The document discusses strategies for retailers to maximize benefits by integrating online and traditional wholesale models. It recommends removing boundaries between channels to deliver the best customer experience. Specifically, it suggests capturing customer data across multiple channels, motivating customers to explore and purchase through various channels, and maintaining a consistent brand identity and satisfying customer experience across all channels. The goal is to create a seamless cross-channel experience that increases customer value and loyalty.

1. Cross Channel: Maximise the benefits of
integrating online with traditional wholesale
models
Louise Salt
29th March 2012

2. Maximising the Customer Journey - removing the boundaries
between channels to deliver the best experience
Customer
Technology
Convenience
Partner

3. Why Multichannel is important?
Each Customer becomes more valuable and Three times the value of a
more loyal £££ single channel Customer
Customers interact with various channels before,
during and post making a purchase
More visibility of customer behaviour to inform One customer, different
strategy and marketing initiatives/tactics needs at different times
Solution Demander Shopping Enthusiast Service Seeker

4. Strategies to become a seamless cross channel retailer
Customer Convenience
• Data Capture, e.g. E-mail, Card data, • Click & Collect
EPOS, logged in environment, CRM, • Continue to increase collection points,
surveys, loyalty schemes e.g. collect plus
• Converting single channel customers in • Mobile website
to multi channel – e.g. through PACT or • Mobile gift vouchers
Kiosks
• Additional spend in store when they
come to collect online orders (C&C) or
return online purchases
Technology/IT Partners/Infrastructure
• Mobile App • The right KPIs – e.g. virtual P&L, PACT sales
• User friendly kiosks attributed to stores
• Tablets in store • Understand the cost implications of
different channels to ensure profitability
• Integrated systems so end to
• Training so in store employees have
end visibility
knowledge of online offer and can use
• Wi-Fi in stores website to drive sales.
• Virtual Fixtures • Employees ‘Think Omni-channel’ – it is a
company wide philosophy
• Delivery proposition – e.g. supplier direct

5. Motivating customers to explore and purchase through all
transactional channels
Marketing the Proposition
• Promote extended assortment online
from stores.
• Promote one channel through another
channel, e.g. local store info from online
and online from stores.
• QR codes – provide wider reach
• Catalogues

6. Translating brand identity and satisfying customer experience
through all channels
Maintain Brand Identity across all channels;
• Look & Feel
• Tone of Voice
• Service levels
• Price architecture/proposition
• Delivery
Maximise Content across all channels – tie it
all together
• Marketing
• PR
• Catalogues
• In store - POS
• Online – buying guides, editorials
Measure Success!
• Sales
• Net Promoter Score
• Web Pulse
• Ratings & Reviews
• Surveys
• Testing/Analytics
• Call Centre
• Social
Watch Outs!
• Conversion

7. A seamless approach….
In Store Online

8. Maximising the Customer Journey by removing the boundaries
between channels will be key to success in the future….