Beyond Omni-Channel Retailing
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Transcript of Beyond Omni-Channel Retailing
Moving From Omni-Channel to the MULTI-PLEX BRAND EXPERIENCE Joshua C. Sigel
SINGLE-CHANNEL
MULTI-CHANNEL
OMNI-CHANNEL
CATALOG
CATALOG
Evolution of the Retail Shopping Experience
MULTIPLEX brand experience
The term Multiplexing originated in telegraphy in the 1870s, and is now widely
applied in communications
Multiplexing is a method by which multiple analog message signals or digital data streams
are combined into one signal over a shared medium. The aim is/was to share an expensive resource.
Today the expensive resource is the customer’s time and attention. The retailer positioned to enable the customer
journey through which ever channels the customer choses whenever the customer wants will win.
CUSTOMER EXPERIENCE
JOURNEY
Awareness
Research & Planning
Selection
Checkout
Acquisition/Delivery
Returns & Refunds
ONLINE E-MAIL SOCIAL IN-STORE MOBILE SUPPORT KIOSK LOGISTICS
CUSTOMER EXPERIENCE
JOURNEY
Awareness
Research & Planning
Selection
Checkout
Acquisition/Delivery
Returns & Refunds
ONLINE E-MAIL SOCIAL IN-STORE MOBILE SUPPORT KIOSK LOGISTICS
CUSTOMER EXPERIENCE
JOURNEY
Awareness
Research & Planning
Selection
Checkout
Acquisition/Delivery
Returns & Refunds
ONLINE E-MAIL SOCIAL IN-STORE MOBILE SUPPORT KIOSK LOGISTICS
MULTIPLEX brand experience
- Traditional Grocery Sales
- Natural / Organic Grocery Sales
Natural / Organic Grocery Sales
Traditional Grocery Sales
“It’s Just a Fad.”
organic growth rate
MORE THAN 2X growth rate for all food
THE NATURAL MARKETS STORY Creating a MultiPlex Channel Brand Experience
- Traditional Grocery Sales
- Natural / Organic Grocery Sales
The total value of the organic industry in Australia is an estimated
$1.27B in 2012
The average growth projection for the coming years is
10-15%
Global organic market sales are
slated to grow at an estimated CAGR of
12.9% to $105B by 2015
- Traditional Grocery Sales
- Natural / Organic Grocery Sales
Existing operating environments and technical infrastructure
Define and gain internal agreement on
what the “to be” is Define and gain agreement on roadmap/development
and deployment plan
OUR CHALLENGES ARE NOT UNIQUE
COMPETITORS TECHNOLOGY
Internal resources/capacity
CULTURE TIME Vendors training Organization
BUDGET
OUR CHALLENGES ARE NOT UNIQUE
Do we look at this as a POS decision?
What about on-line ordering and grocery shopping?
How does mobile come into play?
If we choose a platform that everyone else has deployed how do we create a competitive edge?
How long will it take to make changes?
How expensive will those changes be?
where do we begin?
• Our own stores • Competitors stores, online and off • Other consumer facing businesses • Past work experience
Observation (The good, the bad and the ugly) 1
experience design process
• Customers • Street and analyst community • Employees
Research 2
experience design process
Identify & Prioritize Customer Segments 3
Create a contextual end-to-end customer journey map for each segment
4
Retail Food Food Service
Guiding Principles
1 platform
create a
JOURNEY
leverage our
smaller size
let history inform
the future,
not drive the it
LET GUESTS CHOOSE
quickly move from
DECISION to
ACTION
Digital Shoppers
Multi-channel buyers
Researchers
Physical store buyers
OUR CUSTOMER
27
WHERE IT STARTED
in both grocery & restaurant properties
OBSERVATIONS
1 Individuals interested in eating with their colleagues spent the bulk of their time alone
2 Ordering online and take-out, dine-in, or get it delivered 2 Many guests were pressed for time during
peak business hours and wanted good food quickly
SOLUTIONS
1 Flexible POS and Service Design that enabled any item to be ordered from any station and picked up at the express counter.
2 Ordering online and take-out, dine-in, or get it delivered
in both grocery & restaurant properties
OBSERVATIONS
3 Families were in the restaurant together but were not necessarily interested in eating the same food or even eating together
SOLUTIONS
3 Richtree Market Pass – a mobile app with a feature called “grouping” which allowed members of a group to associate themselves together by the head of the group scanning each members Richtree Market Pass QR code
4 Payment options were “traditional”
in both grocery & restaurant properties
OBSERVATIONS
4 Customers made mul/ple purchases from mul/ple sta/ons = mul/ple payments and standing in mul/ple queues.
5 The “Queue” during lunch = people leaving the queue
SOLUTION
4 Not only did we focus on any item form any station, we also wanted to make sure that all payment types were accepted at every station (no cash at Kiosks). This included accepting mobile payment at kiosks.
in both grocery & restaurant properties
OBSERVATIONS
4 Customers made mul/ple purchases from mul/ple sta/ons = mul/ple payments and standing in mul/ple queues.
5 The “Queue” during lunch = people leaving the queue
5 Customers made multiple purchases from multiple stations = multiple payments and standing in multiple queues.
SOLUTION
5 Strategically placed Kiosks throughout the space to address wait time and queuing issues. iPad POS allowed customers service associates to take orders while customers waited in the queue.
6 Menu and Product Information was not consistent across all ordering points. The information that was there such as Dietary Information and food availability was not available or accurate.
in both grocery & restaurant properties
OBSERVATIONS
SOLUTION
6 Product and Ingredient Information architecture that powered all ordering points and digital menus: digital menu boards, iPad Menus at the bar and at tables, Online ordering, etc – all driven off of the same point of sale product information platform.
in both grocery & restaurant properties
OBSERVATIONS
7 Moms and dads had difficulty finding a safe way to navigate AND had a hard time finding seating that was family "friendly”
SOLUTION
7 Created the Richtree Market Garden where children could play while parents watched them while enjoying a great meal.
in both grocery & restaurant properties
OBSERVATIONS
8 Guests needed direction and clear forms of way finding in order to ensure they got the most out of the experience
SOLUTION
8 Holographic Host & Brand Ambassador and Digital displays throughout the space.
in both grocery & restaurant properties
OBSERVATIONS
9 Next to speed, entertainment was still a driving force in the selection of dining experience
SOLUTION
9 For those who wanted to be entertained we would deliver value added experiences throughout and experiences were designed with the future in mind. Interactive video wall would eventually support ordering and promotions.
• Multitude of order options: Self Service Kiosk; Mobile; Online AND integrated them to create a Muliplex brand experience
• All forms of payment. Anywhere. • Unique Payment Options for families and groups. • Food related information • Queue busters • In-store format that makes it safe and easy for parents
with children, differently abled, and seniors to order and enjoy their food
• The ability to grocery shop AND enjoy
We addressed the breaks in the journey and
CREATED
Watch the case study video at ThoughtWorks.com www.ThoughtWorks.com/clients/natural-markets-food-group
MUST DO w h a t r e t a i l e r s
INFR
AST
RU
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(NM
FG a
s an
exa
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e)
MULTI-CHANNEL
Points of sale should be anywhere the customer wants it.
Points of sale should be anywhere the customer wants it.
The right items through the right channel
Service remains key and most retailers today cannot afford to deliver the service consumers expect.
Leverage technology to deliver service most cost effectively.
Speed & Convenience
Q&A