Omni-Channel Best Practices
How Companies can Survive in an Omni-Channel World
Brussels, 28th of March 2012 Jorij Abraham

Introducing Unic
› The European Omni-Channel Specialist

Your Presenter…
Introducing Me….
Manager eCommerce TUI
Manager eCommerce Magazijn de
Bijenkorf
www.unic.com
www.ecommercefoundation.org
www.ecommercebenchmark.org

The Unic Group is rapidly expanding
Pan-european Omni-Channel Specialist with Swiss Roots
Core markets › Subsidiaries in Core Markets
Adjacent markets › Amsterdam
Nearshore markets
› Bern
› Brussels
› Karlsruhe
› Valencia
› Vienna
› Zurich
› Adjacent Markets
› Clients in UK, F, IT, DK, SWE
› Figures of the Unic Group
› 260 Employees from over 15 Nations
› 7 Office in 6 Countries
© Unic | Page 4

Our Customers
Mid- and Big size companies, Local & Global
B2B2C Fashion Retail B2B Finance Other
© Unic - Page 5

What is Omni-Channel Management?
Concept & Benefits

What is Omni Channel Management?
From Single to Omni
Single channel Multi-channel Cross-channel Omni-channel
Customer experiences a Customer experiences multiple Customer experiences multiple Customer experiences a brand,
single type of touch-point channels acting independently channels as part of the same not a channel within a brand
brand.
Only one channel is offered. The channels are organizational There is a single customer view There is a single view on the
and technical silos but the channels do not deliver customer and he is serviced
the same brand experience. consistently across all channels.
• The Sting • Mediamarkt • Bijenkorf • Bijenkorf
• Megapool.nl • Selexyz • Netflix • Netflix
© Unic AG | Seite 7

What is Omni-Channel Management?
Manage the Customer Experience across all Channels
Sales reps Email
Company website
Sales force
Flagship stores E-Kiosks/ATM
Kiosk Outlets
Internet TV
Brand shops
Physical Digital
Iphone app.
Direct
Call center Mobile site
Online chat Tablets
The
Experience
Door-to-door IM
Shop-in-shop Twitter
Home advisors Indirect Social network sites
Retailers
Physical Digital
Online retailers
Agents
Affiliates
XML/EDI
Dealers Integrators
Franchisers VARs Comparison sites
Online auctions
Consultants Catalogues
Resellers Home shopping channels
Magazines Flyers
Classified adds sites
© Unic AG | Seite 8

What is Omni Channel Management?
Support the Customer Journey across each Touchpoint
Orient Search Customize Compare Purchase Play Share
(activate) (inform) (configure) (enable) (sell) (support) (stimulate)
Dealer
Brand
Website
Affiliate
Shop-in-
shop
Magazine
Social
sites
© Unic AG | Seite 9

What is Omni Channel Management?
Support the Customer Journey across each Touchpoint
Orient Search Customize Compare Purchase Play Share
(activate) (inform) (configure) (enable) (sell) (support) (stimulate)
Dealer
Brand
Website
Affiliate
Shop-in-
shop
Magazine
Social
sites
© Unic AG | Seite 10

What is Omni Channel Management?
Why go Omni-Channel? Because the Customer wants it!
2012 2025
Purchase 20
80% 80% 50%
%
Information
30% 70% … 90%
Gathering
Offline Channels Digital Channels
© Unic AG | Seite 11 Forrester, Profiling the Multichannel Customer, July 2009

What is Omni Channel Management?
Why go Omni-Channel? Because it Pays!
Visit frequency
9.0
Web Winkel
7.3 € 107 € 50
€ 182
€ 611
€ 450 € 381
3.1 € 179
Mailorder
Online Shop Multi-
only only channel
© Unic AG | Seite 12

Best Practices in Omni-Channel Management
› Online, POS, Mobile, Store, …

Omni Channel Best Practices
Beter Bed
Store Locator Showroom models
Travel Directions Product inventory / store
Quote in store/online
© Unic AG | Seite 14 Appointment maker

Omni Channel Best Practices
Warmteservice
From 20.000 to 150.000 articles Deliver on site or pick up in store
Product advisor
For each online order, one basket is printed and bought in store.

Omni Channel Best Practices
Standaard Boekhandel
© Unic AG | Seite 16

Omni Channel Best Practices
Fabory
Top
Key Account Manager EDI
Accounts
Key Open
Sales Rep.
Accounts Catalog
High Segment Customer Care Scanners
Store
Medium Segment FaxScan / Email
Manager
Low Segment Store Website
© Unic AG | Seite 17

Omni Channel Best Practices
Fabory
© Unic AG | Seite 18

Omni Channel Best Practices
MyCom
› 60% online orders is
click & collect.
› 90% of store traffic is
to collect order.
› 20% of all click &
collect visitors buy
something extra.
© Unic AG | Seite 19

Omni Channel Best Practices
Large Fashion Retailer – 30% Orders is picked up in Store
Actual order
Online order… value
send &
returned by 25% 75%
Post
send by post
& returned 23%
18% 95%
in store
23%
picked up
& returned 23%
30% 107%
in store
23%
© Unic AG | Seite 20

Omni Channel Best Practices
Hornbach
© Unic AG | Seite 21

Omni Channel Best Practices
InterDiscount
Interdiscount Mobile App
Complete product assortment
Check for in-store availability
near your current location
© Unic AG | Seite 22

Omni Channel Best Practices
Kortingscodes worden gebruikt om klanten vast te houden
© Unic AG | Seite 23

© Unic AG | Seite 24

Omni Channel Best Practices
Large Fashion Retailer
› Xxx mimic me.
© Unic AG | Seite 25

Beste Practices in Omni-Channel
What are the channels to Watch?
I-TV Siri
© Unic AG | Seite 26

Three Characteristics of Omni-Channel Retailers
NPS, Architecture, Speed

Three Characteristics of Omni-Channel Retailers
NPS = Net Promotor Score
© Unic AG | Seite 28

Three Characteristics of Omni-Channel Retailers
Customer Centric Architecture
Channels Users
B2B Employees Customers Partners
Sales Customer
PC Mobile Tablet TV POS Print …
force service
Channel Management Platform
platform
Sales
Customer Content Order Merchandise Business
manager management management Management analytics
Resources
Products (PIM) Operations (ERP) Customers (CRM)
Facts Commercial UGC Inventory Logistics Transactions Facts Behavior Social
Everything process is optimized to the optimal.
© Unic AG | Seite 29

Three Characteristics of Omni-Channel Retailers
Speed – Do, Measure, Improve
› xxx
© Unic AG | Seite 30

Wrap-up - How Unic can Help
Persona’s, Processes, (S)peed

How Unic can Help
Use Persona’s to Understand the Customer
I am Ann, 31 years, married, mother with 2 kids
I am married and want to be a good mother for my kids (girl 4 years, boy 6 years) and show this
by dressing and presenting my kids in clothes of the right brand and of good quality.
I have a part-time job and therefore do regularly online shopping. I look for those online shops
that have a good reputation for delivery and that offer a wide range of attractive brands. It is
important to me that the assortment is adapted to me and that information is correct, because
that saves me the hassle of returning the shipment.
I am willing to pay for brands and good quality as long as it is affordable.
Job: Office manager My buying criteria: Searches on: Goals on the site:
Area: Brussels  Reknown Brand  Google  Orientation
Age: 31  Quality  Brand websites  Buy
Family: 2 kids, married  Affordable price  After sales information &
support
My end goal Buys also from: Entrance to the site: Internet experience:
To show the world I am a  Ikea  via Google (53%)  medium experienced
good mother by dressing my  small online shops  direct (33%)  regular online buyer-
kids in brand clothes of good medium advanced
quality. computer
© Unic AG | Seite 32

How Unic can Help
Design the Customer Journey
1) What are the process steps?
2) Which channels will be used?
3) Which features are needed in which channel & process?
Orient Search Customize Compare Purchase Play Share
(activate) (inform) (configure) (enable) (sell) (support) (stimulate)
Product
Dealer
Information
Management
First House
owners
Brand First House
owners
First House
Students
Product
Website
owners Information
Product Management
Information
Management
Affiliate Product
Information
Management
Students
Shop-in- Hotels
(b2b)
shop
First House
owners
Magazine
Social Students
sites Marketing

How Unic can Help
Unic’s Process Landscape Approach
Front-End
Inspire & Find, View &
Interact Order & Pay Self Service Get Service
inform Customize
Channels
Channel Management
Multi- Multi-
Multi-Brand Mobile CCC POS Social
Country Langual
Traffic Generation Merchandising & optimizing Customer Retention
Mid-end
Supplier & Product Customer &
Content Print Order
Price Information Contact
Management Management Management
management Management Management
Back-end
Warehouse, Administration &
Delivery & Return Finance

How Unic can Help
Unic’s Process Landscape Approach
Same as PIM- in case there is no PIM system these processes have to be done with e-commerce system Category Management EC 1 Channel Output Timing and Control EC 2
Product EC 3 Category Product
Global Navigation Faceted Search Keyword Search
Access navigation
[EC 3.2] [EC 3.3] [EC 3.4]
finders/selectors
[EC 3.1] [EC 3.5]
Promotions
& EC 4 Product Promotional
Promotions a. % discount b.bundle c.Buy X get Y free Teaser a.cross-sell b.up-sell
c.newest
Planogram vouchers Management
merchandising [EC 4.3]
[EC 4.1] [EC 4.2] [EC 4.4]
d.Order treshold f. Recommended e. Related
e. Fixed price d.Top sellers
promotion products f. Recommended
Behavioral
targeting c. Date of last d.Which products e. Keyword
[EC 4.1] a. Size cart b.N. Of orders
order viewed searched
Dealer/store
Appointment
locator
EC 5 management
management
Offline sales [EC 5.2]
[EC 5.1]
Product
Lists configurator
Wish list Gift list
Order templates
Request for Product Scan to order Stock notification Pre-order
management EC 6
management management proposal handler configurator mng mng. handler management
management [EC 6.4]
[EC 6.2] [EC 6.3] [EC 6.5] [EC 6.6] [EC 6.7] [EC 6.8] [EC 6.9]
[EC 6.1]
Checkout Basket mng. Product Customer check Delivery methods Payment methods
EC 7 Cost Calculation
process [EC 7.1] reservation
[EC 7.3] [EC 7.4] [EC 7.5] [EC 7.6]
[EC 7.2]
Payment
settlement Credit check Solvency check
Online payment
Confirm order Order inbox
Product set on
Order attachment
EC 8 confirmation sold
and [EC 8.1 ] [EC 8.2]
[EC 8.3]
[EC 8.4] [EC 8.5]
[EC 8.6]
[EC 8.7]
confirmation
Handlers EC 9 Email Message Error Message Hints Message
Handler Handler Handler
[EC 9.1] [EC 9.2] [EC 9.3]
c. Navigation
General a. Header b.Footer d. Faceted search
flyout
a. Product Detail b.Home- Landing c.Theme-Landing d. Category e. Brand Landing f. Product Lister
Shopping Pages Page Landing Page page Page
g. Wishlist h. Gift list
Page Page
1st level:
b. Personal f.Order
Checkout Pages a.Order basket
details
c.Delivery d.Payment e.Order summary
confirmation
All process landscapes 2nd level:
Each single process landscape with its
items
# Sub processes
Faceted
navigation EC 3.3-01 As a online marketer I want to create a
[EC 3.3] facet by defining the attributes based on
which it is created and its values
3rd level
Each single item
4th level:
The sub-processes (or smart user stories)
per item

How Unic can Help
We believe in Speed, the Agile way…
Go live
15 months
Go live 2nd Release 3rd Release 4th Release 5thRelease
3 months 6 months 9 months 12 months 15 months
© Unic AG | Seite 36

Unic
Unic Jorij Abraham
Director of Consulting
Arenbergstraat 44
B.V.
De Ruyterkade 124
1000 Brussel
1011AB Amsterdam
Belgium
Tel +31 20 561 77 29
jorij.abraham@unic.com | +31 6 5234 2568
amsterdam@unic.co Igor Corvers
De Ruyterkade 124-125
m Director of Sales & Marketing
1011AB Amsterdam
www.unic.com igor.corvers@unic.com | +32 478 83 63 96
The Netherlands
www.unic.com
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