Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
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Transcript of Cross-Channel Retailing: Leveraging Multi-Channel Assets (ARC Presentation) V1
Multi-Channel Retailing:
Leveraging Multi-Channel Assets
© 2007 Charteris plc 24 September 20081
Martin Chitty | Imtiaz Kaderbhoy | Andrew McMillan |
Charteris plc, 39-40 Bartholomew Close, London EC1A 7JNTel: 020 7600 9199 Mob: 07815 541 698
Rizwan Tayabali | Jeremy Labram
Charteris = Business & IT Consultancy
Key Focus =
Customer Centric Multi-Channel Retailing
Agenda
Overview
3 Critical Challenges for Retailers
Learnings from Charteris’ Multi-Channel Retailing Survey
Focus Sessions
© 2007 Charteris plc© 2007 Charteris plc 24 September 20083
Focus Sessions
1.Changing to a Cross Channel Culture
2.Doing more with Existing Assets
3.Linking Assets Together
Summation
What’s happening in the market?What’s happening in the market?
3 Critical Challenges3 Critical Challenges
1. Channel Convergence
Seamless customer-facing culture, brand
and service across channels...
... build loyalty through compelling
cross-channel experiences
2. Social Consumer Behaviour
Maximise your engagement channels...Maximise your engagement channels...
... leverage social media and the web... leverage social media and the web
3. Credit Crunch
Innovate through “Low cost / High benefit”
multi-channel customer propositions...
...link up existing assets to create
new value-add services
We see an underlying theme...We see an underlying theme...
“Leveraging existing assets”“Leveraging existing assets”
Existing Assets =
People | Channels | Process | Technology
Gain
Competitive Advantage
Improve
Customer Service
Increase Sales
Revenue
Gain Market
Share
= Customer Centricity= Customer Centricity
BUT...BUT...
...easier said than done...easier said than done
Retailers currently face a lot of challengesRetailers currently face a lot of challenges
Lowest Scores
Responding to Customer
Needs
Improving Customer
Experience
Cross-Channel Culture
2. Doing more with
existing assets
1.
Changing Scores
Leveraging Existing Systems
Integrating Existing Systems
Shifting from Product to Customer Centricity
3. Linking assets together
Changing
Culture
Focus: 1Focus: 1
Changing CultureChanging Culture
3 Key Differentiators
Culture can be more powerful than colour!
What are the benefits of a
cross-channel culture?...
Channel Convergence
...loyalty through seamless multi-channel ...loyalty through seamless multi-channel
experiences
Focus: 2Focus: 2
Doing more with existing assetsDoing more with existing assets
Social consumer behaviour
Leveraging Social Media and the Web
Did you know?...Did you know?...
UK
17.1m
Adults
Only
This isn’t a youth thing
Image Source : Universal McCann Wave 3
Did you also know?...Did you also know?...
We’re already moving past Web 2.0?
Image Source : http://thepaisano.wordpress.com/2008/03/08/web-20-vs-web-30/
Back to Basics...
Web 1.0 vs Web 2.0Web 1.0 vs Web 2.0
Company to Consumer: Shut up and ListenCompany to Consumer: Shut up and Listen
Image Source: BK Group
Web 2.0
We’re in a 2-Way conversation
The Web as a Conversation Platform
They’re talking about...
The consumer conversation is underpinned
by Social Media
What can it do for your business?What can it do for your business?
How do you leverage it?How do you leverage it?
Leveraging Social Media is about getting
your consumers do your marketing for you
Some easy strategic decisions...Some easy strategic decisions...
Pick your dissemination channelsPick your dissemination channels
Maybe a bit of technologyMaybe a bit of technology
Some relevant human resourceSome relevant human resource
And lots of inter-personal engagement!And lots of inter-personal engagement!
Focus: 3Focus: 3
Linking Assets TogetherLinking Assets Together
The Credit Crunch
Joining up existing assets to create
new compelling services
Making 50 lbs do the job of 400 lbs
Existing Assets =
People | Channel | Process | Technology
Call centre
� Making things happen
Expensive shops
� Spare space
Web channel
� Small T/O, but
Take stock of your assets
happen for customers
� Trying to get the channels to coll-aborate
� Spare space
� Get it now
� Dealing with other people’s dirty washing
� Staff churn
� Small T/O, but
� Exciting YoY
� Masses of content
� All pervasive –extends reach
Single view of the customer - Oh really?
One stock file - Oh really?
Some ideas for linking assets... Some ideas for linking assets...
Multiple Channels to Multi-Channel
spend 50% or more
�Return product to store irrespective
of channel chosen
�Notification of delivery delays – via
mobile or email or phone
�Research in store
70%
Click & Collect
Who owns the sale?
Making it happen...Making it happen...
Some underpinning integration of
process and technology...
...and lots of Customer Centricity including
the “Voice of the Customer”
How can we help?How can we help?
SummarySummary
1. Start moving towards a
Cross-Channel Culture
2. Do more with your existing assets2. Do more with your existing assets
3. Look for opportunities to link your assets
together to create new propositions
Leverage your multi-channel assets!Leverage your multi-channel assets!
Thank-YouThank-You
The essential bridge between business and technology
ARC Retail Presentation
© 2007 Charteris plc© 2007 Charteris plc 24 September 200880
M. Chitty | I. Kaderbhoy | A. McMillan| R. Tayabali | J. Labram
Call any of us on +44 (0) 207-600-9199Email us at [email protected]
Visit our Website @ www.charteris.comDownload this @ www.slideshare.net/charterisplc
Charteris plc, 39-40 Bartholomew Close, London EC1A 7JNTel: 020 7600 9199 Mob: 07815 541 698