Easy bit

Hard bit

Its tough times, we must set ourselves apart and

then there’s bars being set….John Lewis !

Delivering the customer promise from order….to the next…

From this To this

Then and now

BP: One customer view in all channels

Don’t miss the opportunity of capturing in store sales data to enhance your personalised online shopping experience.

How many times have you missed the opportunity of cross selling an item from a cross channel sale i.e. store purchase with an follow up email from customer DB central ?

Can you truly offer multi-channel shopping without multi channel data capture ?

BP: One customer view in all channels

Data structure, define your needs, discover all the customer touch points, don’t yet focus on data analytic tools, unless there is the right data…. it is pointless

Define your customer promises, build these into marketing, build an operational platform that captures and can deliver the data

Get all customer data into one central place - accessible by Store (important for face to face), CS and websites to draw from

Customer orientated leaders set an example for all to follow

BP: One inventory view in all channels

Ideal is to have store / warehouse / direct inventory all hooked up. Decide if transfer or fulfil from store is an option

Excess inventory ties up working capital. Consider the cost of inventory, warehouse costs, handling, transport etc. The extra effort on stock turn via KPI’s will pay dividends

Aged stock is a killer. Keep an eye on this, keep it moving otherwise is a crippler. Why not target obsolete stock against customer profiles and get it sold.

Use supplier inventory – JIT or DSV i.e Kurt Geiger

Regular inventory checks deliver the customer promise and keep costs down. Don’t do them twice a year.

BP: Order taking

Have your staff place orders – let them be the hardest of critics

Get PayPal – ensures an uplift in conversion. Makes check out easy

Live inventory check on all channels – manage expectations at all times

Don’t make a customer register before taking an order. Guest checkout is a must.

BP: Customer service

Listen, empathize, act.

If international is a channel, do use multi lingual CSR’s (Duo example) offer out of hours & weekend support.

Empower the team to help and take ownership until resolved.

Ensure despatch emails contain relevant information i.e. back order delivery dates and maybe…a link to top selling products on the website, could this be made dynamic ?

Train CSR people, when confident with empowerment delivers great results,they are your frontline and brand ambassadors

Be honest, say sorry when wrong, think about why a customer is contacting you.. Have you delivered your promise ?

Innovate with new services i.e. e-stylist, video chat for advice, personal stylist, great conversion on up/cross sell

Don’t make it hard ! Mobile phone example : High Street versus Apple

BP: Fulfilment & delivery

As many delivery options as possible – exceed customer expectations, keep an eye on cost. Is a fine balance

Ensure sales channels use dynamic delivery dates, it manages customer expectations and for those orders taken if scheduled delivery slips

Timed deliveries help conversion, empower team to upgrade to next day

Carrier label integration

Real time view of where order isPick, pack, ship – everything else can almost be automated. Are pick walks accurate with sortation of items ?

Remember when a customer clicks order the timer has started as has your commitment to a promise.

BP: Marketing

Plan the marketing, the data capture needs, review periodically and evolve the capture channels and platform

Online content personalisation is where its at. Start with basics like weather…

Segment and target market, monitor, adapt and do it again. No more UZI !

Never let a parcel leave without a promotion – surprising results.

Raise the analytical bar – do not have silo’ed data, combine it, profile and benefit.

Do you really want your marketing department to be sending emails to customers who have bought the exact same thing being promoted ?

Special thanks to:

Final words: Look after the customer and the business will take care of itself

Thank you for your time,

Questions ?

What we do:

We help clients deliver their customer promiseWe help clients sell more and become more efficient

How we do it

Deploy world class on premise & cloud based enterprise retail platforms with ongoing exceptional service through a sustainable client & innovation focused culture born from our people‘s development and reward.

pierre@mnp-media.comManaging Director

ACTIVEseries ERP – Multi channel platform overview (B2C & B2B) v1.1