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

John lewis

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Page 1: John lewis

Cross Channel: Maximise the benefits of integrating online with traditional wholesale models

Louise Salt 29th March 2012

Page 2: John lewis

Maximising the Customer Journey - removing the boundaries between channels to deliver the best experience

Customer

Technology

Convenience

Partner

Page 3: John lewis

Why Multichannel is important?

Customers interact with various channels before, during and post making a purchase

Each Customer becomes more valuable and more loyal

More visibility of customer behaviour to inform strategy and marketing initiatives/tactics

Three times the value of a single channel Customer

One customer, different needs at different times

Solution Demander Shopping Enthusiast Service Seeker

£££

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Strategies to become a seamless cross channel retailer

Technology/IT

Convenience

Partners/Infrastructure

• Click & Collect

• Continue to increase collection points, e.g. collect plus

• Mobile website

• Mobile gift vouchers

Customer

• Data Capture, e.g. E-mail, Card data, EPOS, logged in environment, CRM, surveys, loyalty schemes

• Converting single channel customers in to multi channel – e.g. through PACT or Kiosks

• Additional spend in store when they come to collect online orders (C&C) or return online purchases

• The right KPIs – e.g. virtual P&L, PACT sales attributed to stores

• Understand the cost implications of different channels to ensure profitability

• Training so in store employees have knowledge of online offer and can use website to drive sales.

• Employees ‘Think Omni-channel’ – it is a company wide philosophy

• Delivery proposition – e.g. supplier direct

• Mobile App

• User friendly kiosks

• Tablets in store

• Integrated systems so end to end visibility

• Wi-Fi in stores

• Virtual Fixtures

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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

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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

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A seamless approach….

In Store Online

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

Page 9: John lewis