Digitaal Strateeg Patrick van Dijl gaf tijdens Ecommerce Summit inzicht in welke bouwstenen noodzakelijk zijn voor een succesvolle omnichannel strategie

1. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
SIX STEPS TO A SUCCESSFUL OMNICHANNEL STRATEGY
Ecommerce Summit 2016

2. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Short intro
Patrick van Dijl
Digital Strategist| ISM eCompany
p.vandijl@ism.nl
Previous companies
University

3. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success 3
ISM eCompany

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years of
e-Commerce experience
20+
100+
e-Marketing customersSana & Magento Shops
500+
Design customers
100+
Netherlands | USA | Indonesia| UK |
Belgium | Australia | Ukraine |
Sri Lanka | Austria
10offices
e-Commerce
specialists
400+

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Omnichannel

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Omnichannel
Omni-channel
Omni Channel

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What is omnichannel retail?
Different retail channels seamlessly integrated.
The customer (experience) is key!

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Single channel to omnichannel

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Channels are blurring…

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… and merging

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64% of sales in physical stores is influenced by digital experiences
Bron: “Navigating the new digital divide’, Deloitte Digital, Mei 2015

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Sense of urgency

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“Omnichannel Retail Brands Increase
Revenue 28% via Ecommerce Presence”
”77% of smartphone-related transactions
are actually happening within the store”
'60% of our revenue is via omnichannel,' says Esprit boss

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5%of the companies believe they are “advanced”when it comes to
omnichannel capabilities
Between 35% and 40% think they are lagging
Bron: “Retail insight: Fulfilling Consumer Expectations’, RSR retail systems research

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Omnichannel gap
Omnichannel gap
Customer expectation
Omnichannel
capabilities

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62% of retailers
‘My customers expect it’
Bron: “Minding the omnichannel gap’, Forrester, Januari 2014

17. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successBron: “Minding the omnichannel gap’, Forrester, Januari 2014
Without being able to view stocklevels online, 40% of the
customers would not visit your physical store

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Optimize inventory and decrease missed
sales opportunities

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Omnichannel increases revenue

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Omnichannel customers are worth more
Increased loyalty
Increased brand interaction
Spend 3,5 times more
Buy 3 times more often
Source: “The omnichannel challenge: strategies that work’

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Increased revenue through omnichannel features
77% 95% 107%
Source: “Omnichannel Retail’, L2 intelligence report, september 2015
Online purchase
100% - 23%
returns
Online purchase
100% - 23%
Online purchase
100% - 23%
Return in store
+ 18%
Return in store
+ 18%
Collect in
store + 12%

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Challenges

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94%of retailers experience significant
barriersduring the omnichannel transformation
Source: “Minding the omnichannel gap’, Forrester, januari 2014

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The customer (experience) is not
the highest priority

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The omnichannel transformation is
underestimated

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Unclear omnichannel KPI’s

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Six steps to a successful
omnichannel strategy

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Game changers
Strong brands
Customer intimacy
experts
Operational excellence
Data crunchers
> 20 years experience
> 400 professionals
> 1.000 customers
Winners Research Experience

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ISM Omnichannel Model

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Strategy
1. Get support from management and business
units
2. Make sure the companies current situation
(SWOT) and challenges are clear
3. Determine omnichannel goals and KPI’s

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Customer
1. Create buyer personas
2. Describe the ultimate customer journey
3. Create an overview with the customer
(informational) needs per touchpoint

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Buyer persona

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Branding
1. Define the online brand positioning
2. Analyse the customer journey on it’s visual
brand identity and user experience
3. Create “wow”-moments and creative concepts
that benefit the omnichannel customer

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Data driven marketing
1. Create a traffic drivers plan
2. Analyse the customer journey to create a 360
degree customer view and a develop a
personalized shopping experience

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Traffic drivers plan

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Online channels throughout customer journey

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Infrastructure
1. Analyse the customer journey to define which
information is required at which times
2. Define the logic and processess
3. Evaluate the current situation
4. Create an omnichannel (flexible) ecosystem

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IT Infrastructure

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Organization
1. Determine if the necessary expertise is available
within the organization
2. Create multidisciplinary teams (SCRUM)
3. Make sure everyone becomes part of the digital
transformation

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ISM Omnichannel Model

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Business Case

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Roadmap

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ISM Omnichannel Model

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Verrassings gap
If you wish to receive this
presentation in your mailbox,
please leave me your
business card

46. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Patrick van Dijl
Digitaal Strateeg| ISM eCompany
p.vandijl@ism.nl
https://www.linkedin.com/in/patrickvandijl
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