return to the local
DESCRIPTION
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.TRANSCRIPT
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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