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Multi-Channel Retailing:
Leveraging Multi-Channel Assets
© 2007 Charteris plc 24 September 20081
Martin Chitty | Imtiaz Kaderbhoy | Andrew McMillan |
Charteris plc, 39-40 Bartholomew Close, London EC1A 7JNTel: 020 7600 9199 Mob: 07815 541 698
Rizwan Tayabali | Jeremy Labram
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Charteris = Business & IT Consultancy
Key Focus =
Customer Centric Multi-Channel Retailing
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Agenda
Overview
3 Critical Challenges for Retailers
Learnings from Charteris’ Multi-Channel Retailing Survey
Focus Sessions
© 2007 Charteris plc© 2007 Charteris plc 24 September 20083
Focus Sessions
1.Changing to a Cross Channel Culture
2.Doing more with Existing Assets
3.Linking Assets Together
Summation
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What’s happening in the market?What’s happening in the market?
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3 Critical Challenges3 Critical Challenges
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1. Channel Convergence
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Seamless customer-facing culture, brand
and service across channels...
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... build loyalty through compelling
cross-channel experiences
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2. Social Consumer Behaviour
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Maximise your engagement channels...Maximise your engagement channels...
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... leverage social media and the web... leverage social media and the web
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Innovate through “Low cost / High benefit”
multi-channel customer propositions...
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...link up existing assets to create
new value-add services
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We see an underlying theme...We see an underlying theme...
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“Leveraging existing assets”“Leveraging existing assets”
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Existing Assets =
People | Channels | Process | Technology
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Gain
Competitive Advantage
Improve
Customer Service
Increase Sales
Revenue
Gain Market
Share
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= Customer Centricity= Customer Centricity
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...easier said than done...easier said than done
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Retailers currently face a lot of challengesRetailers currently face a lot of challenges
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Lowest Scores
Responding to Customer
Needs
Improving Customer
Experience
Cross-Channel Culture
2. Doing more with
existing assets
1.
Changing Scores
Leveraging Existing Systems
Integrating Existing Systems
Shifting from Product to Customer Centricity
3. Linking assets together
Changing
Culture
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Changing CultureChanging Culture
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3 Key Differentiators
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Culture can be more powerful than colour!
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What are the benefits of a
cross-channel culture?...
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Channel Convergence
...loyalty through seamless multi-channel ...loyalty through seamless multi-channel
experiences
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Doing more with existing assetsDoing more with existing assets
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Social consumer behaviour
Leveraging Social Media and the Web
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Did you know?...Did you know?...
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UK
17.1m
Adults
Only
This isn’t a youth thing
Image Source : Universal McCann Wave 3
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Did you also know?...Did you also know?...
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We’re already moving past Web 2.0?
Image Source : http://thepaisano.wordpress.com/2008/03/08/web-20-vs-web-30/
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Back to Basics...
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Web 1.0 vs Web 2.0Web 1.0 vs Web 2.0
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Company to Consumer: Shut up and ListenCompany to Consumer: Shut up and Listen
Image Source: BK Group
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Web 2.0
We’re in a 2-Way conversation
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The Web as a Conversation Platform
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They’re talking about...
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The consumer conversation is underpinned
by Social Media
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What can it do for your business?What can it do for your business?
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How do you leverage it?How do you leverage it?
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Leveraging Social Media is about getting
your consumers do your marketing for you
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Some easy strategic decisions...Some easy strategic decisions...
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Pick your dissemination channelsPick your dissemination channels
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Maybe a bit of technologyMaybe a bit of technology
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Some relevant human resourceSome relevant human resource
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And lots of inter-personal engagement!And lots of inter-personal engagement!
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Linking Assets TogetherLinking Assets Together
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The Credit Crunch
Joining up existing assets to create
new compelling services
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Making 50 lbs do the job of 400 lbs
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Existing Assets =
People | Channel | Process | Technology
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Call centre
� Making things happen
Expensive shops
� Spare space
Web channel
� Small T/O, but
Take stock of your assets
happen for customers
� Trying to get the channels to coll-aborate
� Spare space
� Get it now
� Dealing with other people’s dirty washing
� Staff churn
� Small T/O, but
� Exciting YoY
� Masses of content
� All pervasive –extends reach
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Single view of the customer - Oh really?
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One stock file - Oh really?
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Some ideas for linking assets... Some ideas for linking assets...
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Multiple Channels to Multi-Channel
spend 50% or more
�Return product to store irrespective
of channel chosen
�Notification of delivery delays – via
mobile or email or phone
�Research in store
70%
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Who owns the sale?
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Making it happen...Making it happen...
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Some underpinning integration of
process and technology...
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...and lots of Customer Centricity including
the “Voice of the Customer”
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How can we help?How can we help?
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1. Start moving towards a
Cross-Channel Culture
2. Do more with your existing assets2. Do more with your existing assets
3. Look for opportunities to link your assets
together to create new propositions
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Leverage your multi-channel assets!Leverage your multi-channel assets!
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Thank-YouThank-You
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The essential bridge between business and technology
ARC Retail Presentation
© 2007 Charteris plc© 2007 Charteris plc 24 September 200880
M. Chitty | I. Kaderbhoy | A. McMillan| R. Tayabali | J. Labram
Call any of us on +44 (0) 207-600-9199Email us at [email protected]
Visit our Website @ www.charteris.comDownload this @ www.slideshare.net/charterisplc
Charteris plc, 39-40 Bartholomew Close, London EC1A 7JNTel: 020 7600 9199 Mob: 07815 541 698