1. How to Increase Omni-Channel Adoption with Associates
February 24, 2015

2. Some Housekeeping Details
The event is being
recorded
Use the Q&A
window
The Polling function
Follow the conversation on Twitter: #OmniWebinar

3. The Focus of Today
o Omni-Channel Overview
o Challenges
o The Associate
o The Toys”R”Us Story
Carol Leaman
CHIEF EXECUTIVE OFFICER
AXONIFY
Shum Attygalle
DIGITAL MARKETING MANAGER
AXONIFY

4. Brick
&
Mortar
Stores
Pop
Up
Stores
Call
Center
Website
Tablet/Mobile
Kiosks
Omni-­‐Channel
retailing
provides
a
seamless
approach
to
the
consumer
experience
through
all
available
shopping
channels
Omni-Channel

5. Brick
&
Mortar
Stores
Pop
Up
Stores
Call
Center
Website
Tablet/Mobile
Kiosks
88%
of
retailers
have
a
cross-­‐channel
strategy
in
place
or
are
planning
on
adding
one.
Omni-Channel
Source:
The
Omnichannel
Challenge:
Strategies
that
Work,
Retail
TouchPoints
Research

6. Omni-Channel Retailing Delivers
Improved
loyalty
Increased
brand
interacLons
Increased
basket
size
According
to
DeloiPe,
mulLchannel
consumers
spend
82%
more
per
transacLon
than
those
who
only
shop
in-­‐store.
Source:
Retail
TouchPoints
Research

7. Poll
In
2014,
what
%
of
US
retail
sales
were
influenced
by
digital
channels?
A. 20%
B. 25%
C. 50%
D. 70%

8. As
much
as
50%
of
US
retail
sales
are
now
influenced
by
digital,
up
from
14%
just
3
years
ago.

9. But,
what
happens
when
the
consumer
goes
into
the
store?

10. 5 Barriers to Success
Inaccurate
Inventory
Poor
System
IntegraLon
Lack
of
Employee
Enthusiasm
AcLonable
AnalyLcs
Shi^ing
Mindset
Source:
Building
Omni-­‐Channel
Retail
from
the
Back
End
Up,
Retail
TouchPoints
Research

11. Up-to-the-minute communication is critical. Consumers are far less forgiving
of customer service ignorance across channel touch points.
Omni-Channel Retailing Brings New Challenges
Want
sales
associates
to
know
stock
status
across
stores
72%
of
consumers
want
to
ask
a
sales
associate
for
a
product
recommendaLon
61%
Source:
Customer
Desires
vs.
Retailer
CapabiliLes:
Minding
the
Omni-­‐Channel
Commerce
Gap,
Forrester
Research,
January
2014

12. Up-to-the-minute communication is critical. Consumers are far less forgiving
of customer service ignorance across channel touch points.
Omni-Channel Retailing Brings New Challenges
of
the
Lme
consumers
received
informaLon
from
call
centers
that
was
different
from
other
channels
78%
of
the
Lme
store
associates
are
occasionally
or
frequently
unaware
of
Web
promoLons
77%
Source:
Omni
Channel
Insights,
April
2014,
CFI
Group

13. Poll
“When
shopping
in
a
physical
store,
I
expect
the
sales
associate
to…”
A. Be
an
expert
on
the
products
offered
in
store
B. Be
an
expert
on
the
products
offered
in
store
and
online
C. AcLvely
use
the
products
offered
D. Be
knowledgeable
about
my
preferences
and
past
purchases
E. None
of
the
above

14. “When shopping in a physical store, I
expect the sales associate to…”
Be
an
expert
on
the
products
offered
in
store
Be
an
expert
on
the
products
offered
in
store
and
online
AcLvely
use
the
products
offered
Be
knowledgeable
about
my
preferences
and
past
purchases
None
of
the
above
68%
45%
23%
14%
8%
Source:
Customer
Desires
vs.
Retailer
CapabiliLes:
Minding
the
Omni-­‐Channel
Commerce
Gap,
Forrester
Research,
January
2014

15. “40
percent
of
retailers
reported
that
store
associate
training
is
a
major
barrier
to
omni-­‐
channel
success.
Hourly
paid
associates
today
are
expected
to
be
not
only
sales
associates,
but
also
product
evangelists,
customer
service
advocates,
and
distribuLon
experts.
Few
retailers
have
made
the
necessary
training
investments
to
enable
their
store
associates
to
effecLvely
perform
all
these
tasks.”
Source:
Customer
Desires
vs.
Retailer
CapabiliLes:
Minding
the
Omni-­‐Channel
Commerce
Gap,
Forrester
Research,
January
2014

16. One
of
the
most
important
and
cost-­‐effecLve
steps
you
can
take
to
increase
the
success
of
your
Omni-­‐Channel
strategy
is
to
increase…
Employee
knowledge
and
enthusiasm.

17. Toys”R”Us Canada & The Omni-Channel Associate

18. Challenge: How to execute at the store
level?
The Reality: To be successful, Toys needed
their front-line associates to be educated
and bought in.
Omni-­‐Channel
at
Toys”R”Us
is
a
top
strategic
priority.

19. Learning Challenges in Retail:
• Multi-generational workforce
• High turnover
• Inconsistencies from store-to-store
• Difficult & expensive to train simultaneously
coast-to-coast
• Time off the floor
• Traditional training doesn’t work

20. The Solution: Toys”R”Us adopted an
everyday bite-sized, gamified approach to
deliver Associate training.
The Focus: They targeted 3 levels of
learning.
Omni-­‐Channel
at
Toys”R”Us
is
a
top
strategic
priority.

21. The 3 Levels of Learning
What
is
Omni-­‐Channel?
Why
is
Omni-­‐Channel
important
–
to
the
customer,
the
associate
&
Toys?
How
do
you
make
Omni-­‐Channel
happen
day-­‐to-­‐day?
03
HOW
02
WHY
01
WHAT

22. Example of a “What”
01
WHAT

23. Example of a “Why”
02
WHY

24. Example of a “How”
03
HOW

25. How it works

26. Proprietary
&
ConfidenLal

27. Proprietary
&
ConfidenLal

28. Proprietary
&
ConfidenLal

29. Proprietary
&
ConfidenLal

30. Axonify In Action
Proprietary
&
ConfidenLal

33. Proprietary
&
ConfidenLal

34. Proprietary
&
ConfidenLal

36. Training in short-
bursts anytime on
any device.
Embedded
Why it Works
The latest in
behavioral
psychology and
retrieval based
practices.
Brain Science
Short and fun, easy
to play games,
social leaderboards
and rewards.
Gamification
Proprietary
knowledge
personalization
algorithm.
Personalization
Axonify User Console
Proprietary
&
ConfidenLal

37. Benefits & Results
• Solid, consistent execution at the store level
• High voluntary participation
• Can measure: know who is “getting it”
• Significant knowledge growth
• Behavior change
• Allows L&D to be a true Omni-Channel partner

38. &
Questions & Answers
www.axonify.com