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Cosa significa diventare un'azienda "Seamless Omnichannel" (ovvero gestire tutti i canali dai negozi all'e-commerce al mobile senza strappi), quali vantaggi possiamo trarre e quali sono i passi che dobbiamo compiere ?
Today’s non-stop customersare online, on the go, in stores and in touch with social networks from Facebook and Twitter to Pinterest and Instagram. These customers have more tools than ever to learn about products, compare prices and gather insights, and transact —the options are always evolving. And these customers want a relevant experience while paying less. In fact, Accenture’s survey of 6,000 consumers in eight countries reveals that the majority of respondents believe that integrating in-store, online and mobile is the number one thing that retailers can do to improve the shopping experience. Survey data show that when it comes to in-store shopping, consumers want the basics—the right products, the right prices and an easy shopping experience.
To attract these customers and succeed in a complex, fast moving and hyper-competitive environment, retailers must change the game to remain relevant. They must become seamless retailers. This is a future in which the retail organization becomes as connected as customers are. From empowered customers and channel complexity to warp-speed innovation and thecompetitive threat of online pure plays, the new face of retail is not for the meek. Forward-thinking retailers are realistic and pragmatic enough to understand the need for change.
Retailers can create momentum towards becoming a seamless retailorganization by considering the following steps.Acknowledge the burning platform: Determine how proactively and quickly your business will migrate categories to online customer purchase and understand the radical implications of those transitions across store size and overall count, assortment, space, pricing, inventory and store labor.Identify target customer experiences: Determine the seamless product-specific customer experiences that will define how your customer will want to shop.Put the right leadership in place: Consider whether establishing a new chief customer officer to define the overall customer experiences, or a chief channel officer to unite all customer touchpoints, is right for your business.Involve the right people from the beginning: Representatives from all areas must actively participate from the outset to ensure that the “left hand knows what the right hand is doing.” Establish the right governance model to ensure the collaboration takes place.Know that making the business case will be challenging: The reality is that it is as much a defensive play to maintain your current customer base, your current share of wallet and prevent defection to online pure plays and other competitors as it is about driving an upside. Realize that becoming seamless is about survival—and then establish operating metrics to monitor progress to ensure your business is moving ahead.
Netcomm Forum 2013: Seamless Omnichannel
DemystifiedOmnichannelEnabling seamlessmultichannel experienceMilan, 28 May 2013