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E-commerce Berlin Expo - Lightspeed - Henning Hinz

Date post: 14-Apr-2017
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The merging of online and offline retail —why it doesn’t have to be a Braveheart battle Henning Hinz, Director Sales, DACH Lightspeed
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Page 1: E-commerce Berlin Expo - Lightspeed - Henning Hinz

Themerging ofonlineandofflineretail —whyit doesn’t have tobeaBraveheart battle

Henning Hinz,Director Sales,DACHLightspeed

Page 2: E-commerce Berlin Expo - Lightspeed - Henning Hinz

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

Page 3: E-commerce Berlin Expo - Lightspeed - Henning Hinz

What we mean by omnichannel

How omnichannel differs from multichannel

Why you should care

What you will learn today

Page 4: E-commerce Berlin Expo - Lightspeed - Henning Hinz

Omnichannel Buyer’s lifecycle

Page 5: E-commerce Berlin Expo - Lightspeed - Henning Hinz

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

Page 6: E-commerce Berlin Expo - Lightspeed - Henning Hinz

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

Page 7: E-commerce Berlin Expo - Lightspeed - Henning Hinz

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

Page 8: E-commerce Berlin Expo - Lightspeed - Henning Hinz

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.

Page 9: E-commerce Berlin Expo - Lightspeed - Henning Hinz

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

Page 10: E-commerce Berlin Expo - Lightspeed - Henning Hinz

Selling and communicating through multiple channels

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

Multichannel Omnichannel

Page 11: E-commerce Berlin Expo - Lightspeed - Henning Hinz

The path to purchase is rarely direct

87% ‘webroom’ or research online before purchasing

in-store

Consumers research and buy

across many devices & channels

Page 12: E-commerce Berlin Expo - Lightspeed - Henning Hinz

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

Page 13: E-commerce Berlin Expo - Lightspeed - Henning Hinz

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

Page 14: E-commerce Berlin Expo - Lightspeed - Henning Hinz

3 Reasons to invest in omnichannel

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1More insightfulmarketing & sales data

• Recognize customers

• Personalize outreach

• Increase transaction sizes

• Measure ROI

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2Seamless customerexperiences• Stronger brand recognition

• Unbroken buying continuum

• International & 24/7 expansion

• Cross-channel opportunities

Page 17: E-commerce Berlin Expo - Lightspeed - Henning Hinz

Unified storeoperations

• Breakdown silos in your organization

• Integrated inventory

• Integrated reporting

3

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Summary: The promise of omnichannel

End-to-end view of the customer

Stronger brand recognition

Consistently great customer experiences

Seamless data management

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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

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Thankyou!

www.lightspeedhq.de

Visit us at


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