lightspeed jean paul chauvet
TRANSCRIPT
The omnichannel realityThe “no compromise” approach to retail
What it means to be
omnichannel
A few months ago, I was interested in buying an electric bike.
I went online and started doing some research.
After reading some blogs, reviews, and a bit of web-rooming, I decided that I wanted a Solex.
I googled Solex Montreal and found a bike shop outside of Montreal
whose inventory carried the one that I wanted.
I reserved the bike online and over the weekend, visited the store.
At the store, I took it for a spin and inspected the bike. The bike store owner was
knowledgable and answered all the questions I had. In addition to the bike, he also
sold me a few accessories.
Three months after I had purchased, I received an email from the bike store
reminding me that it was time to get my bike serviced!
This is the omnichannel experience
and how modern shoppers shop.
Whether you’re online or in-store – it’s
all one fluid retail experience.
One more thing…
The other day I was biking past a bike shop 300 yards from my house.
I went in and they had a large selection of e-bikes, including the one I bought.
Since their inventory was not exposed and they did not have online presence, I
did not know they existed!
Conclusion: That store lost a sale
Consumers research and buy
across
many devices & channels
consult their phones
on purchases they’re
about to make in a store
‘showroom’ or shop
in-store for an item
they later buy online
of eCommerce
traffic comes from
smartphone users
or research online before
purchasing in-store
I don’t have an online store
Profile
I have a brick-and-mortar store that has no
online presence. There are not enough hours in
the day, and I lack the technical knowledge to
manage an online store
Consequence
Reach is limited to foot traffic, loss of sales!
Profile
I am a retailer with a brick-and-mortar store that also sells
online, but the two systems are not integrated. I waste time
managing two systems and am unable to give my customer
a seamless shopping experience.
Outcome
Poor customer experience, missed sales opportunities and
operational mistakes due to a poorly managed back office.
I sell in multiple channels that aren’t integrated
Profile
I am a retailer with a brick-and-mortar store and
an eCommerce solution that are not deeply
integrated.
Outcome
Issues with scalability and store operations that
are not 100% streamlined and optimized.
I have a poorly integrated offline and online store
• Recognize customers
• Personalize outreach
• Increase transaction
sizes
• Measure ROI
MORE INSIGHTFULMARKETING & SALES DATA
• Stronger brand recognition
• Unbroken buying continuum
• International & 24/7 expansion
• Cross-channel opportunities
SEAMLESS CUSTOMEREXPERIENCE
• Integrated inventory
• Integrated reporting
• Centralized sales data
UNIFIEDSTOREOPERATIONS