bronto and crimsonwing present: decoding the formula to omni-channel success

Paul Davis, CrimsonwingKestrel Lemen, Bronto Software

Decoding the Formula to Omni-Channel Success

Paul Davis, CrimsonwingKestrel Lemen, Bronto Software

Decoding the Formula to Omni-Channel Success

Agenda

• Welcome and Speaker Introductions

• What Is Omni-Channel and Who Has Implemented It?

• Benefits of an Omni-Channel Solution

• Barriers to Implementation

• Developing Your Online to Offline Experience

• Q&A

Speakers

Paul DaviseCommerce ConsultantCrimsonwing

Kestrel LemenMarketing StrategistBronto Software

What Is Omni-Channel?

Deploying all the assets of your organisation to deliver the optimum integrated buying experience to the consumer.

Customer uses their preferred method to buy

• Desktop

• Tablet

• Mobile

• Telephone

• In store

What Is Omni-channel?

Customer chooses their preferred method for delivery

• Home delivery

• Delivery to a third party

• Collect in store

Customer pays when it suits them

• Reserve online & pay in store

• Pay online & collect in store

Who Has Implemented It?

• Nearly 100% of UK Top 100 retailers have an

ongoing omni-channel strategy

But…

• Only 40% of UK 100-500 retailers offer a Click &

Collect option to their online shoppers…

Take Up by Users of Click & Collect Is Gigantic

• 60% of 2012 Christmas orders

• 59% of 2013 online orders

• 25% of 2013 online orders

• 31% of sales

Overall Benefits

• Customers love it

• Differentiation takes pressure off price

11/11/2014

Omni-Channel Example

Why Is Adoption so Low Among Smaller Retailers?

Only 40% of UK 100-500 retailers offer a Click & Collect option to their online shoppers.

• Lack of an integrated strategy

Responsibility for online store sales often fragmented

• Cost

Expensive if bespoke development

• Existing infrastructure

Existing Infrastructure

Collect in store requires

• Regular delivery to store from central warehouse

OR

• Central visibility of accurate store inventory

Summary

• Omni-channel is about having a vision

• Very popular with consumers

• Medium sized retailers are missing out on a significant

opportunity

Developing Your Online to Offline Experience

Kestrel Lemen Marketing Strategist

@Kestrelbird

In-Store Events

In-Store Events

In-Store Events

Click & Collect

Click & Collect

Apps That Are Helpful

Apps That Are Helpful…?

Apps That Are Helpful…?

Final Thoughts

• How can you be helpful to your customers?

• Identify customer pain points

• How do you want to use omni-channel marketing?

• Is this a good idea or just trendy?

Q & A

For further information:

Bronto Software

Jamie Tharp

jamie.tharp@bronto.com

Crimsonwing

Paul Davis

pdavis@crimsonwing.com