360 Degree customer capture

360° Customer CaptureEnabling Retailers to Deliver a Complete Shopping Experience Now

Your Customers of Today and Tomorrow

Understanding the Customers’ Journey

Infusing Customer Insights into the Business

Challenges for Retailers

Visionet’s 360° Customer Capture Solution

Enabling Retail Channels

Enabling Retail Functions

Enabling Retail Operations

Enabling 360° Customer Views

360° Customer Capture Benefits

Summary

About Visionet Systems, Inc.

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TableOfContents

www.visionetsystems.com 1

Your Customers of Today and TomorrowConnected, Empowered and InformedToday’s consumers are more empowered than ever through an always on, always connected devices, creating a digital persona. These tech-savvy consumers are taking charge of their shopping experience using their preferred devices and channels to become more informed and empowered before they even engage with Retailers. This leads to a much more complex relationship between Retailer and consumer as consumers expect each point of engage-ment with a Retailer to be connected and consistent.

The boundaries between virtual and physical space are becoming blurred in this Omni-chan-nel environment. The focus of the retail experience has expanded well beyond the walls of the Retailers’ physical store and can include multiple channels such as catalogs, call cen-ters, mobile commerce, online and social networks—as a result, shoppers are engaging with Retailers and products in so many more ways than they did in the past.

When we come to think of customers being ‘socially connected’, we generally limit ourselves to considering Facebook, Twitter, Pinterest, Instagram and a couple of more social channels

Figure 1 : Your Customer - Connected, Empowered and Informed


to be impacting their lives and importantly, purchase decisions. However, the social media landscape is even bigger. The below illustration, developed by Biran Solis and coined as The Conversation Prism, gives a visual map of the dominant and promising social networks that impact the everyday lives of individuals (your customers).

Here are some critical statistics about your customers to keep in mind as you read through the compelling information below:

• 86% of consumers will pay more for a better customer experience1

• 56% of consumers research a brand on Facebook before purchasing2

• 90% of consumers regularly research products online before buying them3

• 23% of brick and mortar sales are influenced by their website4

• 75% of consumers said product information found on social channels influenced their shopping behavior and enhanced brand loyalty5

• 74% of customers leave if a website doesn’t load on their smartphone in 5 seconds6

• 71% of customers go online first whenever they have a problem with a product7

While challenging, it’s not bad news for Retailers. If handled correctly, the new digital land-scape provides opportunities to engage with consumers as never before. And as we shall see figure 3, with the right approach leveraging enabling technologies, Retailers can be a proactive force in communicating, engaging and capturing the customer’s attention and their business.

Figure 2 : The Conversation Prism


Understanding the Customers’ JourneyCustomers Create a Digital Footprint through Touch Points with your OrganizationUnlike the traditional customer engagement cycle of the past - one that begins with aware-ness, moves through consideration and evaluation, and concludes with a purchase decision, the customer journey is now dynamic and constitutes a non-linear funnel in which they constantly seek more information, evaluate an array of alternatives, find out reviews, interact socially with others and all instantaneously and in real-time. These digital touch points the consumers are exposed to are always accessible and always on.

As the above comparative figures make readily apparent, customers are creating touch points with the enterprise through POS, CRM, Call Centre, web and mobile platforms, as well as social interactions through social channels in the forms of likes, sharing, posting andbrand/product engagements for purposes ranging from product searches, information gathering, price comparisons, reviews, ratings, purchases, and sharing feedback.

Figure 3 : Traditional Customer Lifecycle

Figure 4 : Digital Customer Lifecycle


This digital footprint opens up a wide channel of opportunities for Retailers to build a knowl-edge repository of customer data around sentiments, behaviors and insights. A complete customer picture can be derived from linking the customer’s transaction histories, interaction histories, and insights gleaned from across a Retailer’s multiple brands or business units and channels as never before. Additionally, customer data is also derived from the customer’s online and social media footprint, providing contextual information in the form of “likes”, “sharing” and positive or negative feedback. Combined along with syndicated data in the form of demographics, gender, discretionary income, etc. provides the Retailer with a very detailed picture of a customer’s buying potential, behavior, sentiment and predilection towards a given lifestyle, product line and even sensitivity to price ranges. The figure below highlights the opportunity at hand.

Innovations such as Big Data-based ‘listening’ and ‘sentiment mining’ take our customer view to a whole different level of granularity and clarity. Now it is possible to read millions of conversations taking place simultaneously across multiple online forums. For enhanced understanding of customer behavior, customer insights can be combined with the custom-er’s core profile. Actionable insights can be generated from contact center transcripts and notes; blogs and other social media; surveys, news and other articles; complaints received via web forms; email, online forums, online chat sessions; and customer service notes and instant messaging logs.

With a continuous digital feedback loop in place – in real-time – not only can Retailers engage, maintain and support more meaningful dialogue with consumers 24 by 7, they can support an efficient supply chain, manage inventory optimization more effectively throughout the supply chain, and deploy sophisticated models for price and profitability optimization.

Figure 5 : 360o View of Customers


Infusing Customer Insights into the Business Harvesting useful insights from such a holistic knowledge repository opens new frontiers for customer engagement. A powerful set of analytical tools built on top of the customer cap-ture repository can help Retailers infuse customer insights into their merchandising, market-ing, e-Commerce, mobile, social, and in-store business processes in several ways such as: • Running more accurate targeted marketing campaigns across channels or for micro-segments to identify context-driven next-best-action • Tracking and nurturing a customer across brands and channels, reducing churn by establishing ‘reconnections’ • Leveraging customer insights-based localized assortments in-store, dynamic pricing, and customized promotions • Proactively responding to life events such as ‘getting engaged’ or ‘relocating’, through targeted communications on relevant products and services • Providing ‘right recommendation’ on new products based on current customer location—near a store or in an aisle

Figure 6 : Shopper Insights


Challenges for RetailersAccording to a Forrester report, the customers of 2025 would follow a complex purchasing model deploying all the touch-points and would increase in their demand of an Omni-chan-nel experience from pre-purchase to post-purchase phases.

As the above Forrester research suggests, consumers will increasingly move to a digital purchasing engagement, taking advantage of ease of use, always on and convenient “on their terms” purchasing experiences. Your competitors will be hard at work to position their platforms to support the new customer realities as well. However, successfully engaging customers will not be an easy task. At a minimum, it requires Retailers to:

• Manage consistent master data for customers, products, marketing and locations across channels• Leverage real-time, demand generation and fulfillment data across channels• Establish enterprise inventory visibility and multiple fulfillment capabilities• Link marketing and merchandising along customer-centric lines• Create localized/personalized experiences through product, marketing and other touch points• Utilize business intelligence—including predictive analytics and data visualization—to quickly identify actionable insights – a 360° real-time view of your customers

Figure 7 : Source - Forrester, profiling the Multichannel Customer, July 2009


Visionet’s Solution for 360° Customer Capture Visionet provides a unified approach that reduces complexity for Retailers, allowing them to focus on connecting with customers and empowering their employees across all channels that allows them the flexibility necessary to respond quickly to the needs of your customers. Visionet empowers Retailers to deliver a complete shopping experience – personal, seamless, and differentiated – by helping them create a complete 360-degree view of the customer.

Visionet assembles the right solutions for Retailers that include point of purchase, marketing and customer care, as well as customer centric, business intelligence models that enable real-time visibility of customer touch-points and interactions. Visionet also provides a holistic view of the Retail value chain that include front and back office capabilities like store ops, order management, supply chain management, product lifecycle management and procure-ment, as well as financials for an end-to-end support model that addresses all elements that impact the customer experience.

Enabling Retail ChannelsWe have you covered – from a Single channel to Omni-channel, from front office to back office, from designing your customer touch programs and driving purchase transactions - all the while gathering data on those transactions so that you can digest and analyze the data, understand your customer’s key buying drivers and convert this critical information into actionable tasks to capture greater and greater wallet share.

Figure 8 : Visionet’s Centers of Excellence


Visionet helps you leverage upon a CRM that enables you to setup and automate your programs and processes that nurture customer satisfaction and loyalty in areas of sales, marketing and customer care. Our 360 degree approach drives sales productivity and marketing effectiveness through social insights and segmented and targeted campaign management.

ProgramThe retail operations func-tions enable you to centrally manage and effectively transact your customer interactions across an Omni-channel environment. An integrated commerce engine manages all channels of a Retailers business (POS, e-commerce, Call Center, Marketing & Social) and gives control across all channels.

TransactBusiness Intelligence models, dashboards and reports enable you to action on the data being captured across all channels that provide critical insights into your customers which, in turn, help you make better decisions about your brand and products. Get the insights on how, where, when your customers shop so that you can interact with them in a meaningful way to help drive greater transaction volumes more profitably.

Analyze

Figure 9 : Retail Functions


Enabling Retail Functions through Business Technology You Already UseManage many-to-many touch points to achieve unprecedented customer centricity while also being able to create new and compelling customer engagement and loyalty scenarios. The following building blocks are employed as the foundation for a 360° Customer Capture framework.

Point of Sale (POS)

Superior store systems consoli-dates customers’ purchase intelli-gence such as sales history, trans-action details and wish list, and provides the right information at the right time for sales associates to better guide and recommend their customers based on purchase patterns and preferences.

• Transaction, Gift, Loyalty Processing • Cash and drawer management • Customer data capture, Purchase History, Wish list, Recommenda tions • Inventory Receipt, Reporting, Stock Counts • Clientelling • Beacon technology

Marketing

Easily plan, execute, and measure campaigns from start to finish. Bring your marketing vision to life—engage customers with personalized, multi-channel cam-paigns, build pipeline, and demon-strate the impact of your marketing.

• Content Management • Execution Planning • Campaign Nurturing and Automation • Media Buying and Planning • Spend Management • Digital and Closed Loop Couponing

e-commerce

Take your e-commerce strategy to the next level with a fully integrated online storefront with search-based technology that offers accurate, timely, consistent performance.

• Web Content Management and Site Development • Destination based taxation• Reserve and collect• Dynamic Refiners and Recommendations • Real-time Inventory Updates and Catalogue Management • Shopping Cart, Payments

Contact Center

Use the Contact (or Call Center) for order entry, order processing and order fulfillment. Retailers can offer mail order catalogs to their custom-ers and manage this streamlined channel.

• Case and Claim management• Contact Center, Self-Serve, Mobile, Chat • Portals, Social, Knowledge Base

Social

In today’s social and mobile world, businesses need to move faster and share knowledge more broadly than ever before. They also need to connect to customers on their terms, which means including social channels in your omni-channel strategy.

Social insights can facilitate amaz-ing customer experiences, ensuring that messages resonate while highlighting trends that impact your brand.

• Implement promotions, discounts, coupons, and more via social sites • Monitor, publish content, knowledge management, brand awareness • Social listening, sentiment collection


Enabling Retail Operations

Enabling 360° Customer Views

Achieve real-time operational excellence and insights by connecting your warehousing, stores, online business, POS, and head office.

Some key benefits your Customer Capture program will include:

1. Capture relevant data on your customers in real-time2. Develop a holistic view of your customer’s sentiment around brand and products3. Position targeted campaigns, advertisement, promotion and couponing at critical points in the buying cycle to maximize sales and profits4. Maintain a meaningful dialogue with your customers at any touch point throughout the customer experience5. Develop insights around how your enterprise can better support the customer experience6. Maximize product, process and pricing efficiencies through captured sentiment and both positive and negative feedback7. Maintain a constant presence with your customers - 24 by 7 around the globe – without the added cost and reliance of investing in both brick and mortar structures and human capital investments

Bringing together a range of sources and complex data in a meaningful way requires a com-prehensive data model as well as analysis and reporting. This combination ensures support at the strategic and tactical level, for marketing, communications, as well as operations.

Visionet helps Retailers integrate all of their efforts to get a holistic view of its customers. It takes the data you are capturing across all your channels, combines it with data from other data sources and synthesizes this into visualizations and actionable models to drive your business forward and turn insight into sales. Our models and dashboard templates present a wealth of insights and opportunities to engage your customers more meaningfully – in real-time - with greater context and results. We provide the data you need at your fingertips, providing you with the right information at the right time, helping you to convert insights into profits. Get to know your customers better through the collection and use of actionable data.

360° Customer Capture Benefits

Store Operations

Visionet can help you track inventory real time, maintain accounts receivables, keep customers coming back through targeted customer loyalty programs, save timeby maintaining labor records, track layaways, track work orders, back orders, sales orders, quotes and much more:

• Statements and cash reconciliation • POS Profile & UI Management • Loyalty Execution and Program Management • Pricing, Promotions and Offer Management • Store configuration and Assortment Management

Sales Force Automation

To have control, you need to have a real time view of your business and products. And with control, you can manage your people, processes and product lifecycle more efficiently. With this you will get a better handle on costs, ensure happier customers and, ultimately, greater profits.

• Buying• Replenishment• Order Management• Warehouse, Transportation Logistics


SummaryThe new empowered mobile consumer, armed with real-time social connection - quite literally in hand - has changed the relationship between the Retailer and customer forever. There is no turning back. It is a world that is always on and operating in the “now.” As all the statistics and indicators are availing, Retailers must seize the moment, dive into the effort of deploying enabling technologies to help them keep up if they have any hopes of staying relevant, com-petitive and positioned for growth. This can only be done by engaging consumers where they are – more and more you will find them permeating across the digital landscape; both interact-ing within your organization’s reach and outside it. Visionet can help you devise a 360° Cus-tomer Capture program to help you achieve a continuous, real-time and relevant dialogue with your customers…not later, but now. To understand more about deploying “THE” essential solution for today’s competitive landscape contact Visionet today!

About Visionet Systems, Inc.Visionet serves fortune 2000 companies across the US and around the globe, and is a strate-gic technology partner for some of the world’s best-known retail brands. We enable our cus-tomers to execute on their vision through enabling technologies, global teams and the most stable talent pool in the industry. Over the last two decades, Visionet has engineered high performing and cost-effective solutions for the retail vertical.

Visionet’s Services

Visionet is a full service professional consulting firm – from solution selection, to planning and design, to customization and configuration, to implementation, training, and ongoing support. This means getting the right business solution from a single partner who understands how your business works.

Visionet’s consultants help businesses around the world maximize return on investment in their technology. This means helping with deploying and optimizing IT, as well as helping business move forward with IT initiatives that deliver the greatest business value at the lowest possible cost of ownership. As a preferred technology partner, we offer a number of options to organizations interested in enabling retail solutions deployment, development and integration, as well as supplemental support of their current systems.

Visionet’s Solutions

Visionet provides tailored solutions to address the critical scenarios that drive retailing today, while making it possible to innovate and be ready for the future. So Retailers can focus on what matters most – connecting with customers, engaging in relevant and meaningful conver-sation around your brand and products, and providing better customer experiences.

Visionet supports the 360° Customer Capture framework, with the following:

1. We solution, configure and integrate CRM, e-Commerce, Mobile, POS and other Retail solutions. 2. We design and build a knowledge repository that captures customer sentiments, both structured and unstructured data.3. We build information stores that are designed to handle complex modeling to make sense out of your data, understand customer sentiment, buying patterns and interactions both with your enterprise as well as within the world of social media.

1 CEI Survey: Customer Experience: Is it the Chicken or the Egg, Forbes 2 Retail TouchPoints, 2012 and Integrated Retailer.com, 2012 3 Retail TouchPoints, 2012 and Integrated Retailer.com, 2012 4 Multichannel Pressures Drive Optimized Merchandizing,” Gartner, Inc., December 6, 2011 5 The New Digital Divide: www.deloitte.com/us/DigitalInfluence 6 How One Second Could Cost Amazon $1.6 Billion In Sales – Fast Company, March 15th, 2012 7 WebPro News: Twitter, Facebook Becoming Popular Tools for Customer Service May 2012

Sources


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