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Is Omnichannel Dead?
Evolving Tactics for Today’s Retail
#OMNIPRESENCE
PRESENTED BY:

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Panel
Gary Lee
President & CEO,
InReality
@gary_r_Lee
Jess Stephens
CMO,
SmartFocus
@jessstephens

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• What is Omnichannel Really?
• 3 Trends Shaking Up Omnichannel
• Is Omnichannel Dead?
• Examples of Evolving Tactics
• Q&A
#OMNIPRESENCE
Agenda

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What Is Omnichannel Really?

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The Dream…

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The Reality…

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3 Trends Shaking Up Omnichannel

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#1 The consumer’s journey just got
more complex…

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#1 Consumer adoption of new technologies
is now happening faster and faster…
Source: The Economist

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#1 This rapid adoption of technology is
spilling over into retail…
Over the last 6 years, ecommerce has
grown at a CAGR of almost 16%.
Last year digital influenced $1.7T of
in-store sales compared to just $0.33T
a few years ago.
Sources: U.S. Census Bureau; Deloitte

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#1 Now there are 800+ possible consumer
journeys…
Source: Cisco

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#1 What that means for both brands and
retailers…
1. It’s Not About Maximizing Channels Separately.
2. Waiting on Technologies to Go Mainstream Will Put You Out
of the Game.
3. It’s Time to Get a Unified View of the Customer.

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#2 The ZMOT isn’t the only point of
influence anymore…

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#2 Ads are losing their luster….
70%
of consumers now
find out about a
product outside of
brand advertising
Source: Deloitte

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#2
61%
of consumers are are using search engines for
their research activity, not a brand’s app or
website
And, brands are having less effect
throughout the journey…
of consumers read product reviews during
their shopping journey
of consumers say product information on social
channels influences their decision75%
67%
Source: Deloitte

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#2 What that means for both brands and
retailers…
1. Stop Focusing Exclusively on “the Purchase”. Use Analytics
to Influence the Journey that Got Consumers There.
2. Revisit How Existing Touchpoints, like Brick-and-Mortar
Spaces, Can Be Best Utilized to Maximize Influence.

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#3 It’s All About MeCommerce…

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#3 Consumers are now in control & they
demand more…
Here are a few of their expectations:
85%
64%
82%
of consumers would be more likely to
shop in stores that offer personalized
offers
of consumers would be more likely to
shop in stores that offer specific
recommendations for products to
purchase
of consumers want to be able to return
items purchased online using free
shipping or a store visit
Source: Google

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#3 Not Even the Giants Are Safe….
Source: About.com

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#3 What that means for both brands and
retailers…
1. Make Experiences Hyper-Relevant
2. Unify Pricing, Delivery & Return Policies

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Is Omnichannel Dead?

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I would argue that omnichannel was the wrong vision. It was meant to be
the same experience across every channel, but it should have been a
consistent experience across every channel, with the added layer of
context to then change the customers’ experience for their needs at that
moment.
You can’t just replicate the in-store experience online or vice-versa. Each
channel has its own virtues and unique purpose and that should be
recognized and embraced, because there’s a reason customers are still
using it.
- Jessica Stephens, SmartFocus
Omnichannel—The Wrong Vision?
“
”

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Let’s turn it around for a second… The reality is, customers couldn’t care
less about omnichannel as a term. And, if we look at it through their eyes,
there’s more than just channels, what about the different phases that they
go through during their journey? What are they doing before, during and
after their purchase?
Because of that, it’s time to elevate omnichannel a bit, to what we call
omnipresence. A brand or retailer needs to understand what customers are
doing at every phase of their journey and then with that understanding they
need to make sure they are delivering a very hyper-relevant experience so
that they’re meeting the needs, the expectations and maybe even the
things the customer didn’t even know they wanted. That way, they’re
delivering what the customer needs at just the right moment in time.
- Gary Lee, InReality
It’s Time for Omnipresence…
“
”

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Examples of Evolving
Omnichannel Tactics

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Example #1: Bonobos
Image Credit: Bonobos

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• Didn’t follow everyone else—really considered what’s the real
role of brick-and-mortar for Bonobos and its customer base.
• Reengineered the form and function of the store to allow
customers to really experience the brand and the products,
switching the store’s role from fulfillment house to creating a
real-world interface for the web operation and brand—
physical up front, digital in the back.
Today, average order is now 50% higher for customers coming
in store than what Bonobos was seeing online-only. And, sales
per square foot is the highest known in men’s clothing.
What We Like About Bonobos…

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Example #2: Office

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• Used retail technology (beacons) in a clever way to tap into
the millennial audience.
• Setup up a location-triggered mobile campaign, similar to an
abandoned cart email campaign, offering customers the
opportunity to get an incentive for submitting a review of their
experience, rather than directly pushing the sale.
The campaign was extremely successful, and office actually saw
a 72% open rate and a high click-rate.
What We Like About Office…

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Example #3: Walmart
Image Credit: Flickr / Walmart

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• Took price disparity off the table from online to offline, and
even matches competitor prices to fulfill its mission to
guarantee customers the lowest price.
• Worked to give customers a truly seamless and easy
purchase, delivery and return process—customers can
choose what combination works best for them.
• Planning to spend $1.2-$1.5B in digital infrastructure to really
innovate how they deliver what customers need.
In annual shareholder’s meeting last year, they had seen
impressive growth: $12.5B in online sales, with an expected
25% increase this year.
What We Like About Walmart…

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Questions???

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• Consumers now have 800+ paths to purchase!
• Don’t maximize channels separately. Think one
channel. One experience.
• Don’t wait on mainstream adoption. Digital will
make sure you lose.
• Consumers want hyper-relevant experiences.
• No more online-only or in-store only policies. One
channel. One experience.
• It’s time to move beyond omnichannel.
Tweetable Takeaways #Omnipresence

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Meet InReality Meet SmartFocus
InReality helps brands and retailers increase
customer engagement by delivering hyper-relevant
customer experiences. Through a combination of
retail analytics, consumer insights, experience-
based design, fulfillment and 20 years of
transformative retail work, InReality helps maximize
influence along the path to purchase. Having
worked with clients like The Coca-Cola Company,
The Home Depot, Philips and Tempur-Sealy,
InReality is uniquely positioned to help brands and
retailers capture customer’s in the reality of today’s
complex retail environment.
Find out more at:
www.inreality.com
(770) 953-1500
info@inreality.com
SmartFocus is an innovator in messaging and
communications, enabling the world's largest
brands - including Mercedes-Benz, Macy's and
Levi's and to understand and connect more closely
with today's connected consumers; whether that
be via web, mobile, email or social channels.
Through The Message Cloud solution, SmartFocus
genuinely listens to and learns from customers
using patented algorithms and unique location-
based marketing tools. Using The Message Cloud,
SmartFocus customers have the rich data,
intelligence and the tools for contextually unique
engagements, through any digital channel.
Find out more at:
www.smartfocus.com
(425) 460-1000