Retail strategy for ecommerce
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The Key to omnichannel success - deliver right data to right customer thanks of FACT-Finder solution. The customers don’t want to be forced to choose between online and offline anymore!
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Retail strategy for ecommerce
- 1. The Key to Omnichannel Success Delivering the right data to the right customer retail & e-commerce Justyna Skorupska Managing Director FACT-Finder Polska
- 2. Customer in the center point of attention The customers don’t want to be forced to choose between online and offline
- 3. European e-commerce Constance growth 3
- 4. Each of retailers has its own OMNI-CHANNEL STRATEGY but similar interests drive them to FACT-Finder.
- 5. The Strategic questions for retailers in 2014 (1) Innovative and simple shopping experience (2) Connect online and offline channels (3) Implement ROPO Strategy (4) Create outstanding online experience (5) Leverage existing technologies 5 Main goal: Create a perfect customer experience based on data.
- 6. Build innovative shopping experience We make data from multiple sources accessible and drive product presentation by smart business rules in all sales channels.
- 7. Centralised and integrated information systems drive the customer experience FACT-Finder delivers the right message for the right action in the right channel Discover all information in all channels
- 8. Win customer insights through analysis Log-File Analysis Detail Sites Analysis 8
- 11. Seduce and inspire in Sales Process 12 Brands, special offers or best sellers should be highlighted on a prominent position.
- 12. Seduce and inspire in Sales Process 13 Brands, special offers, best sellers or advisory campaigns should be highlighted on a prominent position.
- 13. Scenarios from Europe‘s leading retailers 1. Content delivery: From search to a local store 2. Local availability: Relevant results for the shops nearby 3. Seduce and inspire: Merchandising and promotion 4. Gaining insights: From data to analysis and optimisation
- 14. When INSTORE-PICKUP really makes sense 15 40 kilos – 5 Euro: You don‘t want to send such a product
- 15. OMNI-CHANNEL TOUCHPOINTS IN-STORE In order to sell products already sold-out in bricks and mortar, Sportcheck works with an iPad at the POS. +60%in-store orders Key Benefits: 60% more in-store orders Increase average basket volume instore through online sales Increased profitability Higher brand loyalty
- 16. MULTICHANNEL TOUCHPOINTS WEB Provide integrated online shopping experience (RoPo) to drive online sales and in-store sales and enhance customer convenience +30%revenue Key Benefits: 70% of online orders are picked up in the store Cross-selling: 1/3 of these customers buy additional merchandise when they pick up their orders 3-fold increase in basket increased profitability enhanced customer brand loyalty
- 17. THANK YOU FOR FOR YOUR ATTENTION Justyna Skorupska @justyna.skorupska www.fact-finder.pl
Notes de l'éditeur
- We have great examples from clients and scenarios for creating outstanding customer experience At the core of everything we do is solid data
- 300 integrations + the data from our SaaS clients Erfahrung aus vielen Projekten und Anforderungen dank vieler Integrationen weltweit und mithilfe des Zugriffs auf Logfiles gelingt ein tiefer Einblick, wie Kunden agieren.
- Strategic questions in detail. When we talk to customers we relize 6 core strategic questions Learnings so far: Data, Data, Data! Different data sources / silos and different POS stores. Your customer does not give a damn about the channel. He wants to buy and if you don‘t offer a seamless customer journey the competitor wins him over. -- How can we provide a simple and innovative shopping experience for our customers so they prefer our shop instead of our competitors? (pure player)? How do we connect online and offline sales channels through technology and data? How can we bring online visitors to our local stores (ROPO-Strategies)? How can we display our services and content so that customers have a strong online experience? How to capitalize on our investments in content and merchandising technology in our digital channels? How do we increase the conversion rate in our online channels?
- Nutzen Sie Web und Logfile Analyse nicht nur für Zahlenreports, sondern auch um zu sehen, welche Produkte und Marken gesucht werden und welche nicht – Hinweis auf Sortimentslücken!
- This is a very subtle way of seducing the customer. You don‘t distract, you offer an alternative based on your own business rules like margin, brand … Positivbeispiel: Produktplacement + Hinweis auf Sonderaktion -> digitaler Kundenstopper Example- Conrad.com
- Positivbeispiel: Produktplacement + Hinweis auf Sonderaktion -> digitaler Kundenstopper
- This is a very subtle way of seducing the customer. You don‘t distract, you offer an alternative based on your own business rules like margin, brand … Positivbeispiel: Produktplacement + Hinweis auf Sonderaktion -> digitaler Kundenstopper Daniel Jouvance. When you type in creme, you get an advisory campaign which help the customers in choosing product which meets individual expectations
- Advanced Technology (in-house development) unique error tolerant search, out-of-the-box solution, self-learning and independent of language Complete Solution (feature richness) search & navigation, seo, rec-engine, merchandising, data quality and 3rd party connectors High Business Impact (traceable) higher conversion rates, lower exit rates, low TCO (less maintenance) and more valuable traffic Future Proofed (innovative) We listen to more than 1000 online-shops everyday!!! -- 1 und 2: MediaSaturn -> über 40% bestellen online und holen in der Filiale ab! Zusatzartikel, Komfort, etc. 3. Am POS perfekt -> auch online spielen! WKZ kann auch im Shop optimiert werden. 4. Aktives Nutzen von Daten -> woher kommen meine Kunden, wer sind meine Kunden und was genau suchen sie in meinem Shop (Conrad: Filternavigation)
- Auch gibt es Produkte, die will ich gar nicht online bestellen, oder kann es nicht. ->Aber Preis und Verfügbarkeit wichtig und Möglichkeit, vor Ort reservieren zu können.
- The sports equipment retailer Sport-Scheck equips its customer advisors with tablets as key sales aids, letting them call up product details, check stock and find suitable add-on products – all in seconds! If any items are wanted but are not currently in stock, they can be searched online and then delivered to the customer’s home. This helped Sport-Scheck boost its in-store orders by 20% as well as profit from a digital warehouse expansion into the bargain: since in-store items need no longer be present in every conceivable size, the offline range can be made much more diverse. Schuhe nicht in Wuschfarbe da -> andere Farbe anprobieren -> dort bestellen und dann in der Filiale abholen oder schicken lassen -> 20% mehr Bestellungen + digitale Lagererweiterung!