Strategic Omnichannel business transformation with examples: Hunkemoller, MOO.com, Sofacompany.

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WELCOME
(R)EVOLUTION

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By Hans Smellinckx
Business Transformation
OMNICHANNEL

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The world evolves so fast
that sharing or having
knowledge is crucial.
KNOWLEDGE
The world is our
playground, stop just
thinking in terms of local
presence
BORDERLESS
Traditional businesses
are disrupted by new
start-ups.
OLD
Online, offline, instore,…
you will need to cater for
all possible leads.
PLURALITY

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STOP SHIPPING
STOCK
• Most businesses only ship products to their
audience
• Disruption is mostly improving what exists
• The client is talked about a lot but not actively
involved

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NL
Less than 30%
Online webshop
BE

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Delivery instore
Order online, deliver &
collect instore
32 %
I want to see where I can
buy it from my laptop
Instore stock levels
50 % 36 %71 %

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SOME STRONG
CONTENDERS

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BEWARE OF HYPES
Omnichannel business transformation is NOT about following
each trend, it’s about:
- What is my audience using (80/20 rule)
- What are the platforms that would make communicating
easier
- How can I save my audience time?

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SHOOT 4
THE HEARTAnd capture the mind!

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HOW TO MANAGE
SUCCESFULLY
TRANSFORMATION
The menu

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No plan, no success! But a plan cannot be
room wide map. It must be broken down in
understandable pieces, with a maximum
launch period of 6 months.
T 1
THE PLAN
Before you start building your new house, it’s
time to regroup your research (strategy
plans, internal requests, client stories etc)
T 0
The foundation
PEOPLE PROCESSPROCESS PLATFORM
+ +

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Focus on launching projects that create a
clear and undisputed extra revenue stream.
This will facilitate your future plans.
T 4
LOW HANGING FRUIT
Transforming your business is not an easy
road. By proving in step T4 that the new way
is a profitable way, you will be able to
change also the more complex problems.
T 5
COMPLEX TASTES
You cannot create a (digital)
transformation on your own. Create a group
of people (internal & external) with the
same ideology. Meet regularly for status
updates with the goal to propose projects to
Senior Management.
T 3
A LEAGUE OF THE WILLING

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Unlike a fairy tale,, real life business cases
are a never ending story of optimizing,
change and improving existing business
processes
T 7
NEVER ENDING STORY
Take a step back and cherish success and
learn from mistakes
T 6
12 MONTH REVIEW

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BRIDGE
THE GAP
Create a trusting environment with mutual respect and
collaboration between teams. Don’t limit it only to digital
or commercial teams. This will incite a truly
entrepreneurial spirit in the company

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WHICH STERIOTYPE
A R E Y O U / I S Y O U R O R G A N I S AT I O N ?
I/WE SEE THE FUTURE
HIGHENERGY
HEALTHY MATURE
SCARED INJURED
Source: The Dualarity, Olivier van Düuren

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SUCCESS
IS
CONTAGIOUS
SPREAD THE WORD

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INSPIRATION
Dreams don’t work… until you do!

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Away from warehouse
stores.
EXPERIENCE
Technology supporting
a consumer instore
INFORMATION

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You do an effort, we
reward you!
SURPRISE & DELIGHT
Inspire
FASHION STYLE SHOP
Inspiration | service
IMPECCABLE
ONLINE
PRESENCEWith an extra mile
presentation &
unboxing strategy
HIGH QUALITY

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Great staff, same
platforms, openness &
inspirational
THE SHOP
Inform your consumers
about production &
office openings – no
counter
TRANSPARENCY
Full personalization – under
promise & over deliver
PERSONALISATI
ONAuthenticity…from
producer to consumer
THE STORY

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INFLUENCE
Omnichannel is changing the world we work in!

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IT IS YOUR MOVE!
The next 24 hours are crucial.
What are you starting in the next 24 hours?
What’s your next move?
A great business starts with great people. Regular
training and getting them involved in a technology
future.
IT IS ABOUT PEOPLE
Get experience and knowledge inside the company,
ask for help,
GET YOURSELF IN SAFETY
It’s not about e-commerce or having just a website
or social media policy. Technology must support a
bigger strategy.
IT IS NOT ONLY ABOUT TECHNOLOGY
Your store front is just tip of the iceberg. Every step in
the process is as important. From the bill to the
package delivered.
EVERY LAYER OF YOUR BUSINESS IS IMPACTED

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Your company | brand | strategy ?
No e-commerce / lead generation platform
No abandon cart strategy
No communication based on buying+click behaviour
No client abassadors
No contact point strategy
E-commerce a separate team
Retail is not using e-commerce in the shops
Sales is still done by giving a brochure
No decent CRM platform

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