Customer 360How do you prepare for it

• 14+ years as e-commerce consultant• Gadget geeks , convert that passion into e-

commerce business• Footlocker, TOMS Shoes, Oprah Store,

RelaxTheBack, Tissot, SilverJeans, • Bobobobo, Bilna, Berrybenka, Shopdeca,

VIPPlaza

Why eCommerce?

Customers

Customer buying journeyused to be a “simple”

Now, not so much

Will online shopping replace offline shopping?NEVER

Will online shopping change offline customer experience?

ABSOLUTELY

44% Research online and Buy products online

51% Research online and visit store to purchase

17% Visit a store first, and then purchase online

32% Research online, visist store to view product, then return online to purchase

Source: http://loyalty360.org/loyalty-today/article/how-to-be-a-digital-marketing-superstar

Customer is smarter,they want optionsthey want values

They willing to trade instant gratification

with convenience

Combine that with internet accessto the worldwide knowledge

Now they know your brandknow your product

more than your associates

They grow sophisticated and they expect you to know

what they want

The blur between offline and online is inevitable

It is not just a “jargon”

It is about your “CUSTOMER”

To make this happen,it is not an overnight

transformationand

it requires many disruptionto your current business

5 Major Disruptions

• DISRUPTION in Technology• DISRUPTION in Operation Flow• DISRUPTION in Human Resources• DISRUPTION in Mindset• DISRUPTION in Business Silos

Borders’ Story

• Borders is a giant book store in United States

• 40 years experience relies on open up big stores

• 2001-2008 partnered with Amazon.com• Amazon run its ecommerce business 100%• 2008 – launched its own ecommerce site

finally• 2010 – launched the KOBO ebook reader• 2011 – filed for bankcruptcy

What happened there? Is Amazon the predator?

• For 7 years Borders missed knowing its customer

• CD, DVDs and Books are becoming obsolete

• Customer wants digital download• Customer’s experience at store is

degrading • When they try to turn around on 2010 …

too little too late

what can we learn from the online pureplay?

RIS/COGNIZANT SHOPPER EXPERIENCE STUDY

Moreover …

• They know their customers very well• Personalization experience• Relevant upsell and cross sell

What is offline or traditional shop strength?

1. Your BrandEverything that differentiates your company in the hearts of your customers

2. Your ProductCustomer still need to touch, feel, taste and try. You know your product and their attributes that align to your customers

3. Your Store• Immediacy and accessibility• Direct engagement with your

customers,• unique customer experiences that

can only be achieved at physical store

Combine the best of the two

You get

A seamless approach to customer experience through multi-channel

retailing

How do I get there

• Technology as the foundation• Build or Buy?• Why Magento?• How do I measure ROI

Choosing the right platform

Build

• Need strong and sustainable resources• Commitment as product owner• You have to build everything• When you loose the original

resource, the project has tendency to restart from scratch• Rely on in house expertise on

best practices such as security and scalability

• Slim and efficient• Only build what you need• 100% custom to your need• No technical limitation, as long

as your budget and resources allow• Accommodate any

requirements as you resources allowed

pro cons

Buy

• Initial investment may be higher but sustain and gradually lower as the time goes

• Take time to ramp up in house developer to learn the framework

• Heavy and might require initial bigger hardware resource but ramp down as it scales

• Time to market faster• Features rich• Let the platform dictate what

is the best for you• Not bound by your current

resource• Best practice security and

scalability• Community and ecosystem

support

pro cons

• Know your customer• Integrated loyalty program• Buy offline delivery to home• Buy online pick up in store• Empower your sales associate

What next?

• Analytic Tools• Invest on CRM that will link your offline and

online behaviors• Customer profiling and segmentation

Know your customer

Combined Loyalty Programs

Shoppers who consider loyalty a top-three reason for not purchasing from the lowest price retailer32%of shoppers are members of at least one re- tailer loyalty program80%

RIS/COGNIZANT SHOPPER EXPERIENCE STUDY

• This is probably the easiest one to implement(technically)

• The question is can we break the barrier between offline team and online team?

Buy offline, delivery to home

• Buy Online Pick up In Store (BOPIS)• 65% shoppers purchase additional items in

store• 30% of shoppers do it at least once

Buy online pickup in store

However …• The most difficult to implement it right• 60% shoppers say they experience fail in

BOPIS• It is not easy to re-tool current system to do

this• Especially in the area order management and

supply chain• Requires changes in process flow

RIS/COGNIZANT SHOPPER EXPERIENCE STUDY

• Your sales associate need the right tool to help the customers

• They need access to a good product information• They need to know the customer history• They need a way to shorten the barier to close the

deals

Empower your sales associates

Your customer doesn’t think about channelsThey only care about your brands, your

productsand how to get it

on their time, at their place

and at their perceived-value price

Final word

Muliadi Jeo(twitter) @jeo4long

(email) muliadi@icube.us(phone) +6281313887788

THANK YOU