Marketing
Logistic
Platform
Team
Catalogue / Asset
Warehouse
Customer service
License
eCommerce
Website
Order Management
LED
D.M.D.
Delivery
Marketing
Operations
Trading
Communication
Return
Copyright
Translation
Shooting
Organic
LED
D.M.D.
Average price
# items
• Planning an eCommerce
business means:
• Reaching the break-even.
• Granting the profitability.
• Building a scalable model.
• Supporting the business balance
means:
• Balancing
- capital investment
- operative cost.
• Defining a "make" or "buy"
scenario based on company
needs.
Levers, decisions and business plan are correlated

Profit
ROI
Revenues
Opex
Capex
Traffic
Conversion
ATV
Marketing
Logistic
Platform
Team
Catalogue / Asset
Warehouse
Customer service
License
eCommerce
Website
Order Management
LED
D.M.D.
Delivery
Marketing
Operations
Trading
Communication
Return
Copyright
Translation
Shooting
Organic
LED
D.M.D.
Average price
# items
Increase
customer
business means:
means:
• Balancing
- operative cost.
needs.

Profit
ROI
Revenues
Opex
Capex
Traffic
Conversion
ATV
Marketing
Logistic
Platform
Team
Catalogue / Asset
Warehouse
Customer service
License
eCommerce
Website
Order Management
LED
D.M.D.
Delivery
Marketing
Operations
Trading
Communication
Return
Copyright
Translation
Shooting
Organic
LED
D.M.D.
Average price
# items
Increase
conversion
business means:
means:
• Balancing
- operative cost.
needs.

Profit
ROI
Revenues
Opex
Capex
Traffic
Conversion
ATV
Marketing
Logistic
Platform
Team
Catalogue / Asset
Warehouse
Customer service
License
eCommerce
Website
Order Management
LED
D.M.D.
Delivery
Marketing
Operations
Trading
Communication
Return
Copyright
Translation
Shooting
Organic
LED
D.M.D.
Average price
# items
Warehouse
Approach
emerging
markets
quickly
business means:
means:
• Balancing
- operative cost.
needs.

Profit
ROI
Revenues
Opex
Capex
Traffic
Conversion
ATV
Marketing
Logistic
Platform
Team
Catalogue / Asset
Warehouse
Customer service
License
eCommerce
Website
Order Management
LED
D.M.D.
Delivery
Marketing
Operations
Trading
Communication
Return
Copyright
Translation
Shooting
Organic
LED
D.M.D.
Average price
# items
Studio
Improve
product
content
quality
business means:
means:
• Balancing
- operative cost.
needs.

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

Copyright © 2013 Accenture All rights reserved. 45Source: Seamless Retail Consumer Survey, November 2012
% refers to answers of correspondents for the listed functionalities/services
Characteristics of the new experience innovators

Enhancement of customer experience on 360°
Customer experience
teams could be located
within marketing and
influence merchants from
there
Customer experience
team could be fully
embedded in
merchandising
with an
equal voice
at the table
Separate customer experience
function with individual team members
matrixed into each merchant buying
Team
• Infuse Merchandising with
customer advocacy
• Customer insight group
embedded with Merchandising to
incorporate insights at the point
and place of decision – eliminate
“insight islands”
• Trade product centricity offering
the right price, assortment,
promotion, AND customer
experience

Business-Case: Nasty Gal a merchandise-experience

Business-Case: Stories.com e-commerce curation

Business-Case: In-store Augmented Reality fashion

Business-Case: In-store Augmented Reality retail

Business-Case: Google Glasses

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

The evolution of the elastic supply chain
• Make visibility and dynamic
fulfillmentmandatory
• Emphasize returns management
providing non-stop customer’s
path to return is just as fluid as
the path to purchase
• The management of inventory
should be done forward,
backward and sideways, in order
to have the best flexibility in the
supply chain

The evolution of the elastic supply chain
• Emphasize returns management
providing non-stop customer’s
path to return is just as fluid as
the path to purchase
• The management of inventory
should be done forward,
backward and sideways, in order
to have the best flexibility in the
supply chain

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

Salesvolume
«Body»
Product variety
«Long Tail»
Top seller Niche product with higer margin
Cross ChannelCommercialModel
The commercial strategy for an Omnichannel journey
• To reach the business objectives
we need to balance:
• The top selling product that
drive volumes
• Niche products that preserve
margins
• To grant the success of an
eCommerce project we need to
design a cross-channel
strategy to grant:
• Turnover
• Profitability

The commercial strategy for an Omnichannel journey
Historical
Data
Offline
Benchmark
Online
Benchmark
Market
Research
Sources
Assortment
Optimisation
Price
Optimisation
Sales Forecasting
Assortment
Definition
Profitability
Analysis
Revision of the
Sets
Price
management
Rules
Base Price and
Margins
Flexibility
Analysis
Baseline
Normalisation
Forecast of the
Volumes of the
Sales
Promotional
Uplift
Calculation
Promo
Optimisation
Simulation
Promotional ROI
Definition of the
Promotional
Tactic
Promotional
Strength
Capabilities
Online
Search
Trend
Cross ChannelCommercialModel
1 2 3
4
• To reach the business objectives
we need to balance:
• The top selling product that
drive volumes
• Niche products that preserve
margins
• To grant the success of an
eCommerce project we need to
design a cross-channel
strategy to grant:
• Turnover
• Profitability

Traffic
Building
Commercial
Strategy
Supply Chain
Customer
Experience
Store New
Role
Organization
Strategic
Omnichannel
Technology
Business
planning

Digital acquisition strategy across channels
• We can influence the visitor volume
using different acquisition
channels and performance
strategies.
• The conversion rate is influenced
by a mix of commercial and UX
elements.
• The average ticket is influenced by
assortment strategies.
• Customer reactivation
is strategic

Digital acquisition strategy across channels
Click
Through
Conversion
Traffic
Turnover
Commercial
Levers
Transactions
Organic Lead
Awareness
Information
Acquisition
Customer
Thrust
User
Experience
Reactivation
• We can influence the visitor volume
using different acquisition
channels and performance
strategies.
• The conversion rate is influenced
by a mix of commercial and UX
elements.
• The average ticket is influenced by
assortment strategies.
• Customer reactivation
is strategic

• Digital customer is using the
SOcial LOcal MObile interaction
on daily base
• In-store price comparison, rating-
&-review and gamification
influence purchase decision and
drive additional customer
• There are new features to map the
malls (even floors) to drive the
customer to theirs preferred store.
Driving traffic to store with digital and SO.LO.MO.

Business-Case: Google Maps Indoor

So what I need to do to become a
real seamless omnichannel
leading company?

The next five actions to became seamless
1. Acknowledge the burning
platform
2. Identify target customer
experiences
3. Put the right leadership in
place
4. Involve the right people from
the beginning
5. Know that making the
business-case will be
challenging

Thank you !
Federico Gasparotto
Digital Marketing Offering Lead
Accenture Interactive
Tel: +39-331-7550490
@: federico.gasparotto@accenture.com
Blog: www.gasparotto.biz
IM: federico.gasparotto

Netcomm Forum 2013: Seamless Omnichannel

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