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How to Design an Omni-Channel Experience
Sean Van Tyne
ProductCamp SoCal 2014Saturday, November 15
Anaheim, CA
Single ChannelBulk of revenue from one channel
Multi-ChannelDifferent experiences across channels, silo-ed business units, and brand dilution
Cross-Channelsingle brand across channels and product synergy
Omni-Channelsingle view of customers across channel, seamless access across channels, organization united across all channels
• She is busy at work and out with friends.
• She always has her mobile device in her hand.
• She’s active on Facebook and Twitter and YouTube and a dozen other social media sites.
• She is smart and demanding.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
Customers are Multi-Dimensional
• We want that customer to be able to interact with Macy’s no matter where she is or how she shops.
• It makes no difference to us whether she buys something in our store or online … or whether she is shopping from her desktop computer or her Droid or her iPad.
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
Customers are Multi-Dimensional
Terry Lundgren, President, CEO and Chairman, Macy’s, Inc
• We have a whole series of strategies in place to drive our store customers to the Web, and our online customer to the stores.
• We strive to have a 360-degree view of the customer.
Customers are Multi-Dimensional
• Multi-Channel Shoppers spend, on average, 15% to 30% more with a retailer than someone than a Single Channel Shoppers
• Omni-Channel Shoppers will spend 15% to 30% more than Multi-Channel Shoppers
• Omni-Channel Shoppers are more likely to influence others via their social networks and online activity and exhibit strong loyalty
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
Omni-Channel Shoppers
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
• Omni/Integrated. Affluent, home-oriented but well connected on the move and at the office, 30 to 50 years old.
• Young Mobile. Shoppers younger than 30 who are constantly on the move, but who primarily text and rarely email.
• Social Networker. Primarily young but span all age groups. Connected by interest rather than age or location.
Three Types of Omni Shoppers
"Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights
• Omni-Channel Shopping requires an immersive and superior customer experience regardless of channel
• Merchandise that is customer-centricand is not specific to any channel
Omni-Channel Shoppers
Creating an Omni-Channel
• Communications between the Marketing, Sales, and IT needs to be as smooth as possible with little confusion about goals and strategies
• A clear and thorough understanding of the customer and target market is required to be able to determine, develop, and deliver the brand promise
Creating an Omni-Channel• Keep an omni-channel context – identify
where it can degrade meaning to a customer
• Model and predict the different ways your customer transitions between various channels - from a digital channel into a physical space and your employees
• Switching channels - We often “drift” back and forth between/across channels over an undefined time period
Creating an Omni-Channel• Do it Early - very early in a design process,
identify, visualize and map these informational needs so you can begin to construct maps of how information will flow across the wider “eco-systems”
• Do it Often – review experience designs with stakeholders, subject matter experts and your target audiences as often as possible to constantly revise and perfect it
Types of Touch Points• Physical touch points: your physical
products, packaging, etc.
• Digital touch points: are constantly updated like websites, Twitter, etc. These are always evolving
• Human touch points: customer service, interactions with your employees
Quantitative and Qualitative
• Quantitative information can provide analytics about what people are doing with your products but it doesn’t tell you why
• Qualitative measures that can help you understand why.
Follow Your Customers• Observe how your customers interact with your
channels (website, products, services, people, etc.) and learn about the context
• Look for “workarounds” - see how your customers adjust to interact with your products and services to understand experience gaps and opportunities forinnovation.
• Follow the whole engagement: don’t just focus on a single channel. Watch the entire process.
Maps and Blueprints• Journey Map is a way to illustrate the cross
channel experience of a customer. It includes what happens front-stage (visible to customer) and back-stage (behind the scenes) in a linear flow.
• Service blueprint helps to guide back-end processes: how things fit together and what needs to be in place to create a great experience.
• Design an integrated approach to manage cross channel experiences
• Ensure an experience design that is consistent with your brand objectives and strategic product vision
• Manage the experience at all touch points across all channels
Thank You
www.SeanVanTyne.com
http://twitter.com/Sean_Van_Tyne
www.linkedin.com/in/seanvantyne
www.cxrevolution.com