Are You
Elif Bakilere-Commerce Manager
Mavi Jeans
Enough?To Become An Omnichannel Retailer
Omnichannel Retail«Said Easier Than Done»
To allow your customers to ResearchPurchase Return
a product through the channels of their choice
Because your customer expects it from you and it is much more PROFITABLE
Omnichannel Retail• Buy online, return in-store• Buy online, pick-up in store• Buy online, fulfill through any store• Buy in-store, fulfill through online• Buy via mobile • Buy via social commerce site• Buy via call-center• Buy via TV• …..
Is Not!• A technology• A project• A mission of e-commerce
department
• An evolution
Is• A corporate vision• A culture• A mindset• A big investment• A long journey
• A revolution
It Changes…How we do things around here
• Organisation• Technical infrastructure• Processes• Offline store operations• Logistics infrastructure• Marketing operations• Loyalty management• …..
Major Inhibitors• We don’t have a single view of customer across channels• Inventory & order management are not integrated across channels• Store systems are too difficult to change & adapt to omnichannel
strategy• We don’t have cross channel BI• Missmatched metrics & incentives• Slow cultural acceptance• Our IT systems were not designed to integrate channels• Merchandising strategy is too in-store oriented• Budgetary constraints prevent us from moving forward• E-Commerce systems are too difficult to change• IT is too busy to take on more projects
Must Have’s• Common agreement on the executive board level• Corporate leadership to drive and embrace change, not
tolerate • Adoptation of a digital culture based on intrepreneurship
and flexibility • Well defined roles and people processes• Orientation toward innovation, improvement and
overcoming constraints• Empowered talent• Omnichannel commerce technology platform• Longterm investment
Are You Brave Enough?