Creating a truly personalized Omni-channel customer experience

1. Weaving through The Future of Retail Creating a True Omni-Channel Customer Experience

2. 1.  What is Omni Channel? 2.  Why is it important to me as a brand/retailer? 3.  How do I build an Omni-channel brand? 3 Key Questions for today

3. What is Omni-channel? https://www.youtube.com/watch?v=VsvwRfL8n04

4. What is Omni-channel? Omni-channel is a seamless unified experience across all physical and digital channels

5. The Evolution of Shopping Omni-Channel Multi-Channel Single-Channel Brands has a single touch point which customers can interact with Traditional Brick & Mortar eCommerce Pure Play Brand has multiple touch points which customers interact with independently Customer experiences a uniﬁed brand across all channels. Brand has a single customer view and is able to provide a uniﬁedand seamless experience

6. “Omni-Channel means our stores, website and mobile devices are all working in unison and seamlessly behind the scenes to the benefit of the customer What is Omni-channel?

7. Why is Omni-Channel Important? 1.  The rise of the connected consumer 2.  Omni-channel brands are more profitable

9. We live in a multi-screen world

10. Connected Consumers shop anytime, anywhere and any device

11. The new non-linear purchase journey Source: Experian Marketing Forward Blog Sep 2015 Traditional purchase funnel Customer decision journey

12. Shoppers in Asia: Preferred method of purchase Source: UPS Pulse of an online shopper 2015 65% of shoppers in Asia prefer to complete their purchases online regardless of where they researched the product (online, in- store) Remaining 35% need to touch, try and feel the product which leads them to visit/purchase in-store. Consumers who researched in store then purchase online cited better prices and ability to do additional research as top reasons for buying online But they access store information online – from directions to store hours, check inventory and even reserve products prior to their visits

13. Use of smartphone in store Source: UPS Pulse of an online shopper 2015 1.  52% of consumers compare prices on their mobile while in store 2.  34% are looking for more product details 3.  23% searched for an alternative online seller 4.  One in 5 customers have placed an order on the mobile phone while in store

14. Higher consumer expectations Connections Choice Convenience Conversation Omni-Channel Consumers expect to be able to connect to brands anytime, anywhere especially on their smartphones Endless Aisle Store based retailers must connect their virtual store shelf to create a seamless shopping experience Adapted from Retail Customer Experience: Why retailers must excel in the 4Cs instead of just the 4Ps Flexibility Convenience and flexibility of how they purchase and receive goods and services 1:1 dialogue Consumers want a conversation and to feel connected with the brand. Brands need to show that you know and value the consumer through personalized interactions and loyalty programs

16. Asia Pacific is the centre of the world retail eCommerce market 1.  E-Commerce sales in APAC will hit $877.61 billion in 2015 (35.7% increase from 2014) 2.  APAC makes up 52.52% of worldwide eCommerce sales Source: eMarketer Asia Paciﬁc is home to majority of world retail eCommerce market Dec 2015 Retail eCommerce Sales in APAC and Worldwide (eMarketer Dec 2015)

17. Asia Pacific is the centre of the world retail eCommerce market 1.  eCommerce now accounts for 10.2% of all retail sales in APAC and projected to rise steadily to 17.6% in 2018 Source: eMarketer Asia Paciﬁc is home to majority of world retail eCommerce market Dec 2015 Retail eCommerce Sales as a Percentage of Total Retail Sales in APAC and Worldwide (eMarketer Dec 2015)

18. Larger Basket Size Omni-channel shoppers spend 15-30% more than traditional shoppers Source: DHL Trend Research: Omni-Channel Logistics 2015

19. O2O plays a vital role in Omni-channel success One out of 3 online shoppers in Asia have opted to pick-up in store. 57% of them made additional purchases during these trips. Source: UPS Pulse of an online shopper 2015

20. O2O nets higher revenue Source: L2inc Omni-channel retail 2015 .95 cents -.23 cents +.18 cents $1.07 -.23 cents +.30 cents Buy Online and Return In-Store Net Sale Return Loss Additional Purchase Buy Online, Pick Up and Return In-Store Net Sale Return Loss Additional Purchase .77 cents -.23 cents eCommerce Pure Play Net Sale Return Loss

21. Personalized Experiences increases spending Omni Channel retailers who take the time to create personal messages that really resonate with individual customers will drive 23% more spending Source: Gallup State of the American Consumer

22. Visibility on inventory drives store visits 71% of customers expect to view in-store inventory online 61% of consumers are more likely to visit a retailer's store if the online store provides physical store inventory Source: Forrester, Minding the Omni-channel Commerce Gap

23. Greater ROI from higher Customer Lifetime Value Omni Channel customers have 30% higher lifetime value than single channel shoppers Source: IDC FutureScape Worldwide Retail 2015 predictons

24. Building an Omni-channel brand

25. Businessvalue Customer ExperienceTransactional Experiential Stage 1: Online Experience Stage 2: Offline Integration Stage 3: Seamless Digital / In-Store Experience Stage 4: Real-time 1:1 interactions Omni Channel Maturity Model Adapted from richrelevance: The Omni-channel Personalization Maturity Model

26. •  Individual experience on site •  Personalized recommendations, content & promotions Stage 1: Online Experience Omni Channel Maturity Model Businessvalue Customer ExperienceTransactional Experiential Adapted from richrelevance: The Omni-channel Personalization Maturity Model

27. Stage 1: Online Experience

28. •  Individual experience on site •  Personalized recommendations, content & promotions Stage 1: Online Experience •  O2O with option to collect / return in store •  Integrated rewards program Stage 2: Offline Integration Omni Channel Maturity Model Businessvalue Customer ExperienceTransactional Experiential Adapted from richrelevance: The Omni-channel Personalization Maturity Model

29. Stage 2: Offline Integration •  O2O – Pick up in store (ship to store or purchase based on available store inventory) Pick up in any one of the 40+ stores

30. Stage 2: Offline Integration •  Fairprice, the largest supermarket chain in Singapore has a Click&Collect service for online orders. •  Click&Collect is available at a nominal fee of S$3 (HK$17) instead of S$10 (HK$55) for delivery •  Number of collection points expanded from 7 to 22 locations in less than a year after launch

31. Stage 2: Offline Integration ZaloraGrana

32. •  Individual experience on site •  Personalized recommendations, content & promotions Businessvalue Customer ExperienceTransactional Experiential Stage 1: Online Experience •  O2O with option to collect / return in store •  Integrated rewards program Stage 2: Offline Integration •  Single customer view •  Personalized multi- device and channel marketing using web, mobile, POS and location based data •  In-store Digital screen, kiosk or tablet experience Stage 3: Seamless Digital / In-Store Experience Omni Channel Maturity Model Adapted from richrelevance: The Omni-channel Personalization Maturity Model

33. Stage 3: Seamless digital / in-store experience https://www.youtube.com/watch?v=-hVPjmM9iM4

34. •  Individual experience on site •  Personalized recommendations, content & promotions Stage 1: Online Experience •  O2O with option to collect / return in store •  Integrated rewards program Stage 2: Offline Integration •  Single customer view •  Personalized multi- device and channel marketing using web, mobile, POS and location based data •  In-store Digital screen, kiosk or tablet experience Stage 3: Seamless Digital / In-Store Experience Stage 4: Real-time 1:1 interactions Omni Channel Maturity Model •  Predictive and personalize catalogues and recommendations Businessvalue Customer ExperienceTransactional Experiential Adapted from richrelevance: The Omni-channel Personalization Maturity Model

35. Stage 4: Realtime 1:1 interactions https://www.youtube.com/watch?v=djOeE24UnGY

36. Omni-channel digital ecosystem Personalized Omni-channel customer experience Behavior, preferences, history, interactions Omni-channel data Omni-channel Touchpoints eCommerce Email Mobile Social Web Retail Store Call center POS Marketing Automation CRM ERP / OMS / WMS Sales Customer Centric Backoﬃce Adapted from richrelevance: Building Omni Channel

37. In Conclusion 1.  An always connected consumer requires an omni-channel brand 2.  Omni-channel brands enjoy a significant increase in sales and customer loyalty 3.  Evaluate where you are and which stage you want to get to on the Omni-channel maturity model -  What is the Omni-channel digital ecosystem you need?

38. Thank you! vincent.teo@cleargo.com @intersphere

Creating a truly personalized Omni-channel customer experience

Vincent Teo

Creating a truly personalized Omni-channel customer experience