Omnichannel Challenges & Understanding the Omnichannel

OMNICHANNEL

CHALLENGES

Property of Relational Solutions, Inc. By Janet Dorenkott February 2015

JANET DORENKOTT, BIO

• Over 20 years of experience in information technology.

• Founded Relational Solutions in 1996 and co-owns with Rob York.

• Contributing author in “The Essentials of Shopper Technology”

• Contributing author in “New Directions in Shopper Technology”

• Member of Retailwire’s Braintrust

• Founder of the Demand Signal Repository Institute on LinkedIn.

• Participated in the implementation of over 200 data warehouse and BI projects for companies

that include Chrysler, Chase, Timken, Xerox, Glaxo, Smuckers, P&G and many others.

• Selected in CIO Review as “Most Promising Big Data Companies”

• NEOSA “Best Software” Nominee

• Named CIO Magazine’s “Top 50 Big Data Solution Providers”

• CGT “Readers Choice Award” for Business Analytics


GOALS FOR TODAY

• Defining the Omnichannel

• Omnichannel & Big Data are NOT the same

• Omnichannel is “Disruptive”… what’s next?

• Issues Facing

• Retailers

• Manufacturers

• Consumers

• Understanding how to use Omnichannel data in an enterprise architecture


The Omnichannel

Omni/Channel

Omni-channel

Omni Channel

Channel

Omni

OmniChannel


The Internet of Things



37Copyright © 2014 . Valeria Maltoni

commerce

Customer

service

ONLINE +

IN STORE

Store Apps, In-store Offers, Shipping Options,

Text Messages, Coupon Offers, Reviews,

Complaints, Etc.


WHY ONLINE SHOPPING IS GROWING


Today Branding is Real Time!


Great Service is a must – and now a matter of public record.

18Copyright © 2014 . Valeria MaltoniProperty of Relational Solutions, Inc. By Janet Dorenkott February 2015

Ac

co

un

tin

g

Sh

ipm

en

ts

Ord

er

Pro

ce

ssin

g

Ma

nu

fac

turin

g

Big

Data

Photo’s

Syndicated Data

EDW

CRM

Segment

Panel Data

Wholesaler, Distributor & Broker

Promotion Results

Web Logs

Currency Conversion

Weather Trends

EDI Retailer POSWeb Logs

3rd Party Data

Click

Stream

Audio

Textual

Content

Reputation

Managemen

t

Video

Social Media

Chatter

Blogs

Location Info

3-D

Content

Schmatics

Geo-Spacial

Speech to Text

SMS/MSS

Demographics

Loyalty

Emerging Market

Big Data, Omnichannel or Both?

RFID

QR

Codes

Photo Tag’s

Mobile

Payments

E-Offers/Coupons

NFCMobile Tracking



BIG DATA ALSO INCORPORATES

INTERNAL DATA USAGE!

Sales Teams

Education

Category Mgrs

Analysts

Finance

Order Entry

Maintenance

Management

R&D

Logistics

Administrators

Call

Center

Marketing

Manufacturing

HR

Social

Media

IT


WHAT’S NEXT IN THIS DISRUPTIVE PHASE?


Omnichannel:

Posing New Problems for ALL CPG

Manufacturers, Retailers &

Customers



Shop On-Line

Come on

In!

Download Our

App! Give Us Your

Opinion

Customer

Service

Visit our

Website!

Find what

you’re

looking

for!

Compare

Prices

Ask Your Friends

Advise

Who Else

Has This

Item?

Informed, Cost-

Sensitive, Buyers Can

Easily Leave You


al

How Can You Know Your

Customer?


Create your

Customer

Journey Map


WHAT MAKES USING OMNICHANNEL DATA SO DIFFICULT?

Walmart

E-Commerce

Flat File

EDI

CVS

Amazon

Walgreens

Ahold

SpectraAS2

IRI

Rite Aid

Kroger

Staples

Lowes

TXT

Market Data

Home Depot

Geo/QR/Web

Social

Multiple Retailers provide

Varying Data Elements

Missing Data/Recast Data/UPC

issues

Hierarchies/Granularity/

Calendars

Different Formats

Inconsistent Week End Dates

NielsenWhere do you get it?

How much does the data cost?

Different Frequencies


The Requirement: Integrating &

Harmonization of Data

POS

Database

Walgreens

Streamline Data

Gathering

CVS

Shipments

Nielsen

Kroger

IRISam’s

Amazon Walmart

Metro

RiteAid

E-Commerce

Better Insights &

More Productive

Meetings Faster Access to

more Reliable

Information


Info

rma

tio

n

Time

R I SK

10 Days

Earliest Point

when

an Accurate

Decision

can be made

Amount of

Information Needed

to make an

accurate decision

How Long Does it take to React?

Time Intensive Data Gathering


Info

rma

tio

n

Time

LOW

RISK

Additional Information

Available when

integrated Amount of information currently

available to make a decision

1 Day

Increased

Employee

Productivity

Earliest Point when

an Accurate

Decision

can be made is

now 1 day

Faster, More Reliable, Consistent

Information


TO KNOW YOUR CUSTOMER

Access

Analyze

Act

Listen

Engage

Inform

Offer


KNOW YOUR SOCIAL REPUTATION


KNOW WHERE YOUR SENTIMENT IS COMING FROM


THANK YOU

Follow Relational Solutions on LinkedIn & Facebook

Relational Solutions Twitter name is @POSMARTBLUESKY

@JanetAtRSI

@SmartSuiteBree

@RSIKarenK

Join OUR “Demand Signal Repository Institute”

Join the “Big Data Association” Group on LinkedIn

Subscribe to the Relational Solutions channel on YouTube

Visit us at www.relationalsolutions.com

Follow me on LinkedIn, Email [email protected]

Call at 440-899-3296 x225


http://www.relationalsolutions.com/

mailto:[email protected]

Date post:	17-Jul-2015
Category:	Technology
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