De impact van channel integratie voor een Retailer

Everything, Everywhere, Everyway

Marco van der Hulst – Emerce 2013

Omni-channel means providing the best and most appropriate experience for the CUSTOMER across all the channels she engages

with

What is Omni-Channel?

Research Purchase Delivery

A Single Brand Experience Across Channels

Stock points, Shops, Customer

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We worked with a full service partner,who was responsible for• Web shop application• Logistics• Debtors Management• Customer service

We focused on• Managing the partner• Online Marketing• Merchandising• Content Management

Where we are coming from

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Given the strategy we

• Decided to move away from a full service set-up

No conflict of interest with a full service provider for e-commerce

• We take full control over the platform:• To ensure we can realize integration with the off-line channel better• Can implement changes faster

• Centralized Customer Service for all channels

• Want to have 1 single stock point for all Sales Channels, but given the limited space we have this is not (yet) possible

Time for a change

We have the following set-up for data integration

Tooling

SAP

PIM

HWL WEB

POS

Loyal

Broker

SAP PIM: Master Data

PIM: further enrichment

PIM WEB: enriched data

(images, commercial description, labels, x-sell, up-sell, categories)

WEB PIM: Product feed

HWL PIM: Stock feedCheck if all is online

SAP Broker: DC StockPOS Broker Web:

Store stock (real time)

HWL WEB: available stock

BuyersCMS

APP

CON

CRM

7

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We have 1 integrated portal for customers for loyalty and shop

We have 1 central Master Data tool for all our sales channels

We have the web shop stock available in the web shop

We have the Store POS stock real time available in the web shop

We have the DC stock available in the web shop

Result of Tooling

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Make reservation possible on store stock (not pre-paid)- We start with 7 days and plan is to shorten this when click

and collect is available

- Make return to store possible

Make click and collect possible (pre-paid)- Customer places order online to pick up in store, delivered

from DC

Create a shop App which might lead to assistant sales tool in store

Order online in store for home delivery or store pick up- Business Case is difficult, but part of world class service and

customer expectation

We will use a multi variant tool to test the best user interface in the check out of the web shop

Our Plans

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• Stores have to act upon online requests on the POS system

• Reserved articles should be confirmed and put away from shop floor

• If requested product is not available we have a mismatch between POS stock and physical stock customer gets sorry email.

need to make stock adjustment possible

• Stores are most worried about reliability of stock

Impact Stores

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• Stores are happy with expected additional traffic to stores

• Reluctant because what if the customer does not show up, do we have a missed opportunity to sell the product to somebody else

• Return to Store is opportunity to sell. Online return has no impact on store sales. Additional sales is profit for store

• Eager to get order online in store, as long as they profit! we currently do not have wifi in most of our stores, only a small band..

Impact Stores

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Learnings

• The Broker/PIM tool was the best thing we could start, to give us speed and flexibility

• We are confident that with the current set-up we have the flexibility to develop our omni channel strategy. In the previous set-up we would never have reached the level where we are right now.

• Stores are eager on the one hand, but reluctant as well.

• Pilot in smaller countries is useful to test integration of systems, but does not give enough data to predict the success in other countries

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Feel free

Questions