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High Impact Ecommerce Solutions Through Insight, Technology

& Innovation

Multichannel CommerceWhether we bring the convenience of online shopping

to stores, or we personalise and optimise the customer

experience using data, Salmon Solutions offer the

best in digital to every aspect of commerce.

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Our ExpertiseCustomers expect to browse and buy however

they choose, and no longer differentiate between

devices. They are just interacting with your brand.

At Salmon we apply our global brand expertise to

exceed your customers’ expectations. Together

we create device-optimised solutions that enable

your brand to be present whenever, wherever, and

to give you direct access to customers.

We’re at the forefront of the industry to develop

apps for Apple iPhone, Google Android and

optimised browser-based sites. Our solutions

leverage the inherent technologies found on

today’s mobile phone handsets and smart phones.

Our expertise goes beyond the screen: we can

create strategies that drive customers instore or

even online through targeted communications on

social media and email.

Our ExperienceAs the mobile industry moves forward fast, it’s

important to keep sight of the bigger picture.

Our mobile strategies and solutions consider how

shoppers’ journeys and needs differ; from a tablet,

to a desktop, to a mobile device. We recommend

how to overcome the challenges of mobile, not

least increasing low conversion rates to protect

and drive revenue.

We consider your processes from a business

perspective, and help you to adapt to mobile

marketing, merchandising and campaign creative

execution. The advice offered by our mobile

specialists will help you to improve average order

value, conversion rates, user experiences, loyalty

and the effectiveness of promotions.

MOBILE COMMERCE

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The best shopping experiences are engaging and frictionless, and Salmon delivers them

with high impact for many of the world’s leading brands

When we launched our first mobile site (through Salmon) we were one of the first retailers in the market to implement a fully fledged mobile site.

Clive West, Digital Director, Halfords Group“

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HalfordsSalmon delivered a mobile store for Halfords by using their website’s

underlying platform. Since the launch of the mobile site, with an initial focus

on Reserve-and-Collect, sales via smartphones have increased to 8% of

halfords.com total sales.

Halfords has also benefited from:

• Twice the number of page views

• Twice the number of conversions

• 700,000 unique views

• Order values of >£1m

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Our ExpertiseOur solutions keep pace with the shifts in online

and instore shopping patterns as customers look

for the ultimate convenience.

From reserve-and-collect, to text-and-reserve

and free-delivery-to-store, Salmon has delivered

a wide range of click-and-collect models. We

have also created enhanced solutions which offer

faster speed of collection and visibility of stock

throughout the entire supply chain. Customers

also benefit from services such as a choice of

third-party locations, including local stores and

train stations.

We have worked with a huge range of back-end

systems and third-parties to continually enhance

the service for customers, and maintain optimum

operational efficiency for the merchant.

Our ExperienceSalmon has been instrumental in enabling this

now essential service since 2002, with large retail

clients like Argos, Halfords, Boots, Selfridges, Pets

at Home and Sainsbury’s.

Argos

Argos is a click-and-collect pioneer and the

UK’s second largest online retailer. We have

collaborated on numerous programmes since

2002 to ensure that Argos stays at the forefront of

multichannel retailing.

Halfords

We built reserve-and-collect, text-and-reserve

and free-delivery-to-store for Halfords. As a result,

nearly 90% of their online sales are now collected

in store.

CLICK-AND-COLLECT

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Give customers the convenience to combine the best of your online and instore shopping

experiences

In 2007 we were one of the first retailers in the UK to implement Click-and-Collect which is still in full swing today and delivering us some great results.

Clive West, Digital Director, Halfords Group“

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Our ExpertiseExtend your brand proposition and experience

to every touchpoint. Digital retailing instore

gives your customers a more targeted, individual

experience. It’s also an opportunity to convert

showrooming to sales.

Multichannel experiences should move

towards insight-driven, personalised or even

VIP experiences for visitors – whether they are

at home using a tablet, out and about on their

smartphone, or instore.

Our digital instore expertise includes:

• Click-and-collect

• Text-and-reserve

• Mobile instore, e.g. barcode scanning for rich

product information

• Instore ordering for home or store delivery

• Augmented reality

• Beacon technology

• Instore shopping apps

• Assisted shopping with members of staff

• Kiosks

Our ExperienceWith customer and colleague insight, we

investigate how to make the customer journey

shorter, simpler and seamless - for a consistent

end-to-end experience.

We help you think through and plan your

multichannel proposition. Our advice on solutions

covers real-time store stock visibility through

digital channels, front-end experience, range,

fulfilment, reporting and customer services.

To streamline your relationships with specialist

third-party suppliers, we take on the role as

the prime contract. This makes us your single

accountable supplier to manage all aspects of the

programme.

DIGITAL INSTORE

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Merge the instore experience with digital technologies to bring the best of ecommerce

across the whole customer journey

It’s taken Sainsbury’s 14 years to reach £1bn annual sales online and this new platform gives us the capacity

to double this. Salmon has been a key partner in helping us transform our digital offer, managing the overall

programme and more than ten third parties.

Jon Rudoe, Digital and Technology Director, Sainsbury’s“

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To move forward rapidly with a high degree of confidence, and learn

quickly, we advocate ‘test and learn’ for such a fast-paced area.

We work with the latest technologies, and apply workable innovations

where we see clear benefits. We will also make the most of clients’ legacy

technologies.

Image credit: estimote.com

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Our ExpertiseSocial commerce helps you empower your

customers, applying insight and knowledge to

introduce a transactional layer to social channels.

Informed customers make confident purchases

and feel more positive about your brand.

Social commerce is also an opportunity to

deepen your engagement with customers by

using personalised interactions to build brand

advocates.

Our expertise spans:

• Customer-generated content, including

ratings, reviews and recommendations

• Integrating social networks into the commerce

experience, such as ‘add this’ and Facebook

Social Graph

• Shared shopping experiences like assisted

shopping instore, virtual co-shopping or family

shopping lists

• Use of new media and rich media to support

social commerce (including fully integrated

online video, and virtual commerce)

• Social community forum integration

• Social bookmarking (or social tagging)

Our ExperienceOur consulting teams develop, manage and

implement social commerce strategies. We also

deliver processes to support social commerce

activities and advise on the integration of social

commerce as part of a wider marketing strategy,

and into multiple channels.

As a matter of course we match customer needs

against your business goals, such as conversion

rate and order value growth. As with most

matters digital, the start point is understanding

your customer needs and expectations. With

Salmon you’re tapping into more than 25 years’

experience doing this for world-leading brands.

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Social commerce brings customers together to create an interactive and engaging

shopping experience

In the launch of Morrisons Cellar we worked really well with Salmon; we developed a way

of working that ensured we got to market very quickly with a real quality product.

Ken Platt, Head of Multi Channel eCommerce Delivery, Morrisons“

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Our ExpertiseIt’s our mission to use insight to fuel personalised

journeys.

In short, we use data to deliver a VIP experience

to every aspect of your business. This allows you

to make confident decisions based on customer

insight.

Our data skills help you to capture, aggregate,

enrich, analyse and present big data. In turn you

can target your marketing budget effectively

and create a single customer view (SCV) from a

seamless flow of data. Critically, you can create

actionable changes.

Our ExperienceWe plan your data requirements early in a

commerce project. This ensures a speedy and

secure data flow to the right places and in the

right format.

In addition to interrogating multiple sources to

gain insight into buying behaviour and driving

dynamic improvements, we can also apply big

data to drive real-time events specific to users.

We offer a range of services to help you improve

commerce results through better use of data,

including:

Anonymous segmentation

Use our segmentation tools to develop

personalised journeys. You can convert

anonymous visitors to known prospects or

customers faster, whatever the channel, and

before the competition.

DATA-CENTRIC COMMERCE

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Customers expect us to use their data for a better experience. So we do just that, with

market-leading services, tools and insight to improve every moment

Our multichannel strategy is based on ensuring customers receive the very best experience to support their

specific needs at the various stages in the shopping journey. The tricky bit is bringing together all the pieces

– people, partners and systems. Salmon’s experience in these three areas was key to our decision to choose

them as our partner.

Tim Stacey, Online and Business Development Director, DFS

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Data Lab

Enter the Data Lab to test the benefits of pulling

together your big data. We help you explore your

data without actually bringing it all together, to find

solid and actionable insight. We even provide the

scientists to blend the data.

Reporting and data visualisation

We offer business intelligence analytics and

predictive analytics as a managed service. This

provides top-grade insight without the associated

infrastructure investment.

Data design

Bringing data together for an aggregated single

customer view is one challenge. How to keep it

current and consistent is another. Our database

architects and developers have the experience

to design and build databases, while our data

architectures support your marketing and

operational needs.

Data aggregation and SCV

Uncover your data’s hidden insight. We bring your

data together to create a single customer view to

sell, cross-sell and upsell intelligently.

Customer databases: CRM, SCV

We believe that understanding the background for

your single customer view requirement is key. We

find the data and develop a strategy for pulling it

together and, if necessary, create a roadmap to

develop it over time.

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International WebsitesWe help multinational companies to quickly gain a

local web presence through a single configurable

ecommerce platform.

Each international website we develop can be

controlled by your local teams to meet each

market’s tax regulation, legal, language and

currency requirements. In cases of a multiplicity of

data, such as product catalogues, you can change

these to suit each market too.

Crucially, despite the customisation, we’re able

to deploy the same overall system centrally using

one set of code, so you only have one website to

maintain.

Premier Farnell

Premier Farnell plc is a high-service distributor of

technology products and solutions for electronic

system design, maintenance and repair in Europe,

the Americas and Asia Pacific.

In a highly complex and successful project for this

B2B client, we developed 46 websites in over 30

different languages across Europe, the Americas

and Asia. We gave each market local control even

though the websites were based on the same

ecommerce platform.

The outcome of the collaboration was a new

platform for Premier Farnell that enhanced the

customer experience adding rich functionality

across its transactional sites.

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Simplify your global commerce operations with easy-to-configure local websites and

tailored international delivery

As a global multichannel business it is essential that we have a web platform that is fit for customer demands.

Salmon quickly understood our business and added huge value throughout the programme, working well to

overcome significant challenges and deliver a fantastic end result we can all be proud of.

Kevin Yapp, Chief Marketing and Strategy Officer, Premier Farnell“

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©2016 Salmon Ltd. All rights reserved. All company and product names, brands and symbols mentioned herein are brand names and/or registered trademarks of their respective owners.

For more information,email: info@salmon.comor visit: www.salmon.com

ABOUT SALMON

Salmon is a global digital commerce consultancy

– the largest in WPP’s network of companies. We

define and deliver market-changing solutions and

customer journeys for the world’s leading brands.

Established in 1989, with operations in London, New

York, Melbourne and Beijing, Salmon clients include

AkzoNobel, Argos, Audi UK, DFS, Halfords, Premier

Farnell, Sainsbury’s and Selfridges.

Salmon’s Platform Implementation brochure

complements this booklet on Multichannel

Commerce Solutions.