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Optimizing Stores In a Mobile World

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In this webinar you will hear guest speaker Brendan Witcher, Principal Analyst with Forrester Research, discuss how retailers are embracing omnichannel, and leveraging the value of the physical store to optimize today’s digitally-influenced shopping journey. Also, RetailMeNot’s CMO, Marissa Tarleton, will reveal mobile-to-store best practices gleaned from a proprietary database of over 50k retailers.

Publié dans : Commerce de détail
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Optimizing Stores In a Mobile World

  1. 1. Brendan Witcher Principal Analyst @BrendanWitcher @Forrester Welcome! THE NEW RULES OF RETAIL: OPTIMIZING STORES IN A MOBILE WORLD Marissa Tarleton CMO, North America @MBTarleton @RetailMeNotInc F E AT U R I N G
  2. 2. Omnichannel Retailing: The Role Of The Store In A Mobile World Brendan Witcher, Principal Analyst October 18, 2016
  3. 3. © 2016 Forrester Research, Inc. Reproduction Prohibited 4
  4. 4. © 2016 Forrester Research, Inc. Reproduction Prohibited 5 Agenda ›  How The Age Of The Customer Is Driving Omnichannel ›  Omnichannel Imperatives: Optimizing Store Experiences & Fulfillment ›  Keys To Succeed In The Multichannel To Omnichannel Evolution
  5. 5. Empowered customers have given rise to a new era
  6. 6. © 2016 Forrester Research, Inc. Reproduction Prohibited 7 Empowered Customers Have Given Rise To A New Era Age of manufacturing Mass manufacturing makes industrial powerhouses successful •  Ford •  Boeing •  GE •  RCA Age of distribution Global connections and transportation systems make distribution key •  Wal-Mart •  Toyota •  P&G •  UPS Age of information Connected PCs and supply chains mean those that control information flow dominate •  Amazon •  Google •  Comcast •  Capital One Age of the customer Empowered buyers demand a new level of customer obsession •  Macy’s •  Salesforce.com •  USAA •  Amazon
  7. 7. © 2016 Forrester Research, Inc. Reproduction Prohibited 8 The past… Information Price Location
  8. 8. © 2016 Forrester Research, Inc. Reproduction Prohibited 9 Then… Information Price Location Tech
  9. 9. © 2016 Forrester Research, Inc. Reproduction Prohibited 10 Today… Information Price Location Tech
  10. 10. By 2019 there will be ~3.5 billion smartphones in the world Source: Global Business And Consumer Tablet Forecast Update, 2013 To 2017
  11. 11. © 2016 Forrester Research, Inc. Reproduction Prohibited 12 Shoppers Use Smartphones And Tablets For Shopping Equally And Frequently
  12. 12. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 By 2020, mobile phone and tablet commerce will exceed 48% of online retail sales
  13. 13. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 Welcome to the Mobile Mind Shift The expectation that I can get what I want in my immediate context and moment of need.
  14. 14. © 2016 Forrester Research, Inc. Reproduction Prohibited 15 US retail s ales ($ billions) $376 $415 $452 $488 $523 $1,290 $1,366 $1,445 $1,530 $1,618 $1,706 $1,710 $1,715 $1,721 $1,728 2016 2017 2018 2019 2020 Online sales Web-­‐influenced offline sales Offline sales 49% 51% 53% 54% 55% In 2016, 49% of all US retail sales will either be influenced by or occur online… Source: Forrester Research Web-Influenced Retail Sales Forecast, 2015 To 2020 (US) $3.4T Web-impacted sales CAGR 2015-2020: 6.6%
  15. 15. Sales and conversion do not reflect the value of most online/mobile touchpoints
  16. 16. Companies today must stop asking “What do we want to do?”… and start asking “what does our customer want to experience?”
  17. 17. Every time a customer is exposed to an improved shopping experience, their shopping expectations are reset to a new higher level
  18. 18. © 2016 Forrester Research, Inc. Reproduction Prohibited 19 Base: 4,485 US online adults (ages 18 and older); Source: Forrester’s North American Consumer Technographics® Customer Life Cycle Survey 2, 2015 Experience is a significant factor in every online shopper’s journey 68% “I am unlikely to return to a website that does not provide a satisfactory customer experience.”
  19. 19. In this new omnichannel world, the roles of digital channels and stores must change
  20. 20. © 2016 Forrester Research, Inc. Reproduction Prohibited 21 Agenda ›  How The Age Of The Customer Is Driving Omnichannel ›  Omnichannel Imperatives: Optimizing Store Experiences & Fulfillment ›  Keys To Succeed In The Multichannel To Omnichannel Evolution
  21. 21. © 2016 Forrester Research, Inc. Reproduction Prohibited 22 “The coordination of traditional marketing channels, selling channels, fulfillment channels, and supporting systems to create a seamless and consistent customer experience.” Omnichannel Retailing
  22. 22. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 Source: April 16, 2014 “Understand The Digital Business Landscape” Forrester report Iterate and innovate to maintain mastery
  23. 23. © 2016 Forrester Research, Inc. Reproduction Prohibited 24 “The [coordination] of traditional marketing channels, selling channels, fulfillment channels and supporting systems to create a [seamless and consistent customer experience].” Omnichannel Retailing
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 25 Seamless, consistent customer experiences in engagement and fulfillment The Goal
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Great omnichannel experiences require understanding of omnichannel customers
  26. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 Today’s omnichannel customers are looking for brands to understand them…
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 Customers must receive value in exchange for their personal information Customer Data Shopping Value
  28. 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 29 Nordstrom puts the customer in control of the marketing experience Online…
  29. 29. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 Nordstrom puts the customer in control of the marketing experience
  30. 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 31 Sephora captures in-store engagement through digital, personal experiences In Store…
  31. 31. © 2016 Forrester Research, Inc. Reproduction Prohibited 32 Sephora captures in-store engagement through digital, personal experiences
  32. 32. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 Neiman Marcus utilizes app engagement to personalize customer experiences On mobile and apps…
  33. 33. © 2016 Forrester Research, Inc. Reproduction Prohibited 34 Neiman Marcus utilizes app engagement to personalize customer experiences
  34. 34. © 2016 Forrester Research, Inc. Reproduction Prohibited 35 GS Shop targets online customers through beacons in high-traffic public locations Really everywhere.
  35. 35. © 2016 Forrester Research, Inc. Reproduction Prohibited 36 GS Shop targets online customers through beacons in high-traffic public locations
  36. 36. © 2016 Forrester Research, Inc. Reproduction Prohibited 37 Investing in channel coordination that aligns with customer expectations The Path
  37. 37. © 2016 Forrester Research, Inc. Reproduction Prohibited 38 Omnichannel Engagement
  38. 38. © 2016 Forrester Research, Inc. Reproduction Prohibited 39 Experience = Top Business Priority Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2015
  39. 39. © 2016 Forrester Research, Inc. Reproduction Prohibited 40 Starbucks leverages app data to deliver rich, relevant experiences everywhere
  40. 40. © 2016 Forrester Research, Inc. Reproduction Prohibited 41 Nordstrom and Shoes of Prey enhance the in-store experience with mobile devices.
  41. 41. © 2016 Forrester Research, Inc. Reproduction Prohibited 42 Kohl’s: incentivizes customers at the beginning of the in-store journey
  42. 42. © 2016 Forrester Research, Inc. Reproduction Prohibited 43 Kohl’s: reminds customers throughout the store experience
  43. 43. © 2016 Forrester Research, Inc. Reproduction Prohibited 44 Kohl’s: creates a great in-store branded experience that matches the store theme
  44. 44. © 2016 Forrester Research, Inc. Reproduction Prohibited 45 Kohl’s: still has challenges like other retailers in execution at the store level
  45. 45. © 2016 Forrester Research, Inc. Reproduction Prohibited 46 Mobile Websites Contact Centers Stores Flash Sales Mail Order eComm DCs Drop Ship Outlets Stores Pop Ups Remote Pickup Fulfillment Channels Purchase Channels Omnichannel Fulfillment Customer
  46. 46. © 2016 Forrester Research, Inc. Reproduction Prohibited 47 Why are today’s retailers implementing omnichannel initiatives?
  47. 47. © 2016 Forrester Research, Inc. Reproduction Prohibited 48 Why are today’s retailers implementing omnichannel initiatives? •  Customers are rapidly adopting services
  48. 48. © 2016 Forrester Research, Inc. Reproduction Prohibited 49 14% of US shoppers use in-store pickup all or most of the time when it is available Another 26 % use it sometimes
  49. 49. © 2016 Forrester Research, Inc. Reproduction Prohibited 50 Why are today’s retailers implementing omnichannel initiatives? •  Customers are rapidly adopting services •  More retailers are offering these services
  50. 50. © 2016 Forrester Research, Inc. Reproduction Prohibited 51 Investments in omnichannel are tripling Source: Forrester’s Global eBusiness and Channel Strategy Professional Online Survey, Q4 2015
  51. 51. © 2016 Forrester Research, Inc. Reproduction Prohibited 52 Why are today’s retailers implementing omnichannel initiatives? •  Customers are rapidly adopting services •  More retailers are offering these services •  Retailer with mature programs are expanding services as they realize benefits
  52. 52. © 2016 Forrester Research, Inc. Reproduction Prohibited 54 Agenda ›  How The Age Of The Customer Is Driving Omnichannel ›  Omnichannel Imperatives: Optimizing Store Experiences & Fulfillment ›  Keys To Succeed In The Multichannel To Omnichannel Evolution
  53. 53. © 2016 Forrester Research, Inc. Reproduction Prohibited 55 Traditional omnichannel… Fulfillment
  54. 54. © 2016 Forrester Research, Inc. Reproduction Prohibited 56 Today’s omnichannel… Fulfillment Engagement
  55. 55. © 2016 Forrester Research, Inc. Reproduction Prohibited 57 Omnichannel capabilities provide new opportunities to create unique value
  56. 56. © 2016 Forrester Research, Inc. Reproduction Prohibited 58 Recommendations
  57. 57. © 2016 Forrester Research, Inc. Reproduction Prohibited 59 Recommendations 1.  Identify the digital gaps in your company’s ability to deliver seamless, channel-less customer experiences.
  58. 58. © 2016 Forrester Research, Inc. Reproduction Prohibited 60 Recommendations 1.  Identify the digital gaps in your company’s ability to deliver seamless, channel-less customer experiences. 2.  Take off your departmental blinders and consider every part of the customer journey (mobile, store web).
  59. 59. © 2016 Forrester Research, Inc. Reproduction Prohibited 61 Recommendations 1.  Identify the digital gaps in your company’s ability to deliver seamless, channel-less customer experiences. 2.  Take off your departmental blinders and consider every part of the customer journey (mobile, store web). 3.  Review each digital touchpoint and its ability both use and collect customer data.
  60. 60. © 2016 Forrester Research, Inc. Reproduction Prohibited 62 Recommendations 1.  Identify the digital gaps in your company’s ability to deliver seamless, channel-less customer experiences. 2.  Take off your departmental blinders and consider every part of the customer journey (mobile, store web). 3.  Review each digital touchpoint and its ability both use and collect customer data. 4.  Assess your ability to create customer experiences that are personal and contextually relevant.
  61. 61. © 2016 Forrester Research, Inc. Reproduction Prohibited 63 Recommendations 1.  Identify the digital gaps in your company’s ability to deliver seamless, channel-less customer experiences. 2.  Take off your departmental blinders and consider every part of the customer journey (mobile, store web). 3.  Review each digital touchpoint and its ability both use and collect customer data. 4.  Assess your ability to create customer experiences that are personal and contextually relevant. 5.  Don’t go it alone! Find strong digital partnerships.
  62. 62. Virgin Media rewards employees based on Net Promoter Score (NPS) improvements MEASURE SUCCESS!
  63. 63. forrester.com Thank you Brendan Witcher bwitcher@forrester.com @BrendanWitcher
  64. 64. Marissa Tarleton, CMO, North America @MBTarleton @RetailMeNotInc
  65. 65. Retail Marketers Are Facing New Challenges •  Mobile has changed the landscape and is influencing in-store purchases •  The customer journey is complex •  The consumer is in control and expectations are high
  66. 66. The New Consumer Journey 1,044 DIGITAL TOUCHPOINTS* Source: Google/Luth Research, “Mobile’s Growing Role in a Shopper’s Purchase Decision,” July 2016. *Touchpoints = searches, website visits, video views, clicks 54% DESKTOP 46% MOBILE MEET LEENA MEET SAM 79% DESKTOP 21% MOBILE 600 DIGITAL TOUCHPOINTS* 11% DESKTOP 89% MOBILE MEET KATE 947 DIGITAL TOUCHPOINTS*
  67. 67. RESEARCH BROWSE RETARGETING PURCHASE ABANDONABANDON 83% Begin journey on mobile 90%
 of purchases are still made in a store Engaging Across Your Customer’s Micromoments Sources: (from left to right): Think with Google, ATKearney.
  68. 68. Three Ways Retailers Can Win in
 Engaging Customers in Micromoments Discover & Anticipate Personalize the Experience Utilize Location- based Marketing
  69. 69. USE DATA TO DISCOVER CONSUMER TRENDS WHEN, WHAT, WHERE Discover and Anticipate Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 71
  70. 70. NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 26 27 28 29 30 DECEMBER 1 2 10 4 5 6 7 8 9 4 11 12 13 14 15 7 2 3 8 9 21 22 6 24 25 5 27 28 29 30 31 Use Data to Discover Trends Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 72
  71. 71. NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 26 27 28 29 30 DECEMBER 1 2 10 4 5 6 7 8 9 4 11 12 13 14 15 7 2 3 8 9 21 22 6 24 25 5 27 28 29 30 31 NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 DECEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 DECEMBER 1 2 3 4 5 10 9 8 9 10 11 4 7 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 8 2 26 3 1 6 30 Use Data to Discover Trends Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 73
  72. 72. NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 26 27 28 29 30 DECEMBER 1 2 10 4 5 6 7 8 9 4 11 12 13 14 15 7 2 3 8 9 21 22 6 24 25 5 27 28 29 30 31 NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 DECEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Use Data to Discover Trends Food & Entertainment Travel & Auto Clothing Home & Garden Office Supplies RESEARCH & PLANNING (PRE- THANKSGIVING) Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 74
  73. 73. NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 26 27 28 29 30 DECEMBER 1 2 10 4 5 6 7 8 9 4 11 12 13 14 15 7 2 3 8 9 21 22 6 24 25 5 27 28 29 30 31 NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 DECEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Use Data to Discover Trends Food & Entertainment Travel & Auto Clothing Home & Garden Office Supplies Computers & Electronics Multi-Category Sports & Fitness Teen Clothing Toys & Kids RESEARCH & PLANNING (PRE- THANKSGIVING) DEAL SEEKING (THANKSGIVING – MID-DEC) Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 75
  74. 74. NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 26 27 28 29 30 DECEMBER 1 2 10 4 5 6 7 8 9 4 11 12 13 14 15 7 2 3 8 9 21 22 6 24 25 5 27 28 29 30 31 NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 DECEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Use Data to Discover Trends Food & Entertainment Travel & Auto Clothing Home & Garden Office Supplies Computers & Electronics Multi-Category Sports & Fitness Teen Clothing Toys & Kids Accessories Books Gifts Health & Beauty Personal Services Sports & Fitness RESEARCH & PLANNING (PRE- THANKSGIVING) DEAL SEEKING (THANKSGIVING – MID-DEC) LAST MINUTE (MID-DEC TO CHRISTMAS) Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 76
  75. 75. NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 26 27 28 29 30 DECEMBER 1 2 10 4 5 6 7 8 9 4 11 12 13 14 15 7 2 3 8 9 21 22 6 24 25 5 27 28 29 30 31 NOVEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 DECEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Use Data to Discover Trends Food & Entertainment Travel & Auto Clothing Home & Garden Office Supplies Computers & Electronics Multi-Category Sports & Fitness Teen Clothing Toys & Kids Accessories Books Gifts Health & Beauty Personal Services Sports & Fitness Food & Entertainment Health & Beauty Personal Finance RESEARCH & PLANNING (PRE- THANKSGIVING) DEAL SEEKING (THANKSGIVING – MID-DEC) LAST MINUTE (MID-DEC TO CHRISTMAS) POST HOLIDAY (AFTER CHRISTMAS) Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 77
  76. 76. 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. 78 Source: Forrester’s North American Consumer Technographics Brand Compass Survey, Q3 2015 Personalization & Scaling Data
  77. 77. Merchant Affinity Location Demographics Platform Recency How RMN uses Data to Reach the Right Audience
  78. 78. 1:1 Personalization Drives More Engagement 70% of RetailMeNot’s user base opts-in to receive Push Notifications
  79. 79. 42% of consumers feel mobile messages are not relevant 81 Source: Leverage Location-based Marketing 20X Location-based advertising provides a 20X return vs. generic banner ads
  80. 80. As of June 30, 2016 The RetailMeNot Consumer Audience is Large and Engaged 688MM+ Visits / Year 37MM+ Email Subscribers 6MM+ Push-enabled app users 18MM+ Monthly mobile unique visitors (US)
  81. 81. Thank You For Joining! QUESTIONS? hello@rmn.com To Learn More About Partnering With RetailMeNot: https://www.retailmenot.com/corp

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