Piotr Wrzalik Vice President Unity Group The presentation focuses on author's key findings from omnichannel retai&distribution projects. There are 5 key challenges to be discussed: * defining omnichannel strategy * building and managing cross-department teams * understanding and managing customer livecycle management * addressing customers mobility * providing exceptional online experience The author will define key components and propose a simple to understand 4-step process to define a good omnichannel strategy.

1. Implementing
omnichannel
strategy
Lessons learned
Piotr Wrzalik
Managing Partner
Booth A16

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Menu
• What is omnichanneling all about
• Building and managing cross-department teams
• Addressing challenges with legacy IT systems
• 4 steps to your own omnichannel strategy

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Who we are
• One of top IT/e-commerce tech providers in Poland
• E-commerce / PIM / Omnichannel Integration
• Remote development teams (PHP, Java, .Net)
• 200 people, 3 offices in Poland, 20 years experience

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Stock + Customer database
– the key enabler
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

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What’s Omnichannelling all about?
Sales per Customer p.a. – International Fashion Chain
Store Customer
Online Customer
2-Channel Customer (Store + Online)
3-Channel Customer (Store + Online + Catalog)
Sales per Customer p.a. – Multibrand Retailer
Store Customer
Online Customer
2-Channel Customer (Store + Online)
 2 or 3-channel customers are at least twice
as productive as 1-channel customers
 They buy more often and have a bigger
shopping basket
It’s all about share
of wallet !
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

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Independent Online Organization
Top
Management
Marketing Sales Buying OnlineFinance /
Controlling
Operations / IT
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

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Online embedded in Mrktg/Sales
Top
Management
Marketing Sales Buying
Online
Finance /
Controlling
Operations / IT
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/
Online
options

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Integrated Digital Organization
Top
Management
Marketing Sales Buying Operations / IT Finance /
Controlling
Online MK
Add-on Online
Buying
Online
OPS / IT
Online MK
Online
Controlling
Crosschannel
Management
Cross-dept
team
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

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Cross-dept
team
Coach
Injecting best pratice
Top
Management
Marketing Sales Buying Operations / IT Finance /
Controlling
Online MK Crosschannel
Services
Add-on Online
Buying
Online
OPS / IT
Online
Controlling
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/

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Cross-dept
team
Adding Competence at C-Level
Marketing Sales Buying Operations / IT Finance /
Controlling
Online MK Crosschannel
Services
Add-on Online
Buying
Online
OPS / IT
Online
Controlling
Top
Management
Chief Digital
Officer
Source: Lutz Spannuth, SPANNUTH DIRECT
http://www.spannuth-direct.com/
http://www.cio.com/article/29971
80/cio-role/6-responsibilities-of-
the-chief-digital-officer.html

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Omnichannel brings challenges to IT
• Multiple touchpoints and integration points
• Dramatic increase in size of data
• Data-Driven Marketing requires real-time processing
• High value SaaS based services to be integrated into IT systems
• Short time to market expected

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Data silos limit customer experience

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4 steps to omnichannel strategy
Market analysis
Know major
digital trends
Learn your
client needs
Benchmark
to your
competition
Organisation
& IT audit (AS-IS)
Business vision
IT Architecture
and roadmap (TO-BE)
Perform SWOT
analysis
Know your team
competence and
experience
Learn your IT
limitations
Build model
Estimate potential
gains and risks
Identify key
challenges
Define KPIs
Work out a scalable
IT architecture
Define roles and key
requirements for all
systems
Build roadmap
for agile delivery

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Omnichannel Retailing is about
increasing the „Share of Wallet“
through total Customer Centricity
Omnichannel retaling is for most brick
& mortar retailers a „no choice“
strategy
Ability to build and manage your
digital competence team is crucial
enabler for all online initiatives
Delegation will not work – CEO must get
his hands dirty. Injecting best practice
by working with external coach is a way
to go for „greenfield” CEOs
IT infrastructure and organisation must
support channel integration and adaptive
change (the two-speed IT)
Use 4-steps methodology do build
your successful omnichannel strategy
and START DOING IT!
Key takeaways

15. Meet me @ booth A16
Piotr.Wrzalik@unity.pl
http://www.unity.pl/en