Sean van tyne how to design an omni-channel experience
1. How to Design an
Omni-Channel Experience
Sean Van Tyne
ProductCamp SoCal 2014
Saturday, November 15
Anaheim, CA
2.
3. Single Channel
Bulk of revenue
from one channel
Multi-Channel
Different
experiences
across channels,
silo-ed business
units, and brand
dilution
Cross-Channel
single brand
across channels
and product
synergy
Omni-Channel
single view of
customers
across channel,
seamless
access across
channels,
organization
united across all
channels
4. Customers are Multi-Dimensional
• She is busy at work and out with friends.
• She always has her mobile device in her hand.
• She’s active on Facebook and Twitter and
YouTube and a dozen other social media sites.
• She is smart and demanding.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
5. Customers are Multi-Dimensional
• We want that customer to be able to interact
with Macy’s no matter where she is or how
she shops.
• It makes no difference to us whether she
buys something in our store or online … or
whether she is shopping from her desktop
computer or her Droid or her iPad.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
6. Customers are Multi-Dimensional
• We have a whole series of strategies in place
to drive our store customers to the Web, and
our online customer to the stores.
• We strive to have a 360-degree view of the
customer.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
7.
8. Omni-Channel Shoppers
• Multi-Channel Shoppers spend, on average, 15% to
30% more with a retailer than someone than a Single
Channel Shoppers
• Omni-Channel Shoppers will spend 15% to 30%
more than Multi-Channel Shoppers
• Omni-Channel Shoppers are more likely to
influence others via their social networks and online
activity and exhibit strong loyalty
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
9. Three Types of Omni Shoppers
• Omni/Integrated. Affluent, home-oriented but well
connected on the move and at the office, 30 to 50
years old.
• Young Mobile. Shoppers younger than 30 who are
constantly on the move, but who primarily text and
rarely email.
• Social Networker. Primarily young but span all age
groups. Connected by interest rather than age or
location.
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
10. Omni-Channel Shoppers
• Omni-Channel Shopping requires an
immersive and superior customer
experience regardless of channel
• Merchandise that is customer-centric
and is not specific to any channel
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
11. Creating an Omni-Channel
• Communications between the
Marketing, Sales, and IT needs to be as
smooth as possible with little confusion
about goals and strategies
• A clear and thorough understanding of
the customer and target market is
required to be able to determine,
develop, and deliver the brand promise
12. Creating an Omni-Channel
• Keep an omni-channel context – identify
where it can degrade meaning to a customer
• Model and predict the different ways your
customer transitions between various
channels - from a digital channel into a
physical space and your employees
• Switching channels - We often “drift” back
and forth between/across channels over an
undefined time period
13. Creating an Omni-Channel
• Do it Early - very early in a design process,
identify, visualize and map these
informational needs so you can begin to
construct maps of how information will flow
across the wider “eco-systems”
• Do it Often – review experience designs with
stakeholders, subject matter experts and your
target audiences as often as possible to
constantly revise and perfect it
14. Types of Touch Points
• Physical touch points: your physical
products, packaging, etc.
• Digital touch points: are constantly
updated like websites, Twitter, etc.
These are always evolving
• Human touch points: customer
service, interactions with your
employees
15. Quantitative and Qualitative
• Quantitative information can provide
analytics about what people are doing
with your products but it doesn’t tell you
why
• Qualitative measures that can help
you understand why.
16. Follow Your Customers
• Observe how your customers interact with your
channels (website, products, services, people, etc.)
and learn about the context
• Look for “workarounds” - see how your customers
adjust to interact with your products and services to
understand experience gaps and opportunities for
innovation.
• Follow the whole engagement: don’t just focus on a
single channel. Watch the entire process.
17. Maps and Blueprints
• Journey Map is a way to illustrate the cross
channel experience of a customer. It includes
what happens front-stage (visible to
customer) and back-stage (behind the
scenes) in a linear flow.
• Service blueprint helps to guide back-end
processes: how things fit together and what
needs to be in place to create a great
experience.
18. • Design an integrated approach to manage
cross channel experiences
• Ensure an experience design that is
consistent with your brand objectives and
strategic product vision
• Manage the experience at all touch points
across all channels
