Omnichannel  -­‐  5  success  factors  

Tomek  Karwatka,  Divante.co  

How  have  we  gained  our  know-­‐how  

50.000.000  EUR    one  year  aCer  launch  

Increase  in    conversion  by  46%  

More  than  2  million    users  per  month  

TOP  3    in  Germany  

TOP  3    in  the  Netherlands  

Double-­‐digit  growth  of    the  loyalty  program  rates    

Omnichannel  =  USP  

•  Omnichannel  oCen  consRtutes  the  Key  Brand  DifferenRator  •  Omnichannel  Customer  Experience    •  Omnichannel  iniRaRve  most  oCen  comes  from  the  Head  of  

MarkeRng  •  Unfortunately,  CMO  =  no  strong  Res  within  the  organizaRonL  

ExpectaRons  vs.  possibiliRes  Client  

•  71%  expect  to  check  the  availability  of  goods  online  

•  50%  expect  to  buy  online  and  pick  up  in  store  

•  13%  won’t  visit  the  store  if  if  they  can’t  check  availability  

•  59%  -­‐  shipping  costs  discourage  from  buying  online  

Retailer  •  only  32%  have  basic  c&c  funcRons  

and  checking  product  availability  •  only  6%  have  no  major  problems  

with  channel  integraRon  •  the  possibility  of  using  stores  for  

delivery  and  returns  

Customer  Desires  Vs.  Retailer  CapabiliRes:  Minding  The  OmniChannel  Commerce  Gap,  Forrester    

ExpectaRons  vs.  possibiliRes  Client  

•  69%  of  customers  expect  that  a  shop  assistant  has  access  to  informaRon  about  the  product,  stock  and  online  offers  -­‐  mobile  in  use  

•  Save  the  Sale  -­‐  45%  of  consumers  will  agree  to  an  order  with  free  delivery  if  the  product  is  not  in  store  

•  1  s  delay  in  website  loading  reduces  the  conversion  by7%  

Retailer  •  only  39%  of  retailers  have  such  

possibiliRes  

•  only  32%  have  such  possibiliRes  

•  only  15%  of  businesses  can  guarantee  a  fixed  performance  of  applicaRons  

hbps://blog.kissmetrics.com/loading-­‐Rme/,  BT  Expedite,  The  applicaRon  gap  in  Retail,  Customer  Desires  Vs.  Retailer  CapabiliRes:  Minding  The  OmniChannel  Commerce  Gap,  Forrester    

Board  Engagement  •  What do you expect:

–  consistent pricing, order and return policy –  all retail stores in a coherent strategy –  systems integration –  trainings / coaching –  ultimately one P&L

•  Conferences •  Reference visits

TIM  –  one  of  the  biggest  implementaRons  of  Omnichannel  Commerce  in  B2B.  The  Board  held  meeRngs  with  employees  in  all  branch  offices,  explaining  the  process  of  digital  transformaRon  of  the  company.  

Team  

•  eCommerce  Manager  –  How  to  recruit:  

hbp://divante.co/blog/find-­‐top-­‐ecommerce-­‐manager/    

•  IT  team  –  How  to  create:  

hbp://divante.co/blog/build-­‐it-­‐team-­‐part-­‐1/      

Vision  and  strategy  

70%  of  customers  with  successful  eCommerce  has  developed  a  wriben  eCommerce  strategy    

Divante  own  data  

Resources  and  division  of  powers  

9  

eCommerce  

Divante   Missing  resources  

•  Project  coordinaRon  •  Offer  management  •  Content  creaRon  

•  Product  descripRons  •  Ensuring  integraRon  with  IT  

systems  •  Development  

•  CoordinaRon  •  Offer  •  Content  

 •  Project  coordinaRon  •  Content  creaRon  

•  Video  •  Advice  •  ArRcles  •  Blog  •  Social  Media  

 •  CreaRng  offers,  promoRonal  acRvity,  markeRng  strategy  •  Content  creaRon  

•  Designing  interacRon  •  Plahorm  implementaRon  •  Development  

•  Programming  •  Improving  •  MarkeRng  

•  PIM  implementaRon  •  CRM  implementaRon        

•  Designing  interacRon  •  Plahorm  implementaRon  •  Development  

•  Programming  •  Improving  •  MarkeRng  

•  ImplementaRon  of  sales  acRviRes  

•  MarkeRng  for  the  Knowledge  Base  

•  CRM  System  (Divante)  •  PIM  System  (Divante)  

•  Social  Media  (Divante)  •  Content  (Klient)              

•  SEO  (Klient)  

Client  

Knowledge  Base  

eMarkeRng  

IT  architecture  –  we  have  gathered  knowledge  about  the  IT  architecture  of  successful  Omnichannel  projects  

Omnichannel  Open  IT  Architecture  

hbp://divante.co/blog/build-­‐it-­‐team-­‐part-­‐1/    

Open  IT  Architecture  

•  Joint  IT  team  working  in  SCRUM  

•  Market  standards  -­‐  security,  support,  audit  

•  Readymade  modules  –  very  useful  in  new  markets  

•  CoopeRRon  –  unique  for  Magento  

–  CooperaRon  +  CompeRRon  –  hbp://divante.co/blog/e-­‐

coopeRRon/    

Development  process:  SCRUM  +  T&M  •  Omnichannel  is  a  process,  not  a  box  •  Flexibility  of  creaRng  a  team  for  specifc  purposes  •  The  real  joint  control  over  a  number  of  funcRons,  Rme,  quality  •  No  unpredictable  acceptances  and  approvals  •  Working  on  a  real  product,  not  an  imaginary  one  •  No  falling  into  bureaucracy  -­‐  work  rules  defined  only  once  

Summary  

ü  Board  Engagement  ü  Team  ü  Vision  and  Strategy  ü  IT  Architecture  ü  Development  process  

Thank  you  for  your  abenRon  hbp://divante.co