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Netcomm Forum 2013: Seamless Omnichannel

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Cosa significa diventare un'azienda "Seamless Omnichannel" (ovvero gestire tutti i canali dai negozi all'e-commerce al mobile senza strappi), quali vantaggi possiamo trarre e quali sono i passi che dobbiamo compiere ?

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Netcomm Forum 2013: Seamless Omnichannel

  1. 1. DemystifiedOmnichannelEnabling seamlessmultichannel experienceMilan, 28 May 2013
  2. 2. Copyright © 2013 Accenture All rights reserved. 2Something about Accenture …
  3. 3. Copyright © 2013 Accenture All rights reserved. 3An end-to-end service unique offeringStrategyConsultingProcessConsultingTechnologyConsultingProcess &SystemImplementationInfrastructureOperationsApplicationOperationsBusinessProcessOperationsAccenture As Business Innovation PartnerStrategy ConsultingManagement ConsultingIT-ConsultingStrategy Process Information TechnologyManagement of BusinessProcessesComprehensive Know-how throughexperts and projects across the e2evalue chainHigh implementation complexity throughIT and project management Know-HowChange Management
  4. 4. Copyright © 2013 Accenture All rights reserved. 4Introducing Accenture Interactive the e-commerce CoEIndia DeliveryCenters ConsumerGoods(Hyderabad)TechnologyLabsBangalore, IndiaOperations(Madrid ISC)CRM, S&M,BI, Planning(Milan ISC)ACINChicagoACINSao PauloAccenture Interactivee-Commerce Centre ofExcellenceMilanPhilippineDeliveryCenter(Manila)Supply Chain(Barcelona ISC)Technology LabsSan Josè,CaliforniaTechnologyLabsChicago, IllinoisHigh PerformanceBusiness ShowcaseMurray Hill,New JerseyLondon,UKTechnology LabsSophia AntipolisSAP Retail(Bilbao)DeliveryCenter(Napoli)Value LedERP(Bangalore)Oracle Retail(Lodz)Accenture Customer Innovation NetworkAccenture’s global network of CG&S Industry Solution CentersGlobal Delivery NetworkAccenture Tecnology LabsTechnologyLabsBeijing, ChinaBI, ERP, Agri(Chicago,ISC)
  5. 5. Copyright © 2013 Accenture All rights reserved. 5Omnichannel is a new strategyto follow the digital-customerthrough a tangled customer-journey.
  6. 6. Copyright © 2013 Accenture All rights reserved. 6Our customer is experiencing «new normal»
  7. 7. Copyright © 2013 Accenture All rights reserved. 7Business-Case: Hointer fully automated store
  8. 8. Copyright © 2013 Accenture All rights reserved. 8Our customer is experiencing «new normal»
  9. 9. Copyright © 2013 Accenture All rights reserved. 9Business-Case: Celio* showrooming
  10. 10. Copyright © 2013 Accenture All rights reserved. 10Our customer is experiencing «new normal»
  11. 11. Copyright © 2013 Accenture All rights reserved. 11Business-Case: Argos full channel activation
  12. 12. Copyright © 2013 Accenture All rights reserved. 12Business-Case: Nike-Fuel purchasing everywhere
  13. 13. Copyright © 2013 Accenture All rights reserved. 13Business-Case: Nike-Fuel purchasing everywhere
  14. 14. Copyright © 2013 Accenture All rights reserved. 14Our customer is experiencing «new normal»
  15. 15. Copyright © 2013 Accenture All rights reserved. 15Business-Case: House of Fraser omni-fashion
  16. 16. Copyright © 2013 Accenture All rights reserved. 16Our customer is experiencing «new normal»
  17. 17. Copyright © 2013 Accenture All rights reserved. 17Business-Case: in-store comparison
  18. 18. Copyright © 2013 Accenture All rights reserved. 18Business-Case: Best Buy in-store comparison
  19. 19. Copyright © 2013 Accenture All rights reserved. 19OnlineOn the goIn storesIn touch withsocial medianetworks• Customer journey becamedynamic, accessible andcontinuous. Now it is Non-Stop.• Customers are no longer entera channel. Instead, they arecontinuously in the channel.• Thus customer’s focal point is notanymore purchase butevaluation and interaction.New customer is now always connected
  20. 20. Copyright © 2013 Accenture All rights reserved. 20Retailers must change the game to remain relevant.They must become seamless themselves.
  21. 21. Copyright © 2013 Accenture All rights reserved. 21Omnichannel needs a new approachthat transforms the organizationfrom silos of technologies andprocesses to a harmonic ecosystem.
  22. 22. Copyright © 2013 Accenture All rights reserved. 2210 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  23. 23. Copyright © 2013 Accenture All rights reserved. 2310 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  24. 24. Copyright © 2013 Accenture All rights reserved. 24SEARCHNatural Search,SEOPaid Search,SEMSearchCapabilityLandingPageOptimisationiMEDIAStandardDisplay AdsRich MediaAdsBroadbandVideoWeb TVWEB SITEBrandedSitesAffiliateSitePromotionalSiteUsability &AccessibilityAnalytics,Web SiteOptimisationPARTNERSHIPSContentSyndicationComparisonSites,ShoppingDirectoriesSponsorships,Co-brandingPhilanthropicCauseMarketingE-COMMERCEDirect toConsumerWhere to BuyFunctionalityBrandedStorefrontSell DirectonThird-Party SiteTechnicalPlatformMOBILEMobileBrowserMobileAps QR Codes, GPSRFID POSTextMessagingCRMLoyaltyPlatformBehavioralTargeting &AcquisitionCross-sellEngineRetention &WinBackCampaigns,Email,ReportingSOCIALOnlineVideo Communities,Answer ForumsWord-of-mouth,Buzz, ReferralsWikis,blogs,Crowd SourcingProductInnovationMultichannel Customer JourneyDIGITAL CAPABILITIES TO LEVERAGEOFFLINEFOUNDATIONAWARENESSADVOCACYPURCHASECONSIDERATIONLOYALTYONLINEIdentificationof NeedSearch forSolutionEvaluateAlternativesProductDetailsVisit tothe storePurchaseDecisionVisit tothebrandwebsiteCompareOffersOnlinePurchaseSocialInteractionOnlineRegistrationMobileAppOfflinePurchase19% 81%Time SpentCustomer is exploring multi-channel experience
  25. 25. Copyright © 2013 Accenture All rights reserved. 25ONLINESingle shopping mission across channels• The retailing experience isevolving from Multi-channel toOmni-channel• Distinct sales channels are givingway to a single, all-encompassing business model• The customer experience couldbegin and end everywhere• Omni-channel approach buildsseamless operations for aconsistent experience
  26. 26. Copyright © 2013 Accenture All rights reserved. 26Integrating operations for a customer conversationThe EnterpriseChannel OperationsMerchandisingMarketingSupply ChainStores Digital CustomerCenterServicesBusinessFoundationTechnologyFoundation…eliminate channel boundaries• Assortment and Pricing areintegrated across channels• Marketing presents a cohesive“brand” for the new non-stopcustomer experience• Ensure visibility and dynamicfulfillmentwhere inventory ismanaged at enterprise level
  27. 27. Copyright © 2013 Accenture All rights reserved. 2710 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  28. 28. Copyright © 2013 Accenture All rights reserved. 28The path to reach seamless fundamentals• Business processes are a set ofinteraction platforms, operations,partners, technologies andinteractions with customersdesigned basing on the channelspecific dynamics.• A seamless approach redefinesa deeper level of integrationsto reach a newer level ofinteraction that goes in line withthe strategic objectives of digitalera.
  29. 29. Copyright © 2013 Accenture All rights reserved. 29CustomerPlanningPlanning WarehouseWarehouseWarehouseMarketingMarketingE-CommerceStorePlanishmentTillPSPCollectin storeHomedeliveryEach channel is driving the technology and the process definition.E-CommerceHeadquarterStoreOmnichannel redefines functions, roles and platforms
  30. 30. Copyright © 2013 Accenture All rights reserved. 30CustomerE-CommerceHeadquarterStoreShared stockWarehousesMarketingE-CommerceStorePlanishmentTillPSPCollectin storeHomedeliveryPlanning MobileDropshipmentEach channel is driving the technology and the process definition.Omnichannel means integration of objectives, methods and platforms.OmnichannelShared stockOmnichannel redefines functions, roles and platforms
  31. 31. Copyright © 2013 Accenture All rights reserved. 3110 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  32. 32. Copyright © 2013 Accenture All rights reserved. 32Leadership structure is evolving in new formsCEOE-CommerceMarketingTrading /commericalOperationCommu-nicationMarketing ITCommercial• Cross-functional collaboration isa priority and all work as equals• Management of both in storeand online operations underunique leadership• Restructure the organizationand work horizontally• Drive digital orientationthroughout the enterprise.
  33. 33. Copyright © 2013 Accenture All rights reserved. 33Leadership structure is evolving in new formsCEOMarketing ITCommercialE-Commerce• Cross-functional collaboration isa priority and all work as equals• Management of both in storeand online operations underunique leadership• Restructure the organizationand work horizontally• Drive digital orientationthroughout the enterprise.E-CommerceMarketingTrading /commericalOperationCommu-nication
  34. 34. Copyright © 2013 Accenture All rights reserved. 34Leadership structure is evolving in new formsCollaborative organizationCEOMarketing ITCommercialDigitalDigitalDigitalDigitalCEO• Cross-functional collaboration isa priority and all work as equals• Management of both in storeand online operations underunique leadership• Restructure the organizationand work horizontally• Drive digital orientationthroughout the enterprise.
  35. 35. Copyright © 2013 Accenture All rights reserved. 3510 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  36. 36. Copyright © 2013 Accenture All rights reserved. 36Stores are in transition into a new format• Stores role is changing since thecustomer is being connected24/7• Enhancing the experience fromself-service to assisted service• Various channels in store topurchase from handing a simple,written shopping list to salesassistants to shopping onlinewithin the store.• Reinforcing brand’s appealexposing brand relevant addedcontentCustomerplaces orderonlineCustomernotified oforder statusOrder isdelivered tothe storeCustomercollects orderat store
  37. 37. Copyright © 2013 Accenture All rights reserved. 37Shop assistantinteract withTabletCustomerreceive orderat homeCustomerCollects theorder in storeCustomer trackthe order withSmartphone• Empower store associates• Real-time order fulfillment andflexible returns• There is an increasedcollaboration with operationsacross channels• Rethink store processes,reconsider talent and managelabor differently.Stores are in transition into a new format
  38. 38. Copyright © 2013 Accenture All rights reserved. 3810 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  39. 39. Copyright © 2013 Accenture All rights reserved. 39ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# items• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.Levers, decisions and business plan are correlated
  40. 40. Copyright © 2013 Accenture All rights reserved. 40ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# itemsIncreasecustomerLevers, decisions and business plan are correlated• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.
  41. 41. Copyright © 2013 Accenture All rights reserved. 41ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# itemsIncreaseconversionLevers, decisions and business plan are correlated• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.
  42. 42. Copyright © 2013 Accenture All rights reserved. 42ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# itemsWarehouseApproachemergingmarketsquicklyLevers, decisions and business plan are correlated• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.
  43. 43. Copyright © 2013 Accenture All rights reserved. 43ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# itemsStudioImproveproductcontentqualityLevers, decisions and business plan are correlated• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.
  44. 44. Copyright © 2013 Accenture All rights reserved. 4410 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  45. 45. Copyright © 2013 Accenture All rights reserved. 45Source: Seamless Retail Consumer Survey, November 2012% refers to answers of correspondents for the listed functionalities/servicesCharacteristics of the new experience innovators
  46. 46. Copyright © 2013 Accenture All rights reserved. 46Enhancement of customer experience on 360°Customer experienceteams could be locatedwithin marketing andinfluence merchants fromthereCustomer experienceteam could be fullyembedded inmerchandisingwith anequal voiceat the tableSeparate customer experiencefunction with individual team membersmatrixed into each merchant buyingTeam• Infuse Merchandising withcustomer advocacy• Customer insight groupembedded with Merchandising toincorporate insights at the pointand place of decision – eliminate“insight islands”• Trade product centricity offeringthe right price, assortment,promotion, AND customerexperience
  47. 47. Copyright © 2013 Accenture All rights reserved. 47Business-Case: Nasty Gal a merchandise-experience
  48. 48. Copyright © 2013 Accenture All rights reserved. 48Business-Case: Nasty Gal a merchandise-experience
  49. 49. Copyright © 2013 Accenture All rights reserved. 49Business-Case: Stories.com e-commerce curation
  50. 50. Copyright © 2013 Accenture All rights reserved. 50Business-Case: In-store Augmented Reality fashion
  51. 51. Copyright © 2013 Accenture All rights reserved. 51Business-Case: In-store Augmented Reality retail
  52. 52. Copyright © 2013 Accenture All rights reserved. 52Business-Case: Google Glasses
  53. 53. Copyright © 2013 Accenture All rights reserved. 5310 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  54. 54. Copyright © 2013 Accenture All rights reserved. 54The evolution of the elastic supply chain• Make visibility and dynamicfulfillmentmandatory• Emphasize returns managementproviding non-stop customer’spath to return is just as fluid asthe path to purchase• The management of inventoryshould be done forward,backward and sideways, in orderto have the best flexibility in thesupply chain
  55. 55. Copyright © 2013 Accenture All rights reserved. 55The evolution of the elastic supply chain• Emphasize returns managementproviding non-stop customer’spath to return is just as fluid asthe path to purchase• The management of inventoryshould be done forward,backward and sideways, in orderto have the best flexibility in thesupply chain
  56. 56. Copyright © 2013 Accenture All rights reserved. 5610 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  57. 57. Copyright © 2013 Accenture All rights reserved. 57Source: Seamless Retail Consumer Survey,November 2012Integration of Commercial strategies cross-channel
  58. 58. Copyright © 2013 Accenture All rights reserved. 58Salesvolume«Body»Product variety«Long Tail»Top seller Niche product with higer marginCross ChannelCommercialModelThe commercial strategy for an Omnichannel journey• To reach the business objectiveswe need to balance:• The top selling product thatdrive volumes• Niche products that preservemargins• To grant the success of aneCommerce project we need todesign a cross-channelstrategy to grant:• Turnover• Profitability
  59. 59. Copyright © 2013 Accenture All rights reserved. 59The commercial strategy for an Omnichannel journeyHistoricalDataOfflineBenchmarkOnlineBenchmarkMarketResearchSourcesAssortmentOptimisationPriceOptimisationSales ForecastingAssortmentDefinitionProfitabilityAnalysisRevision of theSetsPricemanagementRulesBase Price andMarginsFlexibilityAnalysisBaselineNormalisationForecast of theVolumes of theSalesPromotionalUpliftCalculationPromoOptimisationSimulationPromotional ROIDefinition of thePromotionalTacticPromotionalStrengthCapabilitiesOnlineSearchTrendCross ChannelCommercialModel1 2 34• To reach the business objectiveswe need to balance:• The top selling product thatdrive volumes• Niche products that preservemargins• To grant the success of aneCommerce project we need todesign a cross-channelstrategy to grant:• Turnover• Profitability
  60. 60. Copyright © 2013 Accenture All rights reserved. 6010 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  61. 61. Copyright © 2013 Accenture All rights reserved. 61Digital acquisition strategy across channels• We can influence the visitor volumeusing different acquisitionchannels and performancestrategies.• The conversion rate is influencedby a mix of commercial and UXelements.• The average ticket is influenced byassortment strategies.• Customer reactivationis strategic
  62. 62. Copyright © 2013 Accenture All rights reserved. 62Digital acquisition strategy across channelsClickThroughConversionTrafficTurnoverCommercialLeversTransactionsOrganic LeadAwarenessInformationAcquisitionCustomerThrustUserExperienceReactivation• We can influence the visitor volumeusing different acquisitionchannels and performancestrategies.• The conversion rate is influencedby a mix of commercial and UXelements.• The average ticket is influenced byassortment strategies.• Customer reactivationis strategic
  63. 63. Copyright © 2013 Accenture All rights reserved. 63• Digital customer is using theSOcial LOcal MObile interactionon daily base• In-store price comparison, rating-&-review and gamificationinfluence purchase decision anddrive additional customer• There are new features to map themalls (even floors) to drive thecustomer to theirs preferred store.Driving traffic to store with digital and SO.LO.MO.
  64. 64. Copyright © 2013 Accenture All rights reserved. 64Business-Case: Google Maps Indoor
  65. 65. Copyright © 2013 Accenture All rights reserved. 65Business-Case: Google Maps Indoor
  66. 66. Copyright © 2013 Accenture All rights reserved. 66Business-Case: Google Maps Indoor
  67. 67. Copyright © 2013 Accenture All rights reserved. 67So what I need to do to become areal seamless omnichannelleading company?
  68. 68. Copyright © 2013 Accenture All rights reserved. 68The next five actions to became seamless1. Acknowledge the burningplatform2. Identify target customerexperiences3. Put the right leadership inplace4. Involve the right people fromthe beginning5. Know that making thebusiness-case will bechallenging
  69. 69. Copyright © 2013 Accenture All rights reserved. 69Thank you !Federico GasparottoDigital Marketing Offering LeadAccenture InteractiveTel: +39-331-7550490@: federico.gasparotto@accenture.comBlog: www.gasparotto.bizIM: federico.gasparotto

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