Themerging ofonlineandofflineretail —whyit doesn’t have tobeaBraveheart battle

Henning Hinz,Director Sales,DACHLightspeed

Cloud-based Point of sale and eCommercesolutions

Acquired SEOshop fall 201535,000 retail, restaurant, and online retailers globally

€11 b in annual transactions

About Lightspeed

What we mean by omnichannel

How omnichannel differs from multichannel

Why you should care

What you will learn today

Omnichannel Buyer’s lifecycle

For her birthday, Emma receives a $100 gift card for her favourite local clothing retailer.1

2 She visits the store’s website and spends half the gift card on two shirts.

3 After they are delivered, she decides to keep the green one but return the orange one.

4 She walks to the store to make the return. She spends the rest of her gift card on accessories recommended by an associate, based on her earlier purchases.

5 A week later, Emma receives a personalized coupon on her mobile phone for a matching blazer - exactly what she needed.

Selling and communicating through multiple channels

Seamless experience as customers flow through online, mobile, and in-store channels

Multichannel Omnichannel

The path to purchase is rarely direct

87% ‘webroom’ or research online before purchasing

in-store

Consumers research and buy

across many devices & channels

82% consult their phones on

purchases they’re about to make in a

store

Smartphones accounted for 33%

of eCommerce traffic last year

25% ‘showroom’ or shop in-store for an item they later

buy online

Giving customers what they want

They want to browse from their mobile device, even while in-store

They want to buy online and pickup or return in-store

They are naturally combining channels as they browse, research, and buy

3 Reasons to invest in omnichannel

1More insightfulmarketing & sales data

• Recognize customers

• Personalize outreach

• Increase transaction sizes

• Measure ROI

2Seamless customerexperiences• Stronger brand recognition

• Unbroken buying continuum

• International & 24/7 expansion

• Cross-channel opportunities

Unified storeoperations

• Breakdown silos in your organization

• Integrated inventory

• Integrated reporting

3

Summary: The promise of omnichannel

End-to-end view of the customer

Stronger brand recognition

Consistently great customer experiences

Seamless data management

Conclusion

“You want customers? You need to get them where they are, and where they are is everywhere. You’d best be too.”

– Karen Goulart, Tech Target

Thankyou!

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