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…
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The present: let’ see a customer journey
1
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Olga is back in her favorite fashion store with the idea to buy another pair
of shoes
2
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3
She ask for a pair of “Lanvin” and she look into the mirror the information
about the selected shoes
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Asking to virtually try another color into the interactive fitting room
4
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..and another Brand
5
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..virtually comparing the two brands in the fitting room
6
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And closing the transaction in a fast way
7
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What’s behind the scene
Copyright © 2016 Accenture. All rights reserved. 18Copyright © 2016 Accenture. All rights reserved. 18
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
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Store Technology Enablers - Overview
Omni-Channel Store Experience
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
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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
Omni-Channel Store Experience
Attract
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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
Omni-Channel Store Experience
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
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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
Omni-Channel Store Experience
Select & Buy
POS / Mobile POS Self Check-Out
Vending MachineReserve / Pay & Collect
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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
Omni-Channel Store Experience
Monitor
Store Transactions Emotional Track
Attention AnalyzerIn-store Traffic
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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
Omni-Channel Store Experience
Operational Support
Engage
Select & Buy
Attract
Monitor
Op Support
Inventory Management Cash Management
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• Robert Zemeckis’ Back to the Future II (1989) anticipated one of the functionality (proximity marketing) in
a “future 2015”
The future… again.
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• Robert Zemeckis’ Back to the Future II (1989) anticipated one of the functionality (proximity marketing) in
a “future 2015”
The future… again.
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A personalized experience requires
Personalized content.
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A personalized experience requires
Personalized content.
A lot of people. A lot of content
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Today’s digital ecosystem requires an
unprecedented amount of content. And
with many complexities
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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
Social Network
Website
Bluetooth
SMS/ MMS
Videogames
TV/Radio advertisement
TV/Radio shows
Movie
Billboard
Promoter
News
Socialization Networking
Sample
Promotion
Emotion
Participation
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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
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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.
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• 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
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• 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
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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
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Improving content creation: digital decoupling
• 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
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Improving content creation: digital decoupling
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
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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
…
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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
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Thank you!
• Gianmarco Loreti
• Max Cremonini