Charles Hunsinger, SVP/CIO
From Idea to Doorstep:How to Configure the Omnichannel Tech Stack
IRCE 2018- Ecom Tech Workshop 2
AGENDA
1. The Omnichannel Evolution
2. From Idea to Doorstep
3. Start with the Foundation
4. Design with the Customer in Mind
5. The Technology Framework
6. Food for Thought
From Idea to Doorstep
From Single Channel to Omnichannel
IRCE 2018- Ecom Tech Workshop 3
Single Channel Multi-Channel Cross-Channel Omnichannel
Where are you on the Omnichannel Continuum?
Text “FFC817” to 22333 to join, then A B C D to vote
LIVE POLL
Single Channel Multi-Channel Cross-Channel Omnichannel
A B C D
IRCE 2018- Ecom Tech Workshop [session title] 5
RESULTS
20%
25%
45%
10%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Omnichannel
Cross-Channel
Multi-Channel
Single Channel
Where are you on the Omnichannel Continuum?
IRCE 2018- Ecom Tech Workshop [session title] 6
Fro
m I
de
a t
o D
oo
rste
p
Start with a Solid Foundation
IRCE 2018- Ecom Tech Workshop From Idea to Doorstep 7
Align Your Organization with Your Objectives
IRCE 2018- Ecom Tech Workshop From Idea to Doorstep 8
Design Everything with the Customer in Mind
IRCE 2018- Ecom Tech Workshop From Idea to Doorstep 9
IRCE 2018- Ecom Tech Workshop 10From Idea to Doorstep
Know Your Customer
IRCE 2018- Ecom Tech Workshop 11From Idea to Doorstep
Optimize Your Processes
• Do you need to optimize to manage costs?
• Are you willing to make short-term sacrifices to ensure customer success?
• Do you know who will execute process, and how?
Design Your Omnichannel Framework
• How can you deliver the best customer experience?
• Assess your maturity and prioritize based on:
IRCE 2018- Ecom Tech Workshop 12
- The channels you sell from best (or not?)
- The resources available to support it
- Clear business requirements
- Available and manageable budget
From Idea to Doorstep
Build the Tech Framework
IRCE 2018- Ecom Tech Workshop
Online B2B Catalog Webstore Social Media In-store Marketplaces Mobile
Sales Channels
Back End Systems
Fulfillment WMS
ERP PIM Content Management
Ecommerce Platform CRM
Order Management (OMS)
Transactional Systems
Marketing / Merchandising
CustomerCare
Traffic Orders
Customer
Inquiries
Personalization
Recommendations
Promotions
Shipment
Tracking
Inventory
SalesProduct
DataContent
From Idea to Doorstep
Tie It All Together
• Understand how and why systems work together
• Share customer and inventory data across platforms
• Understand where data consistency provides high value or high impact –don’t think you have to solve every single issue up front!
• It doesn’t have to be pretty – ‘fake it until you make it’
IRCE 2018- Ecom Tech Workshop 14From Idea to Doorstep
IRCE 2018- Ecom Tech Workshop 15
Online B2B Catalog Webstore Social Media In-store Marketplaces Mobile
Sales Channels
Back End Systems
Fulfillment WMS
ERP PIM
Ecommerce Platform CRM
Order Management (OMS)
Transactional Systems
CustomerCare
Traffic Orders
Customer
Inquiries
Personalization
Recommendations
Promotions
Shipment
Tracking
Inventory
SalesProduct
DataContent
Content Management
Marketing / Merchandising
From Idea to Doorstep
• Know what you need and assess what you have -most ECPs include merchandising tools
• Understand your customer’s journey to drive them to product
• The secret sauce is in the data
• For greater sophistication leverage best-of-breed point solutions (personalization, searchandising, ucg-content, marketing automation etc.)
IRCE 2018- Ecom Tech Workshop From Idea to Doorstep
From Product Assortment to Recommendations
• Make sure you have the right product and know
how to merchandise and market in each channel
IRCE 2018- Ecom Tech Workshop 17
Online B2B Catalog Webstore Social Media In-store Marketplaces Mobile
Sales Channels
Back End Systems
Fulfillment WMS
ERP PIM Content Management
Ecommerce Platform CRM
Order Management (OMS)
Transactional Systems
Marketing / Merchandising
CustomerCare
Traffic Orders
Customer
Inquiries
Personalization
Recommendations
Promotions
Shipment
Tracking
Inventory
SalesProduct
DataContent
From Idea to Doorstep
Support How She Buys
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• Online
• On-the-go
• In-store
• Chat?
• Voice?
• AI Buys for you!
• Buy to Thought? ☺
From Idea to Doorstep
IRCE 2018- Ecom Tech Workshop 19
Online B2B Catalog Webstore Social Media In-store Marketplaces Mobile
Sales Channels
Back End Systems
Fulfillment WMS
ERP PIM Content Management
Ecommerce Platform CRM
Order Management (OMS)
Transactional Systems
Marketing / Merchandising
CustomerCare
Traffic Orders
Customer
Inquiries
Personalization
Recommendations
Promotions
Shipment
Tracking
Inventory
SalesProduct
DataContent
CRM
From Idea to Doorstep
Achieve a Single View of the Customer
• Solid CRM or Customer MDM is essential
• Centralize all relevant customer data and profile information -enabling consolidated view of all customers and activity
• Leverage and apply across all functional areas where you can benefit
IRCE 2018- Ecom Tech Workshop 20From Idea to Doorstep
IRCE 2018- Ecom Tech Workshop 21
Online B2B Catalog Webstore Social Media In-store Marketplaces Mobile
Sales Channels
Back End Systems
Fulfillment WMS
ERP PIM Content Management
Ecommerce Platform CRM
Order Management (OMS)
Transactional Systems
Marketing / Merchandising
CustomerCare
Traffic Orders
Customer
Inquiries
Personalization
Recommendations
Promotions
Shipment
Tracking
Inventory
SalesProduct
DataContent
OMS
From Idea to Doorstep
The Engine Behind the Scenes
IRCE 2018- Ecom Tech Workshop 22
• Process orders from multiple channels - ecommerce, mobile, call center, and more
• Allocate orders to multiple sources of fulfillment (fulfillment centers, retail stores, drop shippers)
• Enable cross-channel transactions (BOPIS, BORIS)
• Always help customers understand their options
• Manage tradeoffs on complexity and performance
From Idea to Doorstep
IRCE 2018- Ecom Tech Workshop 23
Online B2B Catalog Webstore Social Media In-store Marketplaces Mobile
Sales Channels
Back End Systems
Fulfillment WMS
ERP PIM
Ecommerce Platform CRM
Order Management (OMS)
Transactional Systems
Marketing / Merchandising
CustomerCare
Traffic Orders
Customer
Inquiries
Personalization
Recommendations
Promotions
Shipment
Tracking
Inventory
SalesProduct
DataContent
Content Management
From Idea to Doorstep
Supporting Data Must Be Consistent and Kept Updated
CMS – Content Management System
• Contains and assists in management of product imagery, promotional banners, and other content
• Helps with productivity and empowers marketing and merchandising to manage elements of web channel and other uses (i.e. call center) in consistent manner
IRCE 2018- Ecom Tech Workshop 24From Idea to Doorstep
And Product Content Should be Centralized
IRCE 2018- Ecom Tech Workshop From Idea to Doorstep 25
PIM – Product Information
Management
• Contains MOST product attributes and
ensures consistency and completeness of
attribution
• Usually has workflow to manage across
departments involved in creating products
(Sourcing, Product Development, Merch,
Marketing, etc.)
• Can assist with Pre-Product Lifecycle/Product
Development in some cases
IRCE 2018- Ecom Tech Workshop 26
Online B2B Catalog Webstore Social Media In-store Marketplaces Mobile
Sales Channels
Back End Systems
Fulfillment WMS
ERP PIM Content Management
Ecommerce Platform CRM
Order Management (OMS)
Transactional Systems
Marketing / Merchandising
CustomerCare
Traffic Orders
Customer
Inquiries
Personalization
Recommendations
Promotions
Shipment
Tracking
Inventory
SalesProduct
DataContent
From Idea to Doorstep
Some Food for Thought
IRCE 2018- Ecom Tech Workshop 27From Idea to Doorstep
• Comparison-shop the competition and beyond
• But don’t think you have to match competition
immediately
• Competitors may have it but customer
may not use it – know what matters to
your customer vs. just guess via
competition
• Evaluate your current capabilities to identify
gaps and opportunities
• Avoid massive projects where you can
– use MVP approach and get religion
on scope management
• Establish cross-functional and cross-
channel collaboration to break down
silos
• Align incentives or active warfare (or
worse, passive) can break out
Thank You!
IRCE 2018- Ecom Tech Workshop 28
Charles Hunsinger
SVP & CIO, Oriental Trading Company
For additional questions:
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