F&F Omnichannel Success Story
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F&F aims to provide a seamless omnichannel shopping experience for customers to shop online, through mobile apps, in stores, and have items delivered wherever they choose. They strive to understand customer needs and continually innovate to improve the shopping journey. Research shows that customers want personalized shopping experiences and value convenience across all channels. F&F is working towards better integrating their online and in-store shopping to increase customer loyalty, conversions, and average sales.
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F&F Omnichannel Success Story
- 1. F&F Omnichannel Success Andy Beale Head of Multichannel, F&F Clothing Online November 2014
- 2. F&F online is much more than just a web site, we see it as a flagship store for our clothing brand. With F-F.com we aim to improve our customers’ shopping journey so that they are delighted to shop with us. Our customers can shop across complimentary channels of online, mobile, in store, and have their purchase delivered to a location of choice. We strive to understand our customers and then innovate to help them. © 2013-2014 Cisco and/or its affiliates. All rights reserved. 2
- 3. The Customer Evolution © 2013-2014 Cisco and/or its affiliates. All rights reserved. 3
- 4. Shoppers are Digital. And Increasingly so in 2014: ÜBER DIGITALS 18% Smartphone Research Browse Purchase Last Year 11% DIGITAL MASS 80% Median Age 40-44 Source: Cisco Consulting Services Primary Research, 2013 Digital Research Browse Purchase Median Age 30-34 Millennials Growing up © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Consulting Services Cisco Confidential 4
- 5. Mobile Shopping Behavior Quickly Becoming Ubiquitous Percentage of respondents doing now or interested in doing DIGITAL MASS 81% ÜBER DIGITALS 18% PC at home Phone in store Tablet at home Phone on the go Phone at home 2011: 20% 2011: 36% Touch-screen in store 97% 60% 66% 62% 62% 65% Last Year 54% 57% Source: Cisco Consulting Services, 2013, percentage of respondents doing now or interested in doing Last Year 11% 99% 100% 95% 90% 91% 82% © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Consulting Services Cisco Confidential 5
- 6. Shoppers Want Personalised Experiences Select up to three DIGITAL MASS 80% 46% 38% 30% Personalized products specifically for me 30% Source: Cisco Consulting Services Primary Research, 2014 ÜBER DIGITALS 18% Personalized promotions via touch-screen or smartphone Personalized shopping lists Personalized service 53% 47% 38% 34% © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Consulting Services Cisco Confidential 6
- 7. 5 Customer Mandates for F&F What I want • Personalisation and Curation The way I want it • Payment and Channel When I want it • Convenience and Frequency Make me love it • Quality, Easy to Use, Helpful • Social and User Generated Content Help me tell my friends about it © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Consulting Services Cisco Confidential 7
- 8. Moving towards omnichannel © 2013-2014 Cisco and/or its affiliates. All rights reserved. 8
- 9. Shopping across channels drives increased loyalty © 2013-2014 Cisco and/or its affiliates. All rights reserved. 9
- 10. Conversion and ASP can be increased by persistent basket across channel • Mobile experience on F&F – led to increased conversion rate • Channel location – becomes essential when you move away from online • Delivery – a poor customer experience needs to be recovered to retain repeat shopping and loyalty – so avoid! © 2013-2014 Cisco and/or its affiliates. All rights reserved. 10
- 11. Customer service is absolutely key © 2013-2014 Cisco and/or its affiliates. All rights reserved. 11
- 12. Accelerated Innovation © 2013-2014 Cisco and/or its affiliates. All rights reserved. 12
- 13. Moving Insights to Action: Making Innovation Happen Develop ideas to disrupt the Industry and drive new growth Design fresh solutions for new and existing new business challenges. Demonstrate tangible business results quickly through proto-typing and testing. Embed innovation capability into the business and designing for scale. © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Consulting Services Cisco Confidential 13
- 14. Bringing Innovation to Life Assess Opportunity Value Determine the value of opportunities and prioritize Concept Ideation People Process Rapid Prototyping Embed innovation and solutions in the business to Sustainable Business Outcomes Data Things “challenge” areas. Generate new options, ideate around new concepts and prioritize outcomes. drive growth. Experiment and prototype new solutions with rapid technology enablement. © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Consulting Services Cisco Confidential 14
- 15. We are always learning…how to build a better omnichannel journey Always think from the customer perspective Bricks and Clicks retailers have advantages and disadvantages Disrupting the industry probably means disrupting your own business first. Fix the basics first! © 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Consulting Services Cisco Confidential 15
- 16. Thank You And Questions?
Notas do Editor
- There are 6 elements to launch pad Digital DNA – ID area / business processes to transform –combine analytics with our experts –instead of spending weeks and several thousand dollars in fees doing research and creating a spreadsheet - access data at the click of a few buttons. Our expertise will still be needed to synthesize and analyze but it will be much easier than it is today. New problem solving processes to imagine new solutions- Design methods and agile thinking - to enable us to rapidly adapt existing capabilities or to invent new solutions – convergent thinking - etc Design thinking is a framework populated by valuable tools and processes with the ability to adapt the process to different challenges. A fast-paced, structured, yet creative approach to problem solving combined with rapid prototyping and outcomes that are designed to scale quickly Smart ideation - Starting with a customer challenge, use LAUNCHPAD to frame the problem, and converge on a solution Disruptive capability to detail out the solution or business model Rapid prototyping create and test prototypes, quickly scale it, and measure results 5) Then our solutions – exciing and new We are calling the cloud-based software solutions – Business Insight Modules or BIMS - where we solve the whole client business problem (services, h/w etc in a consumption based way) turning them in to scalable solutions that drive business impact 6) Tangible Measureable Results Future – embed analytics into our solutions to be able to to provide ongoing annuity based services that enable us to measure results and provide recommendations (bringing together historical performance and benchmarking against competitors pulled from our cloud-based solutions. We believe consulting in the future will be based on experience, in combination with data analytics and design methods rather than traditional the knowledge-driven expertise