Winning in the Omni-channel Blur

November, 2012

Steven DennisSageBerry Consulting &SMU/Cox School of Business

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Steven Dennis: Who is this guy?

• President, SageBerry Consulting, a boutique consulting firm focused on customer-driven growth and marketing strategy for retail and luxury/fashion brands

• Executive-in-Residence at SMU’s Cox School of Business

• Before founding SageBerry in 2009, Senior Vice President, Strategy, Business Development & Marketing, Neiman Marcus Group

• Prior senior leadership roles at Sears/Lands’ End, NutraSweet, Booz & Co.

• BA, Tufts; MBA, Harvard2

Key Themes

1. A constantly connected—increasingly in-charge—

consumer

2. Multi-channel morphing to omni-channel

3. The death of the traditional purchase funnel

4. The age of conversation, collaboration & transparency

5. Like social, love mobile

6. Think “Me-tail”

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The constantly connected--increasingly in-charge– consumer . . .

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This year 468 MM smart-phones and 64MM tablets will be sold (Gartner)

The constantly connected--increasingly in-charge– consumer . . .

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Sharing

The constantly connected, increasingly in-charge, consumer . . .

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Generating and Checking Reviews

The constantly connected--increasingly in-charge– consumer . . .

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Validating Prices

The constantly connected--increasingly in-charge– consumer . . .

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And Sometimes Naming Their Own Price

During the past decade, channels have thrived largely based on their distinct benefitsDigital Retail Advantages• Rich data• User reviews• Expert advice• Global network• Broad choices• Low prices• Easy shopping anytime, anywhere

Physical Retail Advantages• Feel and try• Edited choices• Instant delivery• Simple returns• Social event• Real people• Physical help

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With digital retail gaining share . . .

But the lines are rapidly blurring . . .

The traditional purchase funnel is dying . . .

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Consumers now engage in an “omni-channel blur”

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A New Age: Conversation, Collaboration & Transparency

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Social Media:The vehicle, not the destination

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Increase Awareness

Engage in New Ways

Build Trust & Loyalty

Enhance Your Brand

Improve Search Visibility

Transact

Social commerce is growing rapidly, but is projected to remain relatively small

93.4% US CAGR

“F-commerce” appears to be losing momentum

• Only 27% of consumers say they are willing to make a purchase on social networking sites

• JC Penney, Nordstrom, Gap & GameStop have all recently closed their Facebook shops

• Current concern is slowness of FB apps and adaptation to mobile environments

• Burberry, MAC and others have had success using Facebook to drive consumers to their websites

• ROI remains difficult to measure

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Mobile Commerce:Today “Bricks & Mobile” is pretty basic

Very soon, mobile will revolutionize retail

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Enables smarter “pre-shopping”

Enhances the in-store experience

Brings “Me-tail” to life

Mobile commerce is experiencing rapid adoption

• Dramatic growth in smartphones and tablets

• Explosion of new retailer and 3rd party applications

• Comparison shopping on a mobile device while in store has become the #1 mobile behavior across all ages and genders

• An estimated 72.8 MM mobile users will research or browse items on their phones this year

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Mobile Commerce:Becoming a significant sales—and sales influence-- channel

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Me-tail: Treat different customers differently

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2323

Customer-centric growth strategies embrace the concept of treating different customers differently

1Deep Customer

Insight

2ActionableCustomerSegmentation

3RobustAnalytics

4CustomerSpecificStrategies

To sum up . . .

1. The power is shifting radically from brands to consumers

2. More and more, the blended channel is the only channel

3. Digital retail creates exciting new capabilities to transform the customer experience

4. “Me-tail”—delivery of more relevant and personalized products and experiences—will emerge as a key differentiator

5. And mobile is becoming a major driver

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Q & A

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Contact Information

Steven DennisPresident and FounderSageBerry Consulting100 Highland Park Village, Suite 200 Dallas, Texas 75205www.sageberryconsulting.com Phone: (214)-520-6555Email: steve@sageberryconsulting.comBlog: http://stevenpdennis.wordpress.com

SMU/Cox Office: Fincher 410C

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