1.
Omni-channel Strategy 101
Rico Beans - MBA, CSCP

2.
Omni-channel is connected and engages consumers throughout
the purchase funnel
•Multi-Channel •Omni-Channel
All channels available to
customers but not integrated
All channels available to
customers and are connected

3.
The path to purchase has become more complex as connected
customers utilize a wide range of channels when shopping
Awareness
Learning about
product via
marketing vehicles
Research
Finding product
details in store,
online, and apps
Purchase
Completing the
purchase whether
in-store, online, or
mobile
Fulfillment
Picking up the
product in-store or
having it delivered
Loyalty
Being an advocate
for the brand by
recommending to
others

4.
Leverage the P.R.I.C.E model to assess and build your omni-channel
strategy
•Experience•Information
•Range•Price
•Convenience

5.
The opportunity to engage customers beyond brick & mortar is
prominent in several product categories
0% 5% 10% 15% 20% 25% 30% 35% 40%
Electronics & Appliances
Entertainment & Leisure
Apparel & Footwear
Consumer Healthcare
Beauty
Personal Care
Home & DIY
Grocery
Ecommerce Penetration by Category
Penetration
In consumer electronics and home appliance, ecommerce penetration
is 34% due to an increase of customers purchasing online

6.
Consider these 6 tips when building an Omni-channel strategy
Be customer centric: Personalize to
individual customers were possible.
Emphasize product data by providing
content and customer reviews.
Harness the power of data & analytics:
understand not just customer
transactions but customer interactions
such as visits to store, social media and
search
Learn to sell niche products: Leverage
online to sell niche products that are not
economical for store sales.
Integrate Channels: Carry info provided
by customers on one channel to other
channels such as abandoned carts
Establish switching costs: Establish
privileges and perks for loyal customers.
Differentiation should be based on user
experience vs. price advantage
Develop the right partnerships: Identify
the retailer that will share data and
provide resources to reach your
customers
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