return to the local

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AIMIA Future of Digital Retail Presentation by Dean Flynn of IE Agency and David Pisker of Officeworks. A return to the local: from clicks to bricks - the store's not dead.

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A Return to the Local: From Clicks to Bricks - The Store’s Not Dead

MULTI-CHANNEL

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PLEASE CHANGE HERE

YOUR CUSTOMER

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MULTI-CHANNEL PROBLEMS

• It’s expensive: • multiple marketing; • merchandising; and • supply chain teams

• Individual: • Channel P&L’s; and • Measures of success

• and the list goes on…

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For Your Customer

• Promotions are inconsistent across channels

• Product availability varies in-store and online

• Customer loyalty information isn’t carried across channels

• Payment can’t be used across channels

For Your Business

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So has our every channel approach worked?

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© All material remains the copyright of IE Media Pty Ltd

© All material remains the copyright of IE Media Pty Ltd

The line between shopping online and in-store is no longer a line at all; it has simply become shopping

Buy in-store, take home

Buy online, ship to home

Buy online, pick up in-store

Buy in-store, ship from store to home

Buy on mobile, ship to home

Buy on mobile, pick up in-store 0.58

0.59

0.49

0.54

0.62

0.66

0.29

0.39

0.41

0.5

0.69

0.84

2012 2017

Source: Motorola Solutions, “What’s driving Tomorrow’s Retail Experience?” July 2, 2012

We need to design our offer for increasingly diverse customer behaviours

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"The store, as the heart of the brand and its emotional centre, cannot be starved of investment and innovation, or appropriate levels of design,

media and technology. It needs to be the showcase for interesting new collaborations to keep things exciting”!

!

Interbrand

THE STORES NOT DEAD

UNDERSTAND YOUR CUSTOMERSOnline • 83% of US shoppers research online before purchasing in store • 80% of UK shoppers have reserved products online for in store collection !

Mobile Usage • 80% of shopping searches are made on a mobile • 47 % of email is opened on a mobile device • 40% of store locator clicks result in a store visit • 43% of shoppers use smartphones to compare prices and read product

reviews

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Sources: Internet Retailer, Econsultancy, Australian Email Marketing Benchmark Statistics Jan 2013 Brandmail

Using digital to drive customers to store

SALES ECOSYSTEM

Stores

Online

Multi-brand & Concession

Deliver ultimate brand experience

Convenience & touch and feel factors

Universal focus Entire product catalogue Drive online conversions

Ensure your brand is top of mind in competitive

environments

Support store staff and drive sales in store

Drive sales in store & support consistent service levels

Real time inventory visibility

across all channels

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© All material remains the copyright of IE Media Pty Ltd

© All material remains the copyright of IE Media Pty Ltd

CHECKLIST

Mobile optimised site and emails Mobile friendly store locator Geo targeting Click and collect Ship from store Store inventory available online Email receipts

CONNECTED COMMERCEAgency

The

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