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Click here to go to the recorded webinar in Brighttalk From Clicks to Bricks and why Physical Stores Matter More than Ever August 6, 2015
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Click here to go to the recorded webinar in Brighttalk
From Clicks to Bricks and why Physical Stores Matter More than Ever
August 6, 2015
Today’s presentation is available to download on
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Elena Martinez Retail Specialist
Elena-Martinez
More than 10 years experience in IT sector
M.Sc. Telecommunication Engineering, M.Sc. Master in Information, Communication and
Audiovisual Media Technolgies
International Project Manager, Researcher
In Openbravo since 2008 International Project Manager
Retail Specialist
Today’s Presenter
Introduction
Why pure online retailers are going
physical
Physical stores matter today more than
ever
Key Takeaways
Q&A
Agenda and Goals
Trusted Vendor
5
World leader in the Professional
Open Source Enterprise Software
Space
Focused on helping midsize to large
organizations to achieve superior
competitiveness
Present on all continents
Pure channel organization with a
distribution network of authorized
Openbravo Partners
Offices in India, Mexico, France and
Spain
Online-Only Retailers Going Physical
Founded in 2010, Warby Parker started as pure online retailer.
They opened their first store in 2013.
"As awesome as the internet is,
somebody can
experience a brand
in a physical setting in a way that no
digital experience
can replicate."
"In five years when
people use the term
"retail,' it'll mean both
physical and e-commerce. The
phrase ‘e-
commerce’ won't
even be used any
more.”
Source: Warby Parker
His mid-term vision… Blumenthal’s words (WP founder):
Vision and Strategy
Which are the reasons for these pure online retailers to
opening brick-and-mortar stores:
• Improve customer
experience, where digital
can’t reach
• Reinforce the communi-
cation message & connect
with the customer
• Offers gravitas to the brand
and more exposure
• Pop-up stores & show-rooming phenomenon
• Increase customer loyalty
and sales Source: Warby Parker
Which are the drivers?
Birchbox is another pure play gone
“destination”. Destination brand was
originally pioneered by Genius Bar of
Apple
Source: Apple
Source: Birchbox
The challenge here is to transform
the physical store as a place to feel,
touch, listen and BUY and create
seamless brand experiences
Challenge: Create Destination Brands
Focus on delivering multichannel retail experience and seamless shopping experience will be key for success:
• Ability for customers to pick up and return online orders in store • Offer consistent pricing and promotional offers across channels • Ability to synchronize the data from online and offline stores
• Flexibility options in the delivery
• Customers need to feel that
they are valued and
remembered, regardless of which channel
• Customer service “ninjas” who
will respond to online inquiries
via chat, email or phone
Source: Bonobos
Keys for Success
Retail IT landscape is constantly evolving and customers are increasingly demanding experimental experiences. Some of the benefits of having physical stores and related to the concept of providing a seamless cross-channel shopping are:
Create a more emotional connection by appealing to the five
human senses, and that’s possible with face-to-face service
• Physical stores act as distributed fulfillment centers,
serve online orders from stores So retailers are embracing ship-from-
store more than ever before service same day delivery at low cost
• Offer click-and-collect
• Increase up-selling opportunities
Benefits of Physical Stores
© 2015 Openbravo Inc. All Rights Reserved
Speed
© 2015 Openbravo Inc. All Rights Reserved
Speed
Convenience
© 2015 Openbravo Inc. All Rights Reserved
Speed
Convenience
Personalization
© 2015 Openbravo Inc. All Rights Reserved
The real challenge
becomes to do
more and faster
© 2015 Openbravo Inc. All Rights Reserved
Omnichannel
is becoming a
more difficult goal
© 2015 Openbravo Inc. All Rights Reserved
Despite of the exponential
growth expected in e-
commerce and m-
commerce, physical stores will
remain driving sales in the
coming years (>95% of total
sales)
The role of the brick and
mortar store is evolving from
being a destination of
commerce to being a hub of
omnichannel customer
engagement
Openbravo Infography, 2014
Physical Stores Matter More than Ever
In this transformation
Mobile is becoming
the real driving force
© 2015 Openbravo Inc. All Rights Reserved
POS have Transitioned from a Store Machine…
Customers and Employees
Engagement
Business Agility
Store Operational Excellence
Visibility and Insight
That helps providing the promise of a truly seamless shopping experience
… into a Complex Store Brain
Customers and Employees
Engagement
Business Agility
Store Operational Excellence
Visibility and Insight
Customers and Employees Engagement
Data from Answers™ Experience Index (AXI): 2014 U.S. Retail Edition and The Answers™ American Employee Study.
Image taken from Eric Feinberg post, Jan 20, 2015
Customers and Employees Engagement
Nearly 300% more retailers plan to deploy
mobile POS in the next two years
Approximately 200% more retailers plan to use
geolocation within three years
350% more retailers plan to support NFC
payments by October 2015
Source: 2015 POS/CUSTOMER
ENGAGEMENT BENCHMARKING SURVEY
Top Technologies Providing Maximum Impact in the
Stores
Mobile POS
Named or anonymous
transactions.
Customers creation
and management at
the POS.
Customer Management
26
Back
Assisted Sale
27
Information to
associates about
applicable
discounts and
promotions.
Search by product
characteristics.
Information about
complementary
products and best
sellers. Back
Loyalty & Gift Cards
Customers and Employees
Engagement
Business Agility
Store Operational Excellence
Visibility and Insight
Stores Operational Excellence
Inventory Visibility
Pick-Up & Delivery Flexibility
Security and Fraud Control
32
Improve operational and fraud control
with manager’s approvals.
Complete support to opening and closing
store and terminals including control of
cash differences. Back
Customers and Employees
Engagement
Business Agility
Store Operational Excellence
Visibility and Insight
Visibility & Insight
Embedded Retail Analytics
34
Out-of-the-box pre-
defined analytical
reports.
Capacity to create
new cubes and
dashboards.
Embedded query
widgets in your
workspace.
Back
Customers and Employees
Engagement
Business Agility
Store Operational Excellence
Visibility and Insight
Business Agility
Failure to anticipate and respond to changing consumer preferences in a
timely manner could result in a decline in our sales.
Source: BEST BUY FISCAL YEAR END FEB-1 2014, FORM 10-K (Factor Risks section)
We may not be successful in expanding our business, opening new retail
stores or extending our existing store leases.
Source: URBAN OUTFITTERS FISCAL YEAR END JAN-21 2014 FORM 10-K (Factor Risks section)
If we cannot successfully implement our retail store expansion strategy, our
growth and profitability would be adversely impacted.
Source: CABELA’S FISCAL YEAR END DEC-28 2013 FORM 10-K (Factor Risks section)
Business Agility
“A legacy system is any system that is not
sufficiently flexible to meet changing
business needs“
Business Agility
Easy to Deploy
© 2015 Openbravo Inc. All Rights Reserved
Easy to Maintain and Adapt
39
Search for new modules in the
central repository or your file
system and check the installation
history.
Install, uninstall and disable modules, scan
for updates and check module information.
Back
Easy to Learn and Use
40
Back
The Future
Next steps
Single Commerce Platform
More Speed
More Convenience
More Personalization
© 2015 Openbravo Inc. All Rights Reserved
Closing the Loop
Web: www.openbravo.com/contact
Email: [email protected]
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Thank you very much
for your attention
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