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Digital 2017 beyond multi-channel breakfast meeting

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How can retailers go from multi-channel retail to unified commerce? It is not enough to just add channels. Retailers need to redefine their organizations as well to create one customer view and shared functional capabilities. EdenMcCallum breakfast meeting discussing the new reality of retail and what retailers need to do to be relevant in the coming years.

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Digital 2017 beyond multi-channel breakfast meeting

  1. 1. T. Obradov - March 2017 Digital 2017: Beyond Multi-Channel Eden McCallum Breakfast Meeting 8 March 2017 By Tamara Obradov
  2. 2. T. Obradov - March 2017 Welcome Agenda: ● Introduction ● Retail evolution ● Digital Trends & Examples ● Case Discussion
  3. 3. T. Obradov - March 2017 Objectives today ● Overview of digital trends in retail ● Implications for retail organisations ● Discussion ● In general: Give you a better understanding of what is needed to succeed in retail today
  4. 4. T. Obradov - March 2017 Retail Evolution
  5. 5. T. Obradov - March 2017 Retail Evolution The Netherlands Avg 3.6
  6. 6. T. Obradov - March 2017 Retail Evolution ● Where is Retail on mobile? ● Mobile conversions still need to catch up to desktop
  7. 7. T. Obradov - March 2017 Retail Evolution
  8. 8. T. Obradov - March 2017 Retail has evolved from expecting the customer to adapt, to adapting to the customer to thinking for the customer Retailers should be thinking about: ● If I’m not seamlessly integrated in the future I won’t even be considered ● From “Getting everything right” to “‘Keep’ getting it right without effort”
  9. 9. T. Obradov - March 2017 To ‘keep’ getting it right, there are three key trends to conquer 1. Customers don’t think in channels, they experience 2. Retail went from people-driven to technology-driven 3. Organize around the customer, not the product or the CEO
  10. 10. T. Obradov - March 2017 Customers experience the brand, they don’t think about channels → retailers are late to follow ● Customers experience a single type of touch-point ● Retailers have a single type of touch-point ● Customers sees multiple touch-points acting independently ● Retailers’ channel knowledge and operations exist in technical & functional silos ● Customer sees multiple touch-points as part of the same brand ● Retailers have a ‘single view of the customer’ but operate in functional silos ● Customer experience a brand, not a channel within a brand ● Retailers leverage their ‘single view of the customer’ in coordinated and strategic ways
  11. 11. T. Obradov - March 2017 Let’s plot some examples
  12. 12. T. Obradov - March 2017 With “Unified Commerce” you have the best chance to exceed expectations, stay in the loyalty loop and gain advocates
  13. 13. T. Obradov - March 2017 Digital Trend 2: It’s not only about the people anymore ● Retail capabilities are evolving ○ It’s no longer important how much experience you have in purchasing, it’s all about the data ○ The two fastest growing capabilities to develop are ■ The capability to plug-and-play new digital services ■ Data Science ● The unified commerce retailers are technology-driven… ● ...and have created a connected system of digital services
  14. 14. T. Obradov - March 2017 August 2011 - ~100 software services
  15. 15. T. Obradov - March 2017 September 2012 - ~350 software services
  16. 16. T. Obradov - March 2017 Jan 2014 - ~950 software services
  17. 17. T. Obradov - March 2017 ...see the trend? August 2011 September 2012 January 2014 ~100 companies ~350 companies ~950 companies
  18. 18. T. Obradov - March 2017 March 2016 - ~3500 software service companies March 2016 ~3500 companies
  19. 19. T. Obradov - March 2017 Digital trend 3: Customer at the helm Organize around the customer, not the product or the CEO ● Data driven ● Small teams focused around customer segments ● Cross-functional ● Decoupled decision making & autonomy ● Scrum based → test & trial ● Hierarchy & layers ● Experience/seniority over data ● Long decision making ● Authority over autonomy
  20. 20. T. Obradov - March 2017 If you don’t create a flexible and customer centric workforce you might not survive Omzet ca. 600 miljoen
  21. 21. T. Obradov - March 2017 Currently the most advance retailers follow a small, cross-functional team organization
  22. 22. T. Obradov - March 2017 Example: Netflix organization is supported by a strongly documented culture Loosely decoupled, cross-functional teams Employee Autonomy Strong culture focused on performance Flat organizational structure
  23. 23. T. Obradov - March 2017 Example: Amazon
  24. 24. T. Obradov - March 2017 Case Examples
  25. 25. T. Obradov - March 2017 Daniel Wellington example ● Company started in 2011 selling cheap but luxury inspired watches for $129-$149 ● In 2015 selling over 1Mn watches per year (compared to Rolex and Tag Heuer who in a good year sell ~ ● From $0 to over $200Mn in 5 years ● $0 traditional marketing, solely influencers ● free products to social media stars and prominent personalities Instagram engagement Source: thecirqle.com
  26. 26. T. Obradov - March 2017 E-mail marketing example Example: ● Weekly ladies shopping email sent on Sunday 10am ● Reporting showed slowly declining revenue ● By analysing core customer segment device and journey usage they learned that target segment peaks on Mondays and Wednesdays at 19.30 ● By changing the email moment and making the formating more device specific revenue upsight was 10.2x
  27. 27. T. Obradov - March 2017 picnic
  28. 28. T. Obradov - March 2017 To be successful picnic will need to solve the last mile problem of online grocery Source: Booz& Co Note: data is from 2010 not rectified for inflation or cost fluctuations €X +€17
  29. 29. T. Obradov - March 2017 ● Amazon Dash ● Google Home / Amazon Echo ● Deliveroo dark kitchens ● Gooseberry intimates Other noteworthy discussions / examples
  30. 30. T. Obradov - March 2017 Discussion

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