Il Digital porta traffico allo Store: i nuovi concept Omni-Canale tra Touchpoint e Contenuti

Il Digital porta traffico

allo Store

I nuovi concept OmniCanale tra

Touchpoint e Contenuti

Gianmarco Loreti

Max Cremonini

Copyright © 2016 Accenture. All rights reserved. 2Copyright © 2016 Accenture. All rights reserved. 2

Where Retailers have to put the effort the most to improve the Customer

Experience• The companies need to transform their

business in order to continuously attract and

engage customers seamlessly across

channels

• Accenture Research “Seamless Retail

Survey 2016” on 10.000 customers in 13

countries presents interesting results: in

order to deliver a consistent customer

experience, Retailers have to focus their

effort in…

Copyright © 2016 Accenture. All rights reserved. 3

The present: let’ see a customer journey

1


Olga is back in her favorite fashion store with the idea to buy another pair

of shoes

2


3

She ask for a pair of “Lanvin” and she look into the mirror the information

about the selected shoes


Asking to virtually try another color into the interactive fitting room

4


..and another Brand

5


..virtually comparing the two brands in the fitting room

6


And closing the transaction in a fast way

7


What’s behind the scene


Omni-Channel Store Experience

Value proposition

• The companies need to transform their business in order to continuously attract and engage customers seamlessly

across channels. The stores represent the real touch points with the customers, where the sales assistant has the

possibility to gather customer satisfaction and realize their needs

• Accenture expertise in store operations helps their clients to transform the stores and make fit the seamless customer

experience throughout an end-to-end transformation program, where digital technology is an integrated part of the

personalized interaction between customers and sales assistant

End-to-End Store Trasformation

Omni Channel & Customer Experience Store technology enablers

• Define the in store digital strategy for the

sales operation taking into account the

digital initiatives on the other channels,

aiming to create seamless experience

across channels

• Let the customer information available in

store in order to let the sales assistant

increasing the conversion rate proposing the

proper recommendation

• Increase brand and

products

awareness

• Enable customer

attraction to

experience the

store

• Improve customer

engagement in

store providing

personalized

services

• Enhance sales

effectiveness

allowing cross/ up-

selling through ad

hoc

recommendation to

customers

• Monitor customer

behavior in order to

understand his

needs and improve

his experience

• Track and analyze

products

attractiveness

• Enable tools to

support operational

activities in the

store backend and

front end

AttractOmni Channel Strategy EngageSelect &

BuyMonitor

Op

Support


Store Technology Enablers - Overview


Cash

Management

Inventory Management

Emotional Track

In-store Traffic

Store Transactions

POS/ Mobile POS

Reserve/ Pay & Collect

Self Check out

Vending Machine

Proximity Marketing

Digital Signage

Special Welcome

Clienteling

Guided Selling

Brand Exciting

Interactive

Fitting Room

Attention Analyzer

Customer Flow

Management

Customer App

Attract EngageSelect &

BuyMonitor

Op

Support


Communicate directly to customers

on their mobile via iBeacon as they

enter sensitive areas, providing

tailored information (product info,

advert, promotions, news,…)

The App allows the customer booking

an appointment with his preferred sales

assistant, massaging him through

dedicated live chat. The customer has

the possibility to be informed on store

events, consults the store stock and

marks favorite products which will

automatically be visible to sales

assistant clienteling app

Multimedia concept that combines a

traditional mirror with digital technology to

display information on the reflecting

surface

Instant welcome message to the

customer when is approaching the store.

In the meanwhile, the sales assistant

gets immediate notification on its

clienteling app

Engage

Select & Buy

Attract

Monitor

Op Support

Proximity Marketing Digital Signage

Special WelcomeCustomer App


Attract


Serve clients during the experience in

store, providing them a personalized

shopping support. Sales assistant

consults customer’s data, order history

and preferences providing tailored

services and perform cross/up-selling

Manage the customer queue in store

letting the customer booking services

through app or on in store queuing

systems. According to the notification

mode selected by the customer, he will

be notified and will have the possibility

to postpone the appointment simply

sending an sms or using the App

Customer Flow Management

Inform the customer displaying

multimedia product information on

dedicated screens, enabled by

interactive shelfs that recognize what

product has been pointed at or picked-

up

Interactive Fitting Room

Enhance the fitting room experience,

allowing the customer to virtually try

on clothes, displaying relevant

information and product suggestions

and interact with sales assistant

Guided Selling

Engage

Select & Buy

Attract

Monitor

Op Support


Engage

Clienteling Brand Exciting

Allow the customer to self browse digital

product catalogue at the store, creating

personalized product combinations with a

simple drag & drop


Enhance the sales assistant

effectiveness with the concept of hybrid

mobility: classic POS workstations can

be used at the same time as mobile

devices throughout the store

Let the customers reserve products on

the eCommerce selecting the preferred

store as pick-up point and proceed with

direct instore payment, or directly buy

online and pick up in store

Improve the checkout experience in

store providing shoppers with a more

flexible and efficient way to scan,

pack, and pay for items leveraging on

RFID tags or cart 3D scan

Advanced vending machines allow

retailers to setup an automated store

both inside or outside the usual

boutique borders

Engage

Select & Buy

Attract

Monitor

Op Support


Select & Buy

POS / Mobile POS Self Check-Out

Vending MachineReserve / Pay & Collect


Get real-time access to all store

transaction data, gaining insights of

business and customer behavior and

needs

Provide data throughout the store

traffic (via traffic counter, iBeacon, ..),

generating insights on shopper

behavior throughout the store,

enhancing conversion rates and

average transaction value

Provide analytics insights tracking

customer’s faces (age, gender,

ethnicity of audience) through high

resolution or wide dynamic range

cameras and/or optical sensors,

placed inside the shelves or behind a

digital screen

Provide analytics insights tracking eye

movement technology placed inside

the shelves, the store windows or

behind a digital screen

Engage

Select & Buy

Attract

Monitor

Op Support


Monitor

Store Transactions Emotional Track

Attention AnalyzerIn-store Traffic


Mobile device available in the front-end

is reused in the back office department

combined with other support hardware

in order to manage stock receiving,

item transfers and inventory activities

Money counter and cash safer

technologies available in the back store

area for end of the day and reconciliation

operations


Operational Support

Engage

Select & Buy

Attract

Monitor

Op Support

Inventory Management Cash Management


• Robert Zemeckis’ Back to the Future II (1989) anticipated one of the functionality (proximity marketing) in

a “future 2015”

The future… again.

27Copyright © 2016 Accenture. All rights reserved.

A personalized experience requires

Personalized content.


A personalized experience requires

Personalized content.

A lot of people. A lot of content


Today’s digital ecosystem requires an

unprecedented amount of content. And

with many complexities


The complexity and volume of customer touchpoints is challenging

marketers on the best way to ENGAGE

Environment

Media

Purpose Of Content

Pub / Lounge

Information

StoreOffice

Gym

Concert

Parking

Library

SchoolWeb

Mobile

Radio

TV

Airport

Station

Hotel

Restaurant/ Café

In the street

Home

Museum

Outdoor

Oil station

TheatreCinema

Catalogue

Newspaper

Leaflet

Store window

Vending machine

Sales AssistantLoyalty card

Kiosk

Contact center

E-mail

Social Network

Website

Bluetooth

SMS/ MMS

Videogames

TV/Radio advertisement

TV/Radio shows

Movie

Billboard

Promoter

News

Socialization Networking

Sample

Promotion

Emotion

Participation


Multichannel Re-use

Global Market Re-use

Syndication

Automation

Business Visibility

Creation Standards

Production Efficiency

Asset Access

Technology Enablement

$Measurement & Feedback

How often is core content re-used cross channel?

How often are content assets re-used across markets?

How accurate and streamlined is the syndication process?

How is automation used to streamline end-to-end content production?

How well is relevant performance data captured?

How easy is it to find and use content assets?

Do creation standards consider multi-use?

How quickly can content be produced and at what cost?

Do technology platforms enable an evolved end-to-end process?

What visibility do business stakeholders have for actionable insight?

Usability

How does your content score for usability?

Operating Model

Does the model adapt to flexible capacity demands?

Integration

How well does content integrate with data sources?

In the new digital ecosystem our contents must be made for success, in

and outside the company


But how do companies create content?

Brands

Creative

Agencies

Production

Layer

• Companies tend to work in siloed mode, where different stakeholders take care of creativity and/or

production of content for the many channels.


• Different timings and costs for our content delivery and implementation

• Intense involvement of company stakeholders to monitor and control that content abides to quality and

required security standards

What are the threats of this approach?

Brands

Creative

Agencies

Production

Layer


• Content that is created is often stored in multiple repositories thus not allowing reusability, tagging and

consistent content lifecycle management.

Company Dam Agency Db ...

What Are The Threats Of This Approach?

Brands

Creative

Agencies

Production

Layer


Stays the same Changes

Improving content creation: digital decoupling

• Decoupling does not change the daily job of marketing but set these people free of delivery and implementation

problems.

• Production is in the hand of a single, trained and trustful partner

Prod Partner Prod Partner Prod Partner Prod PartnerCreative AOR Creative AOR

Creative

Origination &

Design

Build the Asset Distribute /

Publish the asset

in the market

Store the asset Transcreate

asset in other

channels and/or

Markets

Brand Planning

& Creative

Strategy

Focus of Production Services



• From a fragemented scenario, where production is in the hands of many different partners, to a simplified

model where production is shared among the many brands/agencies as a central service able to abide to

IT and marketing requirements in terms of timing, quality and security.

Production Layer



CR

M

DM

P P

LATF

OR

MProduction Layer

Analytics

Company Dam

• In addition to that, by working at scale, a single production partner can manage and feed a single DAM making it work

with analytics, CRM and DMP platforms to deliver the most personalized experience on the many different channels


CR

M

DM

P P

LATF

OR

MProduction Layer

Analytics

Company Dam

Digital decoupling: optimizing for all content distribution

Digital Signage

Campaigns

POS materials

Websites

Apps

…


A MIXTURE OF DELIVERY AND CREATIVE SKILLS

• In order for this model to work, a layer of agency experienced project managers usually work at clients’ offices to gather

information and requirement and translate them into Gantt charts for the production layer. They also make sure

production meets deadlines and expected quality.

Production Layer

Digital Project Managers


Thank you!

• Gianmarco Loreti

[email protected]

• Max Cremonini

[email protected]

mailto:[email protected]

mailto:[email protected]

Il Digital porta traffico allo Store: i nuovi concept Omni-Canale tra Touchpoint e Contenuti

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