Simon Mainwaring gave the keynote, stressing that organizations must have purpose that is humane and meaningful to customers. Purpose should come before technologies like omni-channel experiences. He said 80% of consumers expect companies to do more than make a profit and want to be part of solutions. Brands like Toms, Starbucks, and United Airlines were discussed as examples of social impact. The presentation suggested being more relevant through interactive campaigns, rewards for supporting values, and personalized services. Case studies showed connected stores from ALDO and IoT devices from Weissbeer. The takeaways were that purpose brings customer engagement, two-way communication understands values, and personalized experiences get closer to customers.

1. Report
Omni-Channel Master Class

2. About the event
20 April 2017
@Four Seasons Hotel
Organized by SAP Hybris and
partnered with Inside Retail
Attendance was strictly
limited to retailors, brand
and mall operator only
For further details, check out
Eventbrite

3. Keynote by Simon Mainwaring
• He's a branding consultant, the author of "We First"
• He stressed that organizations must have purpose,
be humane, and be meaningful and relevant to
customers
Purpose People Process Technology
Purposes should come first and technologies like seamless omni-
channel experience should come next to offer what we really believe
and be truly connected to our customers

4. Why purpose matters
• 80%+ consumers expect
companies to do more than just
make a profit
• Consumers want to be part of the
solution and reward purpose-
driven companies
• Purpose also increases employee
loyalty and tenure
Society, Technology, and Demographics
are constantly changing and without
purpose it's easy to get lost

5. Brands and their social impact
Nobody wants to fly
with United Airlines
after the dragging a
passenger incident
Toms values empathy -
Customers can buy
shoes and also
contribute to kids who
can't buy shoes
Everlane believes fashion
industry must be
transparent and
consumers in Canada raised
fund to have Everlane
because they agreed
Starbucks is deeply
committed to support
equality and cultural
diversity

6. What can we do to be more relevant and meaningful?
Interactive campaigns
Drive consumer participation from multiple
channels, and celebrate their stories
Easy rewards
Offer flexible and simple way to reward
customers who support our values
Personalized services
Appreciate each individual and offer tailor-
made experience for them

7. SAP Hybrid showcases
The consultancy introduced a few interesting case studies, future
scenarios, and tools they are offering
ALDO connected
store combined digital and
offline shopping experience
Weissbeer is using IoT device
that visualize their product
and service
Customers can easily select
their collection of Nespresso
set by using Nespresso Cube

8. Key takeaways
1. Purpose must be a humane and powerful story that motivates customer
engagement. We must bring our brand purpose to life through a seamless
consumer decision journey.
2. To be more relevant and meaningful to people's lives, we should facilitate
two-way communication with our consumer community to understand their
values, attitudes and needs.
3. We can get to closer to our customers by offering personalized, tailor-
made experiences. Emerging technologies such as AI, IoT, VR/AR, image
analysis etc. can be helpful for creating better retail experiences.

9. Thank you
Soyeonlee@lanecrawford.com