Omnichannel isn't new. Organizations have been working on giving customers the full experience. However, not all organizations are able to provide this experience. View this presentation to learn how omnichannel offers two kinds of problems to solve - the easy wins and the big questions.

1. Ben Stewart
Omnichannel Innovation Manager
Omnichannel
experience
design

2. Ben Stewart
Omnichannel Innovation Manager
Ben Stewart is a business transformation leader with
a focus on the combination of strategy and
operations.
Ben currently leads omnichannel innovation and
customer experience programs at Patagonia, where
he is delivering enhanced shopping experiences
based on the application of data analytics and design
thinking.

3. 3
©2015QUALTRICSLLC.
Build the best product, cause no
unnecessary harm, use business to
inspire and implement solutions to
the environmental crisis

6. Why omnichannel?
©2015QUALTRICSLLC.
1. Inventory efficiency
2. Improved conversion
3. ….
Because it’s what our customers want

7. Omnichannel isn’t new to us: it’s in our DNA
©2015QUALTRICSLLC.
If you are not satisfied with one of our products
at the time you receive it, or if one of our
products does not perform to your satisfaction,
you may return it to us for a repair, replacement
or refund. Damage due to wear and tear will be
repaired at a reasonable charge.
“Few businesses have the confidence to try
to master all four business styles [i.e. MO,
ecomm, retail, wholesale], but when you do
master them, the four means of distribution
work very powerfully in concert. We consider
each to be essential to Patagonia’s
relationship with the customer.”
-Let My People Go Surfing

8. Omnichannel offers two kinds of problems to
solve
©2015QUALTRICSLLC.
The “easy” wins:
 In-store Patagonia.com returns
 Ship-from-store
 Order-from-store
 Sharing ecommerce customer
data with the store
The big questions:
 What is the role of the store?
 How do our customers move
between our channels?
 How can digital tools help our
customers?

9. Don’t reinvent the wheel (for the easy stuff)
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©2015QUALTRICSLLC.
Let someone else figure out
the answers to the easy
questions

10. Tackling the hard questions
10
©2015QUALTRICSLLC.
Source: Damien Newman’s “Design Squiggle”
Exploratory tools:
• Customer interviews
• Reading and research
• “Listening post” surveys
Deep dive tools:
• Customer interviews
• Targeted surveys
Prototype and test:
• Mockups and customer
interviews
• Web a/b tests
• Concept stores

11. Develop hypotheses – being a good listener
helps
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©2015QUALTRICSLLC.
Source: L2 Intelligence Omnichannel Retail Report; Deloitte’s “Digital Divide”
What does this
mean for us?

12. Purchase 1 Purchase 2
A little bit of knowledge can provide a lot of
clarity
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First Purchase Future Purchases
What
defines
these
customers?

13. Get outside the building: talk to customers
and find out what’s really going on
13
Why do I buy Patagonia?
The quality and multi-use nature of the
products provides me with great value;
I’ve received above average customer
service
How do I buy Patagonia?
Extensive online research followed by a
trip to the store to make sure the
product fits
George: Retail Enthusiast Nancy: Convenience-Driven Aaron: Budding Eco-Activist
Why do I buy Patagonia?
The products fit almost every part of my
life (travels, at home, working out);
wash-and-wear clothing is important to
me
How do I buy Patagonia?
When it’s convenient, I go online; I
connect with Customer Service for fit and
product recommendations
Why do I buy Patagonia?
I need items that will last during my
outdoor adventures, and am motivated
by Patagonia’s environmental mission
How do I buy Patagonia?
Recommendations, coupled with online
research, often when I have a trip
planned
 Figure out what’s happening inside the “black
box” – why are customers doing what they’re
doing?
 Sometimes a narrative is more compelling than
just the data

14. Find significance with operational data
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©2015QUALTRICSLLC.
 Surveys + interviews
tell us “why and how”
 Operational data tells
us “how much”

15. Test and learn
 How does getting a repair affect
our relationship with our
customers?
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©2015QUALTRICSLLC.
 How do customers balance
product selection vs product
availability in store?
We’ve learned a few things…
1. Customers like repairs
2. Customers are ‘pre-shopping’ online
3. One of the biggest complaints we have in our stores
is product availability

16. Tying it all together
 Omnichannel tactics are matching retail offerings to
customer expectations
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©2015QUALTRICSLLC.
 But…it’s not just about turning on a checklist of tools and
features
 Using qualitative tools can help define the right questions to
ask, and answer them too

17. Thanks