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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
Copyright © 2016 Accenture. All rights reserved. 4
Olga is back in her favorite fashion store with the idea to buy another pair
of shoes
2
Copyright © 2016 Accenture. All rights reserved. 5
3
She ask for a pair of “Lanvin” and she look into the mirror the information
about the selected shoes
Copyright © 2016 Accenture. All rights reserved. 6
Asking to virtually try another color into the interactive fitting room
4
Copyright © 2016 Accenture. All rights reserved. 7
..and another Brand
5
Copyright © 2016 Accenture. All rights reserved. 8
..virtually comparing the two brands in the fitting room
6
Copyright © 2016 Accenture. All rights reserved. 9
And closing the transaction in a fast way
7
Copyright © 2016 Accenture. All rights reserved. 10
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 Engage
Select &
Buy
Monitor
Op
Support
Copyright © 2016 Accenture. All rights reserved. 19
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 Engage
Select &
Buy
Monitor
Op
Support
Copyright © 2016 Accenture. All rights reserved. 20
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
Copyright © 2016 Accenture. All rights reserved. 21
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
Copyright © 2016 Accenture. All rights reserved. 22
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
Copyright © 2016 Accenture. All rights reserved. 23
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
Copyright © 2016 Accenture. All rights reserved. 24
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
Copyright © 2016 Accenture. All rights reserved. 25Copyright © 2016 Accenture. All rights reserved. 25
• Robert Zemeckis’ Back to the Future II (1989) anticipated one of the functionality (proximity marketing) in
a “future 2015”
The future… again.
Copyright © 2016 Accenture. All rights reserved. 26Copyright © 2016 Accenture. All rights reserved. 26
• 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.
28Copyright © 2016 Accenture. All rights reserved.
A personalized experience requires
Personalized content.
A lot of people. A lot of content
29Copyright © 2016 Accenture. All rights reserved.
Today’s digital ecosystem requires an
unprecedented amount of content. And
with many complexities
Copyright © 2016 Accenture. All rights reserved. 30
The complexity and volume of customer touchpoints is challenging
marketers on the best way to ENGAGE
Environment
Media
Purpose Of Content
Pub / Lounge
Information
Store
Office
Gym
Concert
Parking
Library
School
Web
Mobile
Radio
TV
Airport
Station
Hotel
Restaurant/ Café
In the street
Home
Museum
Outdoor
Oil station
Theatre
Cinema
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
Copyright © 2016 Accenture. All rights reserved. 31
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
Copyright © 2016 Accenture. All rights reserved. 32
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.
Copyright © 2016 Accenture. All rights reserved. 33
• 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
Copyright © 2016 Accenture. All rights reserved. 34
• 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
Copyright © 2016 Accenture. All rights reserved. 35
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
Copyright © 2016 Accenture. All rights reserved. 36
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
Copyright © 2016 Accenture. All rights reserved. 37
Improving content creation: digital decoupling
CRM
DMPPLATFORM
Production 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
Copyright © 2016 Accenture. All rights reserved. 38
CRM
DMPPLATFORM
Production Layer
Analytics
Company Dam
Digital decoupling: optimizing for all content distribution
Digital Signage
Campaigns
POS materials
Websites
Apps
…
Copyright © 2016 Accenture. All rights reserved. 39
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
Copyright © 2016 Accenture. All rights reserved. 4040
Thank you!
• Gianmarco Loreti
Gianmarco.Loreti@accenture.com
• Max Cremonini
m.cremonini@accenture.com

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

  • 1. Il Digital porta traffico allo Store I nuovi concept OmniCanale tra Touchpoint e Contenuti Gianmarco Loreti Max Cremonini
  • 2. 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…
  • 3. Copyright © 2016 Accenture. All rights reserved. 3 The present: let’ see a customer journey 1
  • 4. Copyright © 2016 Accenture. All rights reserved. 4 Olga is back in her favorite fashion store with the idea to buy another pair of shoes 2
  • 5. Copyright © 2016 Accenture. All rights reserved. 5 3 She ask for a pair of “Lanvin” and she look into the mirror the information about the selected shoes
  • 6. Copyright © 2016 Accenture. All rights reserved. 6 Asking to virtually try another color into the interactive fitting room 4
  • 7. Copyright © 2016 Accenture. All rights reserved. 7 ..and another Brand 5
  • 8. Copyright © 2016 Accenture. All rights reserved. 8 ..virtually comparing the two brands in the fitting room 6
  • 9. Copyright © 2016 Accenture. All rights reserved. 9 And closing the transaction in a fast way 7
  • 10. Copyright © 2016 Accenture. All rights reserved. 10 What’s behind the scene
  • 11. 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 Engage Select & Buy Monitor Op Support
  • 12. Copyright © 2016 Accenture. All rights reserved. 19 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 Engage Select & Buy Monitor Op Support
  • 13. Copyright © 2016 Accenture. All rights reserved. 20 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
  • 14. Copyright © 2016 Accenture. All rights reserved. 21 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
  • 15. Copyright © 2016 Accenture. All rights reserved. 22 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
  • 16. Copyright © 2016 Accenture. All rights reserved. 23 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
  • 17. Copyright © 2016 Accenture. All rights reserved. 24 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
  • 18. Copyright © 2016 Accenture. All rights reserved. 25Copyright © 2016 Accenture. All rights reserved. 25 • Robert Zemeckis’ Back to the Future II (1989) anticipated one of the functionality (proximity marketing) in a “future 2015” The future… again.
  • 19. Copyright © 2016 Accenture. All rights reserved. 26Copyright © 2016 Accenture. All rights reserved. 26 • Robert Zemeckis’ Back to the Future II (1989) anticipated one of the functionality (proximity marketing) in a “future 2015” The future… again.
  • 20. 27Copyright © 2016 Accenture. All rights reserved. A personalized experience requires Personalized content.
  • 21. 28Copyright © 2016 Accenture. All rights reserved. A personalized experience requires Personalized content. A lot of people. A lot of content
  • 22. 29Copyright © 2016 Accenture. All rights reserved. Today’s digital ecosystem requires an unprecedented amount of content. And with many complexities
  • 23. Copyright © 2016 Accenture. All rights reserved. 30 The complexity and volume of customer touchpoints is challenging marketers on the best way to ENGAGE Environment Media Purpose Of Content Pub / Lounge Information Store Office Gym Concert Parking Library School Web Mobile Radio TV Airport Station Hotel Restaurant/ Café In the street Home Museum Outdoor Oil station Theatre Cinema 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
  • 24. Copyright © 2016 Accenture. All rights reserved. 31 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
  • 25. Copyright © 2016 Accenture. All rights reserved. 32 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.
  • 26. Copyright © 2016 Accenture. All rights reserved. 33 • 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
  • 27. Copyright © 2016 Accenture. All rights reserved. 34 • 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
  • 28. Copyright © 2016 Accenture. All rights reserved. 35 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
  • 29. Copyright © 2016 Accenture. All rights reserved. 36 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
  • 30. Copyright © 2016 Accenture. All rights reserved. 37 Improving content creation: digital decoupling CRM DMPPLATFORM Production 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
  • 31. Copyright © 2016 Accenture. All rights reserved. 38 CRM DMPPLATFORM Production Layer Analytics Company Dam Digital decoupling: optimizing for all content distribution Digital Signage Campaigns POS materials Websites Apps …
  • 32. Copyright © 2016 Accenture. All rights reserved. 39 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
  • 33. Copyright © 2016 Accenture. All rights reserved. 4040 Thank you! • Gianmarco Loreti Gianmarco.Loreti@accenture.com • Max Cremonini m.cremonini@accenture.com