How to put the customer first with a service oriented retail strategy
Transcript of How to put the customer first with a service oriented retail strategy
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From Product to Service: Putting the customer first with a service-oriented retail strategy
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Today’s Presenter
Geoff NairnEnterprise Solutions Specialist@ Openbravo
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Today’s presentation will be available for download at: www.openbravo.com/retailers/resources/webinars
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The Importance of Services
Services allow retailers to stand out from their competitors and fulfill customer needs more thoroughly than by offering products alone, thereby providing additional customer value.
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The Risks with low Prices
Difficult to sustain so credibility suffers Low prices associated with low qualityCustomer service suffers
“Consumers may be sensitive about price, but no retailer, not even the lowest-priced retailer, can win on price forever.”RSR Research
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How Services Create an Advantage
Differentiation strategyEasy way to innovateDifficult to imitateDivert attention from priceGather information on customersBuild stronger customer relationships
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The Three Facets of Service Orientation
1. The number of services offered 2. How many customers these
services are offered to (broadness)
3. How strongly they are emphasized
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Product-related Services
• Information on merchandise• Advice on merchandise usage
and maintenance• Information desk• Visits to the customer's home to
provide information• Invitation to special events • Extended guarantee/ warranty
on merchandise• Flexible returns policy for
merchandise• Merchandise repair• Merchandise alteration/
adjustment• Home delivery of merchandise
• Home pickup for repair/maintenance
• Merchandise installation/assembly
• Order by internet • Payment by credit/debit cards• Availability of credit• Child care• Discounted/free parking• Extended store operating hours• Free beverages during the sales
process• Layaway of merchandise• Gift certificates
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Services Diversification15% of Halfords’ revenues now generated by its auto services business
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Role of Services in Retail Transformation
New and enhanced customer experiences to support lifestyle choicesStores needs to become more service-oriented venuesNew business models, products, services, channels, processes and ecosystems
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POS wish list for Digital Business
Operate natively in an omnichannel environment
Deliver new functionality in a flexible and agile manner
Integrated with cross-channel order management
Optimized for the convergence of new technologies
Integrates into wider business ecosystem
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The Evolution of POS
Source: Gartner
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Tight Integration with Order Management
POS design must allow for efficient handling of different types of orders:1. Real-time orders that are fulfilled instantly2. Orders requiring deferred fulfillment3. Return orders
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Mobile POS needs to offer full POS capability on a mobile form factorUser interface must be optimized for the needs of mobile users
Mobile POS Comes of age
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What Retailers want from Cloud
A mix-and-match approach to implementing servicesFlexibility when it comes to architectures
Choice of delivery modelsSupport for highly available, resilient and scalable applications
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The aim for retailers in a services-oriented future is to understand how customers live and offer customer relevant experiences that enhance their lifestyles.POS must have access to real-time contextual information about customers obtained from “social listening”, and interact directly with them through social media.
POS in a Social World
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How to sell Services Using Openbravo
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Key TakeawaysServices let retailers stand out from their
competitors and fulfill customer needs more thoroughly than by offering products alone.
Services create additional value and also build customer loyalty.
POS will play a pivotal role in helping retailers make their stores more service-oriented and support digital business transformation.
A flexible and modular POS makes it easier for retailers to introduce new services and embrace mobile POS, Cloud and other new technologies.
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Questions and Comments?
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