Allan Davies, The Rise of the Omni-Shopper, Symphony EYC M-Days 2013 Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

1. Allan Davies
Chief Marketing Officer, SymphonyEYC
Retailing Insights, Innovation, and Inspiration
The Rise of the Omni-Shopper
The Rise of the Omni-Shopper
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2. The Rise of the Omni-Shopper
Disruptive Change in Shopper Behavior
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2 © Aldata Solution 2012 | Confidentiality Level
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3. Disruptive Change in Retail
Mobile Game Change, new shopping processes, new challenges & opportunities
Supply Driven Retail
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4. Disruptive Change in Retail
Mobile Game Change, new shopping processes, new challenges & opportunities
Supply Driven Retail Store Driven Retail
© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 4

5. Disruptive Change in Retail
Mobile Game Change, new shopping processes, new challenges & opportunities
Supply Driven Retail Store Driven Retail Shopper Driven Retail
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6. Disruptive Change in Retail
Mobile Game Change, new shopping processes, new challenges & opportunities
Supply Driven Retail Store Driven Retail Shopper Driven Retail
By 2014 almost every mobile phone in the
United States will be a smartphone - Bain
Online grocery will expand from $9bn
In 2011 to $17 bn in 2016, 56% of online
shoppers wil use a smartphone - IGD
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7. The Rise of the Omni-Shopper
Online, Smartphones and Social Media have created a new Shopper
Engagement
Out of Store
Engaging them via search, social, affiliates,
and clubs with high value content is key to
attraction, retention and sales growth
They demand availability commitment This is not evolution
Out of Store they expect multiple ways to access
on order with store, click & collect, information, select products compile shopping
drive in, and home delivery choices
It’s a revolution in retailing
lists, place orders, and arrange pick up/delivery
Shoppers are now deeply influenced by
digital content and services on why
what, where, and how they buy goods
In Store they want product and location
information, navigation aids, non-stocked
Fulfillment ordering, and relevant promotions
In Store
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8. Omni-Shopper Online
Engage, Develop, & Retain Shoppers before the store
Engage Shoppers Develop & Retain
SEO/Google ads Targeted promotions
Affiliates & Social Recognition & rewards
Virtual Stores Response & innovation
Enrich the Experience
Web clubs & stores
Recipes, diets, health
Shopping list manager
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9. Omni-Shopper In Store
Assist, inform, guide, promote - before the checkout
Shopper Recognition
Welcome to store
Offers/coupons
VIP services
Shopper Feedback
Paths & hot spots
Out of stock alerts
Promotions click thru
Information & Promotion
Category promotions
Shopper Navigation Availability/order
Shopping Lists Mobile, kiosk, wall
Product location
Route promotions
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10. Omni-Shopper Merchandising
Understand behavior, build assortments, execute across channels
Behavior Analysis
Market, stores, & shopper data
Loyalty feedback, crowdsourcing Channel Execution
Analysis & segmentation Best execution across omni channels
Product, channel, behavior based
Supplier/Retailer joint initiatives
Offer Generation
Products, price, places
Sales & margin modeling
Store, shelf, channel plans
Omni-channel demand analysis
Highly relevant assortments
Execution on shelf & on line
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11. Omni-Shopper Fulfillment
Commit to availability & order with delivery choice
Order Commitment
Real Time Availability Order status at any time
Receive exactly what you ordered Picking, packing, moving, ready
Omni-forecasting & replenishment Reminder & change alerts
Omni-supply chain optimization
What you want
When you want it
Where you want it
Collection Choice
Where, when and how you want
Store/depot pick up, click n collect, drive in
Home delivery with order tracking
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12. Omni-Shopper Management
The Core of Omni-Retailing – Insights, Innovation, Inspiration
Aldata
Omni-Shopper
Know your Shoppers
Omni-Shopper Single up to date information source
Management Across channels, products, communications
Register
By their spend, visits, profile, behavior, location
Purchases
Profile
Interactions
Points
Demographics
Purchases
One Shopper information backbone for:
Preferences Omni-Shopper Marketing
Personal Profiles
Omni behavior Omni-Shopper Promotions
Points/coupons
Segmentation
Preferences Omni-Shopper Information Services
Location Omni-Shopper Demand Driven Assortment
Response
Segments Omni-Shopper Demand Driven Forecast
Social groups Omni-Shopper Fulfillment Choice
Individuals
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13. Allan Davies
Chief Marketing Officer, SymphonyEYC
The Rise of the Omni-Shopper
The Rise of the Omni-Shopper
© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 13