Il Digital porta traffico allo Store

Il Digital porta traffico allo Store I nuovi concept OmniCanale tra Touchpoint e Contenuti Gianmarco Loreti Max Cremonini

Where Retailers have to put the effort the most to improve the Customer Experience The companies need to transform their business in order to continuously attract and engage customers seamlessly across channels Accenture Research Seamless Retail Survey 2016 on 10.000 customers in 13 countries presents interesting results: in order to deliver a consistent customer experience, Retailers have to focus their effort in Copyright 2016 Accenture. All rights reserved. 2

Omni-Channel Store Experience Value proposition The companies need to transform their business in order to continuously attract and engage customers seamlessly across channels. The stores represent the real touch points with the customers, where the sales assistant has the possibility to gather customer satisfaction and realize their needs Accenture expertise in store operations helps their clients to transform the stores and make fit the seamless customer experience throughout an end-to-end transformation program, where digital technology is an integrated part of the personalized interaction between customers and sales assistant End-to-End Store Trasformation Omni Channel & Customer Experience Store technology enablers Omni Channel Strategy Attract Engage Select & Buy Monitor Op Support Define the in store digital strategy for the sales operation taking into account the digital initiatives on the other channels, aiming to create seamless experience across channels Let the customer information available in store in order to let the sales assistant increasing the conversion rate proposing the proper recommendation Increase brand and products awareness Enable customer attraction to experience the store Improve customer engagement in store providing personalized services Enhance sales effectiveness allowing cross/ upselling through ad hoc recommendation to customers Monitor customer behavior in order to understand his needs and improve his experience Track and analyze products attractiveness Enable tools to support operational activities in the store backend and front end Copyright 2016 Accenture. All rights reserved. 18

Omni-Channel Store Experience Store Technology Enablers - Overview Reserve/ Pay & Collect Inventory Management Interactive Fitting Room In-store Traffic Brand Exciting Attention Analyzer Customer Flow Management Digital Signage Cash Management Store Transactions Clienteling Proximity Marketing Customer App Attract Engage Select & Buy Self Check out Monitor Vending Machine Op Support Guided Selling Emotional Track Special Welcome POS/ Mobile POS Copyright 2016 Accenture. All rights reserved. 19

Omni-Channel Store Experience Attract Proximity Marketing Digital Signage Communicate directly to customers on their mobile via ibeacon as they enter sensitive areas, providing tailored information (product info, advert, promotions, news, ) Multimedia concept that combines a traditional mirror with digital technology to display information on the reflecting surface Attract Engage Customer App The App allows the customer booking an appointment with his preferred sales assistant, massaging him through dedicated live chat. The customer has the possibility to be informed on store events, consults the store stock and marks favorite products which will automatically be visible to sales assistant clienteling app Select & Buy Monitor Op Support Special Welcome Instant welcome message to the customer when is approaching the store. In the meanwhile, the sales assistant gets immediate notification on its clienteling app Copyright 2016 Accenture. All rights reserved. 20

Omni-Channel Store Experience Engage Clienteling Brand Exciting Serve clients during the experience in store, providing them a personalized shopping support. Sales assistant consults customer s data, order history and preferences providing tailored services and perform cross/up-selling Customer Flow Management Manage the customer queue in store letting the customer booking services through app or on in store queuing systems. According to the notification mode selected by the customer, he will be notified and will have the possibility to postpone the appointment simply sending an sms or using the App Attract Engage Select & Buy Monitor Op Support Inform the customer displaying multimedia product information on dedicated screens, enabled by interactive shelfs that recognize what product has been pointed at or pickedup Interactive Fitting Room Enhance the fitting room experience, allowing the customer to virtually try on clothes, displaying relevant information and product suggestions and interact with sales assistant Guided Selling Allow the customer to self browse digital product catalogue at the store, creating personalized product combinations with a simple drag & drop Copyright 2016 Accenture. All rights reserved. 21

Omni-Channel Store Experience Select & Buy POS / Mobile POS Self Check-Out Enhance the sales assistant effectiveness with the concept of hybrid mobility: classic POS workstations can be used at the same time as mobile devices throughout the store Improve the checkout experience in store providing shoppers with a more flexible and efficient way to scan, pack, and pay for items leveraging on RFID tags or cart 3D scan Attract Engage Reserve / Pay & Collect Let the customers reserve products on the ecommerce selecting the preferred store as pick-up point and proceed with direct instore payment, or directly buy online and pick up in store Select & Buy Monitor Op Support Vending Machine Advanced vending machines allow retailers to setup an automated store both inside or outside the usual boutique borders Copyright 2016 Accenture. All rights reserved. 22

Omni-Channel Store Experience Monitor Store Transactions Emotional Track Get real-time access to all store transaction data, gaining insights of business and customer behavior and needs Attract Provide analytics insights tracking customer s faces (age, gender, ethnicity of audience) through high resolution or wide dynamic range cameras and/or optical sensors, placed inside the shelves or behind a digital screen Engage In-store Traffic Provide data throughout the store traffic (via traffic counter, ibeacon,..), generating insights on shopper behavior throughout the store, enhancing conversion rates and average transaction value Select & Buy Monitor Op Support Attention Analyzer Provide analytics insights tracking eye movement technology placed inside the shelves, the store windows or behind a digital screen Copyright 2016 Accenture. All rights reserved. 23

Omni-Channel Store Experience Operational Support Inventory Management Mobile device available in the front-end is reused in the back office department combined with other support hardware in order to manage stock receiving, item transfers and inventory activities Cash Management Money counter and cash safer technologies available in the back store area for end of the day and reconciliation operations Attract Engage Select & Buy Monitor Op Support Copyright 2016 Accenture. All rights reserved. 24

The complexity and volume of customer touchpoints is challenging marketers on the best way to ENGAGE Oil station Library School Office Vending machine Restaurant/ Café Store window Loyalty card Store Home Sales Assistant E-mail Web Mobile Catalogue News Information Social Network Gym Newspaper Leaflet Sample Emotion Website Bluetooth Radio Parking Billboard Promotion Participation SMS/ MMS TV Socialization Networking Contact center TV/Radio advertisement Station Outdoor Kiosk TV/Radio shows Promoter Hotel Movie Videogames In the street Airport Concert Cinema Pub / Lounge Museum Theatre Environment Purpose Of Content Media Copyright 2016 Accenture. All rights reserved. 30

In the new digital ecosystem our contents must be made for success, in and outside the company Business Visibility Usability Multichannel Re-use Global Market Re-use Syndication Asset Access Integration What visibility do business stakeholders have for actionable insight? How does your content score for usability? How often is core content reused cross channel? How often are content assets reused across markets? How accurate and streamlined is the syndication process? How easy is it to find and use content assets? How well does content integrate with data sources? Creation Standards Do creation standards consider multiuse? Operating Model Does the model adapt to flexible capacity demands? $ Production Efficiency How quickly can content be produced and at what cost? Automation How is automation used to streamline end-to-end content production? Technology Enablement Do technology platforms enable an evolved endto-end process? Measurement & Feedback How well is relevant performance data captured? Copyright 2016 Accenture. All rights reserved. 31

But how do companies create content? Brands Creative Agencies Production Layer Companies tend to work in siloed mode, where different stakeholders take care of creativity and/or production of content for the many channels. Copyright 2016 Accenture. All rights reserved. 32

What are the threats of this approach? Brands Creative Agencies Production Layer Different timings and costs for our content delivery and implementation Intense involvement of company stakeholders to monitor and control that content abides to quality and required security standards Copyright 2016 Accenture. All rights reserved. 33

What Are The Threats Of This Approach? Brands Creative Agencies Production Layer Company Dam Agency Db... Content that is created is often stored in multiple repositories thus not allowing reusability, tagging and consistent content lifecycle management. Copyright 2016 Accenture. All rights reserved. 34

Improving content creation: digital decoupling Stays the same Changes Focus of Production Services Brand Planning & Creative Strategy Creative Origination & Design Build the Asset Distribute / Publish the asset in the market Store the asset Transcreate asset in other channels and/or Markets Creative AOR Creative AOR Prod Partner Prod Partner Prod Partner Prod Partner Decoupling does not change the daily job of marketing but set these people free of delivery and implementation problems. Production is in the hand of a single, trained and trustful partner Copyright 2016 Accenture. All rights reserved. 35

Improving content creation: digital decoupling Production Layer From a fragemented scenario, where production is in the hands of many different partners, to a simplified model where production is shared among the many brands/agencies as a central service able to abide to IT and marketing requirements in terms of timing, quality and security. Copyright 2016 Accenture. All rights reserved. 36

CRM DMP PLATFORM Improving content creation: digital decoupling Production Layer Analytics Company Dam In addition to that, by working at scale, a single production partner can manage and feed a single DAM making it work with analytics, CRM and DMP platforms to deliver the most personalized experience on the many different channels Copyright 2016 Accenture. All rights reserved. 37

CRM DMP PLATFORM Digital decoupling: optimizing for all content distribution Production Layer Analytics Company Dam Digital Signage Campaigns POS materials Websites Apps Copyright 2016 Accenture. All rights reserved. 38

A MIXTURE OF DELIVERY AND CREATIVE SKILLS Digital Project Managers Production Layer In order for this model to work, a layer of agency experienced project managers usually work at clients offices to gather information and requirement and translate them into Gantt charts for the production layer. They also make sure production meets deadlines and expected quality. Copyright 2016 Accenture. All rights reserved. 39