Rest assured, the last decade wasn’t a wasted effort. Your multi-channel presence is the foundation for building a comprehensive, customer-centric, brand & technology strategy. Join Karim Hemani, former eCommerce & Channel Integration executive at Sears Canada, as he shares his perspectives on how to construct and execute an outcome-driven Omni-channel Strategy. - What’s the difference between Omni- and Multi- Channel? - The challenges aren’t unique, but the solutions can be - Defining outcomes vs. outputs in your media strategy - If content is the heart, IT is the backbone - The role of Chief Omnichannel Officer

1. omni-­‐channel
outcomes,
mul0-­‐channel
outputs.
let’s
talk
karim
hemani
omni-­‐channel
consultant
/
former
AVP,
channel
integra0on
&
eComm
ops
at
Sears
Canada
ideas.hemani.ca!

2. defining omni-channel

3. search term:
“omni-channel”
search term:
“multi-channel”
Source:
Tagxedo.com

4. omnichannel
a channel agnostic, unified and
seamless customer experience that
delivers on a single brand strategy
and is built on a strong IT
backbone and exceptional product
content.

5. WTF? (why the fuss?)

6. Macy’s announces
appointment of
Chief Omnichannel
Officer, Robert B.
Harrison, Jan 28, 2013

7. Page 1 of annual
report:
Omnichannel , first
sentence of first
three paragraphs.

8. Page 2 of annual
report:
Omnichannel ,
mentioned 6 more
times.
Mentioned 21 more
times in the rest of
the 2012 annual
report.

9. what about...
% of online orders picked up in store:
Best Buy (US), > 40%; Ace Hardware
(US), 83% sales; Argos (UK), 72%
sales; WalMart (US), > 50%1
eCommerce as % of total retail (US) in 2011: 6.6%2
online influenced retail sales
as % of total retail (US) in
2011: 41% 3
fact check
...Amazon prime? ...Bufferbox?
...Walmart / Macy’s store fulfillment?
Sources (all eMarketer):
(1) Home Retail Group, "Annual Report and Financial Statements 2012" with eMarketer calculations; eMarketer interviews with Ace Hardware, Best Buy and Wal-Mart, June 5, 2012
(2) US Department of Commerce, Feb 2012; eMarketer calculations, March 2012. Note: excludes auto dealers, gas stations, fuel dealers, travel and event tickets
(3) Forrester Research, "Web-Influenced Retail Sales Forecast" as cited by JP Morgan, July 13, 2011

10. challenges
ROI?
cross-channel pricing
inventory
logistics
“traditional”
customers
forecasting
budget
onboarding
“omni” culture
costly IT
insights & action
geography
returns
handlingpaper program
break-even sales
localization
localization
value prop
“likes” don’t pay the bills
content

11. a helpful framework

12. informa0on
technology
human
resources
procurement
‘traditional’ value chain
produc0on
inbound
logis0cs
outbound
logis0cs
marke0ng
/
sales
service

13. TM

14. VS.
Outcomes
Sales Marketing Insights
Virtual B&M Virtual B&M Virtual B&M
Outputs
Social Media
✓ ✗ ✓ ✓ ✗ ✗ -
Flyer Program
- - ✗ ✓ ✗ ✗ ✗
Affiliate Mktg
✓ ✓ ✗ ✗ ✗ ✗ ✗
Online Shop
✓ ✓ ✓ ✓ ✓ ✓ ✓✓
Mobile App
✓ ✗ ✗ ✗ ✗ ✗ ✗
Email Marketing
✓ - ✓ ✗ ✗ ✗ ✗
In-store Kiosk
✓ ✗ ✗ ✗ ✗ ✗ ✗
POS
✗ ✓ ✗ ✗ ✗ ✗ ✗
Logistics
✗ ✓ - - - - -
✓ ✓ ✗ ✗ ✗ ✗

16. takeaway-and-do’s…
ü locate creative, techie, analytical, problem solving types. lock
them down. this is your new omnichannel team.
– team task 1: design omnichannel experiences for all channels.
ü what’s your content strategy? if you don’t have one, start
thinking about it. look at process improvement first –
there’s a lot there.
ü changing culture isn’t easy. create a role, C(Om)O. they’re
now responsible for all of the above. they will work closely
with the CMO and the CIO to make the customer machine
come to life.
ü turn up social listening. leverage multi-channel touch points
to learn about customers and adjust your all-channel
strategy accordingly.

17. ideas.hemani.ca!