17
Omnichannel – Information Management Is King! Jos Schreurs, Partner @ Qhuba Schelle, November 2014
| Date post: | 08-Jul-2015 |
| Category: |
Marketing |
| Upload: | faces-of-content |
| View: | 66 times |
| Download: | 1 times |
Omnichannel – Information Management Is King!!
Jos Schreurs, Partner @ Qhuba Schelle, November 2014
The Strategy Execution Network!
The world is changing…!
2
The Strategy Execution Network!
The number of channels is exploding - !each with it’s own strengths…..and weaknesses!
• Social interaction • Product discovery • Marketing • Price-checking
Pre-Purchase
Purchase
Post-Purchase
• Cashless/cardless purchase online or in-store
• Self-checkout
• Order management • Customer service • Loyalty
Traditional Omni-channel
3
The Strategy Execution Network!
Technology dramatically changed the shopping process and experience!
4
The Strategy Execution Network!
The new consumer uses a non-linear path!How Cynthia shops
Cynthia wants a new LAPTOP
Check BLOGS and POSTS
Check with FRIENDS
Check ONLINE REVIEWS.
Check PRICES online RETAILERS.
BUY in physical store (or online If conditions would be better)
5
The Strategy Execution Network!
Moving to omnichannel to offer!customers a seamless shopping experience!
Single Channel Multi-Channel Cross-Channel Omni-Channel
The Paste
Retailer most often had only one channel,
e.g. a shop or only catalogues (mail orders)
The First Step
Channels are standalone. Customer confronted
with different assortment, prices, deals, etc.
eCommerce is separated, systems are silo-ed
The Current State
Alignment in brand experience, Assortment,
Prices, etc. Backoffice (organisation,
Systems) however not integrated
The Ambition
Consistent experience across all channels,
marketing not scattered, systems integrated,
customer has seamless experience while moving
between channels
6
Backoffice integration
(processes, systems, organisation and data)
The Strategy Execution Network!
Commerce in the omnichannel world!
Virtual Marketplaces lead to more growth and profit
Longtail to be THE place for e-shopping
Processes o Auto onboarding new products o Auto enrichment of product information o Auto data QA o Make content unique
Vendor management o Dropship capabilities o Product EAN, MPN & Brand for product
onboarding and auto enrichment o Rich product information o Contracts need extended SLA’s
Customers
consumers & professionals
Vendors
manufacturers, distributers,
retailers
Marketplace Operators
Growth
More products +
Better Prices +
Great service
Profit
No stock +
No logistics +
Less IT
7
The Strategy Execution Network!
Omni-Channel: Focus of Winners !
Uniform brand identity across channels
Customer insight across channels
Rich Product Data
Build a brand Community
Source: RSR Research
8
The Strategy Execution Network!
eCommerce is more than SEO, Webdesign, Usability, etc…content is king Product information is a key differentiator driving SEO, customer satisfaction and
shopping basked value and also reducing returns, broken order processes, etc
This impacts all parties in the value chain, from manufacturer up to distributor up to reseller and retailer.
Managing the information value chain…..growing into….
Managing the information network ecosystem
Product Informa.on
Goods Orders Financial
Manufacturers Distributors & resellers
Retailers Customers (B2B or B2C)
Product Information is differentiator in successful omnichannel strategy!
Product Informa.on
Goods Orders Financial
9
The Strategy Execution Network!
Product Information is however often stored in silo’s and scattered over the system landscape!
PUBLISH DATA & IMAGES
MANAGE DATA & IMAGES
Catalogues
Brochures
ERP
Marketing
Publishing
Supplier Supplier
Supplier
Supplier Buyers
CD
Web
Call centre
Supplier Supplier
Supplier Supplier
Supplier Product
Managers
Merchandiser
Translation agency
Core Product data
ERPs Price,
Stock, etc
ONBOARD DATA & IMAGES
§ Publica(on centric § Informa(on sca3ered over many sources
§ Non-‐standardised interfaces
§ Mul(ple data entries and duplica(on of data resul(ng in many errors
§ Long (me-‐to market
10
The Strategy Execution Network! 11
The Strategy Execution Network!
Jos Schreurs
• Omnichannel transformation • (Product) Master Data
Management • Program/Transition Management • Restructuring, reorganization,
crisis management • Management of ICT
Core Competencies
• Retail • Media • Insurance • IT services
Industry Experience
Work experience:
Qhuba: Partner Master Data Management
Office Depot (via Qhuba): • Program Manager MDM • Program Manager Content Mgt Solution
Royal Wegener • CIO and Managing Director ICT/Media • Director Business Development • Program Director common process/systems • Project Manager ICT integration
Origin (now Atos) • Project Manager Akzo IT insourcing • Account Executive Insurance Market
Digital Equipment Corporation: • various IT functions
12
The Strategy Execution Network!
The journey to product data excellence
13
The Strategy Execution Network!
§ Office Depot and OfficeMax merged in November 2013.
§ The new Office Depot is a global provider of office products, services, and solutions.
§ Worldwide sales: 17 billion § 66,000 employees across the globe § Active in 59 countries, (19 in Europe), with over
2,200 retail stores, award winning e-commerce sites dedicated Sales organisation, Call centre, email campaigns and eCats
§ Each month 330 books/45.000 unique pages/year for complex region (DACHBLX)
§ Leading brands includes Office Depot, OfficeMax, OfficeMax Grand & Toy, Viking, ATIVA, TUL, FORAY and DiVOGA.
Office Depot
14
The Strategy Execution Network!
Before the start of journey
eCommerce & Marketing Operations
15
This part of the presentation is not public.
For a personal request for this part of the slidedeck, please contact
The Strategy Execution Network! 16
The Strategy Execution Network!
Qhuba contact details!
For PIM / Master Data Management: Jos Schreurs +31.6.533.529.45 [email protected]
Wim Griffioen +31.6.512.105.51 [email protected] Creative Valley Orteliuslaan 23 3528 BA Utrecht The Netherlands www.qhuba.com
17
