This is my presentation from the recent Figaro Digital Conference at The Royal College of Physicians in London. Omnichannel is an important new principle for me. My agency, Equator was always been an integrated one. Omnichannel is about deeper integration of channels to free consumers up to access them in whatever way suits them. At Equator, we are already working on strategic Omnichannel initiatives with retail, hospitality, utility and finance businesses. I talked about, in a pecha kucha style, the basic principles of Omnichannel, why I think Omnichannel is important and how it can make business more profitable.
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@JAMESJEFFERSON EQTR.COM
Omnichannel
Omnichaos
Achieve
Without creating
@JAMESJEFFERSON EQTR.COM
Omnichannel
Omnichaos
Achieve
Without creating
Presenter
Presentation Notes
Hello. talk about Omnichannel new concept promises a lot integrating customer-facing touchpoints into a single experience early days little consensus: what it means how to implement it successfully bring a little clarity to it How to avoid omnichaos at least.
@JAMESJEFFERSON EQTR.COM
Adam Me
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Presentation Notes
For those that don’t know me from Adam… I’m James Jefferson I am Creative director and one of the co-founder of Equator, Started in my front room nearly 14 years ago, now with over 100 people in Glasgow, New York and Kiev. Everything we do is about integrated strategies founded on deep consumer insights.
@JAMESJEFFERSON EQTR.COM
Omnichannel. A new buzzword.
Single Multi Cross Omni
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Presentation Notes
So in simple terms. What IS Omnichannel Well, no.1, it’s new buzzword – And don’t us geeks just love a new buzzword! Omnichannel was born, 2009 report by IDC Retail Insights Connected and mobile consumers using channels in a much more fluid way, Expecting a lot more intelligence from them.
@JAMESJEFFERSON EQTR.COM
Customer over
channel
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Important - Another win for the consumer Previous strategies: airtime to devote to each channel based on business need. These decisions still exist, but omnichannel puts the consumer in control. THEY now choose what channel best suits their goal. So brands now need to satisfy consumers’ individual needs, activities and preferences Independent of channel.
@JAMESJEFFERSON EQTR.COM
Omnichannel makes more money. Simple as that.
Stats: IDC Retail Insights, SD Retail Consulting, Wall Street Journal (Not made up!)
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So why should it be important to businesses? Simple. Omni-channel shoppers spend up to 30% more than multi-channel shoppers. But its still early days for Omnichannel Less than 1/3 of retailers allow online orders to be picked up in stores; 1:5 have mobile commerce; 80% aren’t training staff to handle purchases from multiple channels. So, there’s an opportunity for brands to get an edge, as well as happier customers and bigger profits.
@JAMESJEFFERSON EQTR.COM
ways to suck at it. 1 2
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REPEATED --- So, there’s an opportunity for brands to get an edge, as well as happier customers and bigger profits. Doing Omnichannel properly can be complicated too many opportunities to list all of them today. the top 12 ways to suck at Omnichannel What NOT to do if you want to avoid Omnichaos. - So here goes…
@JAMESJEFFERSON EQTR.COM
Treat your customers like strangers.
No.1
Presenter
Presentation Notes
Seamless personalisation Probably the most important ingredient of omnichannel success Connecting the customer experience across all touch points – Their inspiration, shopping lists, purchase, delivery, after sales, advice loyalty And brand experience Wherever they are and on whatever device they choose.
@JAMESJEFFERSON EQTR.COM
Keep your comms channel specific.
No.2
Awareness Interest Desire Action Support Advocacy
BRAND DISPLAY
TACTICAL DISPLAY
WEBSITE
SEARCH
SOCIAL
IN-STORE
SOCIAL
Presenter
Presentation Notes
Omnichannel is all about giving the customer freedom to choose their own route through your channels. In the past you might have created a strategy diagram like this. But consumers don’t see channels, they seek solutions To create the most powerful connections, channels have to perform in as many stages of the sales process as they can.
@JAMESJEFFERSON EQTR.COM
Keep your comms channel specific.
No.2
Awareness Interest Desire Action Support Advocacy
BRAND DISPLAY
TACTICAL DISPLAY
WEBSITE
SEARCH
SOCIAL
IN-STORE
Presenter
Presentation Notes
Omnichannel is all about giving the customer freedom to choose their own route through your channels. In the past you might have created a strategy diagram like this. But consumers don’t see channels, they seek solutions To create the most powerful connections, channels have to perform in as many stages of the sales process as they can.
@JAMESJEFFERSON EQTR.COM
Keep your comms channel specific.
No.2
Awareness Interest Desire Action Support Advocacy
BRAND DISPLAY
TACTICAL DISPLAY
WEBSITE
SEARCH
SOCIAL
IN-STORE
Presenter
Presentation Notes
Omnichannel is all about giving the customer freedom to choose their own route through your channels. In the past you might have created a strategy diagram like this. But consumers don’t see channels, they seek solutions To create the most powerful connections, channels have to perform in as many stages of the sales process as they can.
@JAMESJEFFERSON EQTR.COM
Bend customers Around your old crm tech.
No.3
Presenter
Presentation Notes
Omnichannel goes deeper than marketing. Supply chain strategies - rethought to match this paradigm shift. Designed around real customer insights. Difficult questions - of systems and processes. E.G. Can we allow customers to return online purchases to any store? Are online and offline rewards and loyalty programs integrated?
@JAMESJEFFERSON EQTR.COM
Change your beliefs for each conversation.
No.4
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Brand strategy also has an effect on Omnichannel success. Memorable, shareworthy experiences consistent across all channels. Staff - empowered to share the brand at all touch points. Advocates - inspired to spread your values in the social sphere.
@JAMESJEFFERSON EQTR.COM
Never talk to your customers.
No.5
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Omnichannel is inherently social. Links pre-sales experiences > sales > post-sales journeys. Relies on personalization. Connect to the social sphere. Customers need a single profile across all platforms. Use social/apps as the start-point for this - Incentives, or at least a precedent of login Deliver great content and helpful features. And above all, engage in conversation.
@JAMESJEFFERSON EQTR.COM
No.6
Never listen to your customers.
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The conversation isn't just about brand building and sales. optimising overall touchpoint network. so much complexity, Always-on wire into your customers How well it’s working What improvements
@JAMESJEFFERSON EQTR.COM
Implement Tech Because Its Cool.
No.7
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Being an Omnichannel business is about principles and customer services, Not about machines. I love tech as much as the next guy, Start with deep customers insights Determine steps to improve customer value Implement the tech to get you there.
@JAMESJEFFERSON EQTR.COM
Leave staff to their own devices.
No.8
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Most businesses need to get a heck of a lot smarter. The customer is connected 24/7, Business needs to be too. Staff need to know about the customer that's just walked through the door. The right incentives are a really important part of this Channel independent Increasing channel use Will pay dividends.
@JAMESJEFFERSON EQTR.COM
Keep your team in Silos.
No.9
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Building Omnichannel initiatives requires: Deep understanding of many parts of your business. Toward agile, collaborative structure - vital Create cross-disciplinary project teams Successfully join the dots. And play to the strengths of each channel.
@JAMESJEFFERSON EQTR.COM
Partner with loads of specialists.
No.10
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In the same way that internal team structure ought to develop, Agencies you partner with… Traditionally organized by competencies and channels. Omni-channel demands a cross-functional team structure Finding partners that think in a joined-up way is important Finding partners that work openly and collaboratively together is vital.
@JAMESJEFFERSON EQTR.COM
Aim for perfection before launching anything.
No.11
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So the principles behind Omnichannel are quite simple Complexity - wiring it up - surprising. success - get started Test and refine strategy. Start by pairing channels – and measuring results. Test and adopt new platforms/channels fast. OPTIONAL --- There’s so many… spotify, pinterest, polyvore, smart tv, foursquare, game consoles, siri.
@JAMESJEFFERSON EQTR.COM
Avoid accountability at all costs.
No.12
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Every new initiative should be accountable Set KPIs for performance Process for – performance Review and Enhancement. Quantitative measurement Analytics across all platforms Attribution-based analysis Qualitative methods Benchmarking Brand affinity Upgrading mystery shoppers to mystery brand experiencers
@JAMESJEFFERSON EQTR.COM
In sum 1. Single customer view across all touch points.
2. Make all-channels connect to every stage of purchasing.
3. Design processes around customer insight.
4. Distil brand values and align everyone in the company.
5. Engage in open conversation & deliver remarkable content & features.
6. Build a customer feedback community.
7. Put the customer before the tech.
8. Enable staff with smart tech.
9. Build multi-skilled teams.
10. Choose integrated, open partners.
11. Release, Test & Refine.
12. Make everything accountable.
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So to sum up… Here’s my top 12 ways to avoid Omnichaos not exhaustive. Getting these basics right - stand you in good stead. The result: Richer, more effective experiences for consumers. Freedom for consumers to interact in ways that meet their needs. Ultimately - deeper engagement and better results.
@JAMESJEFFERSON EQTR.COM
WE ARE OMNICHANNEL
Retail Finance Utilities Hospitality
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We are currently working on Omnichannel initiatives several sectors: Retail Finance Utilities Hospitality Represents something I believe passionately in In DNA of Equator since day 1: That integration & insights = a more effective consumer experience. Hope I’ve inspired – about implementing Omnichannel.
@JAMESJEFFERSON EQTR.COM
Thank you! Lets talk.
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I AM Omnichannel… If you’re interested in knowing more Find me pretty easily online. I’m offline too – you can actually speak to me after this! twitter handle tweet to me… …or about me. Love to hear your thoughts & experiences Thank you so much for listening! Thank you!
