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    GOOGLE GUEST SPEAKER: Bridging The Online and Offline World

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    Saramisd
    This document discusses bridging the gap between online and offline retail experiences. It notes that 60% of in-store sales are influenced by digital interactions like websites and social media. It also emphasizes delivering a seamless customer experience across online and offline channels. Some keys to winning in omnichannel retail mentioned include providing a great customer experience, creating sustainable businesses, and organizational robustness. Specific examples from Bever are given that demonstrate best practices like flexible fulfillment options and in-store technologies that enhance the omnichannel experience.

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    GOOGLE GUEST SPEAKER: Bridging The Online and Offline World

    Uploaded by

    Saramisd
    35 views3 pages
    This document discusses bridging the gap between online and offline retail experiences. It notes that 60% of in-store sales are influenced by digital interactions like websites and social media. It also emphasizes delivering a seamless customer experience across online and offline channels. Some keys to winning in omnichannel retail mentioned include providing a great customer experience, creating sustainable businesses, and organizational robustness. Specific examples from Bever are given that demonstrate best practices like flexible fulfillment options and in-store technologies that enhance the omnichannel experience.

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    This document discusses bridging the gap between online and offline retail experiences. It notes that 60% of in-store sales are influenced by digital interactions like websites and social media. It also emphasizes delivering a seamless customer experience across online and offline channels. Some keys to winning in omnichannel retail mentioned include providing a great customer experience, creating sustainable businesses, and organizational robustness. Specific examples from Bever are given that demonstrate best practices like flexible fulfillment options and in-store technologies that enhance the omnichannel experience.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    35 views3 pages

    GOOGLE GUEST SPEAKER: Bridging The Online and Offline World

    Uploaded by

    Saramisd
    This document discusses bridging the gap between online and offline retail experiences. It notes that 60% of in-store sales are influenced by digital interactions like websites and social media. It also emphasizes delivering a seamless customer experience across online and offline channels. Some keys to winning in omnichannel retail mentioned include providing a great customer experience, creating sustainable businesses, and organizational robustness. Specific examples from Bever are given that demonstrate best practices like flexible fulfillment options and in-store technologies that enhance the omnichannel experience.

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    GOOGLE GUEST SPEAKER: Bridging the online and offline world

    NOTES CLASS

    Most of retailer’s transactions are happening in stores such as IKEA for example.
    60% of sales happening in stores are influenced by the digital world such as social
    media, website etc.
    Local searches proximity experience with the brand and high likely you will visit
    the store in less than 24H
    Consumer and organization challenge lack of communication between the
    offline world and online world managers.
    If the website is slow you lose the consumer = you lose your touch point
    Brands have to adapt to consumers need
    We want to be able to deliver a customer experience in both online and offline
    world.
    Layers is how to be visible at the right moment for the end customer

    Key pillars for winning in Omni-channel

     Deliver a brilliant and unique customer experience


     Create sustainable businesses that withstand and endure in ever changing
    environment
     Organizational robustness
    Within EUROPE, Bever offers the best Omni channel customer experience, why?
    -Wide range of fulfillment options available including next day delivery (up to 11am)
    and click and collect Omni channel program (Bever card), gift cards and customer
    service
    -Promotion of in-store Wi-Fi and Mobile phone charging station
    -Cross-channel promotion of online shop in-store
    8 principles for a better Omni-channel Customer experiences
    Best-in-class example
    1. Provide product details and information that enables and encourages
    purchases in any sales channel
    2. Provide store information and store details that make it eay and interesting to
    find and visit a store nearby (in store map)
    3. Personalize the customer experience across all of your sales and marketing
    channels (sending personalized new letters)
    4. Enable frictionless movement between channels for your customers
    5. Give customers flexibility in how to receive, collect and return their purchases
    6. Use technologies in store that enable omni-channel experiences
    7. Make the customer service truly omi-channel
    8. Utilize cross-promotion and encourage Omni channel behavior

    Convenience is expected like Apps, home delivery, Click Collect, the new store
    concepts (amazon go)
    Personalization is the new standard ( personal promotion, content adaptation …)
    The use of machine learning and artificial intelligence (Smart checkouts, virtual
    screens, virtual shopping, virtual assistance, in-store assistance, personaloed offers)
    Digital experiences: Virtual and augmented reality/ use of digital screens
    But the retail shelf is key to close the deal
    Omnichannel Measurement Selling offline and online
    By enabling a first contact with the product itself, the shelf has always been a key
    decision influencer
    Measurement is among the top challenfes of marketers when it comes to
    omnichanenel marketing strategies

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