the abc's of delivering a superior customer experience

The ABC’s Of Delivering A Superior Customer Experience

Presented by Session sponsored by

#RetailCCS

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#RetailCCS @ConnectConsumer @RTouchPoints

#CCSeries13

About CCS 2013

ü 5 Webinars, 4 Days

ü Sessions covering Store

Ops, X-Channel, Loyalty,

Big Data & more

ü Featuring industry

analysts and consultants

ü Free for Retail executives

www.retailtouchpoints.com/special-connected-consumer-series-2013

#RetailCCS

Welcome Webinar A1endees

#RetailCCS

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*Visit the contest rules page for more information.

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About Retail TouchPoints

ü Launched in 2007

ü Over 28,000 subscribers

ü To provide executives

with relevant, insightful

content across a variety

of digital medium

#RetailCCS

Panelists

Alicia Fiorletta Senior Editor

Retail TouchPoints

MODERATOR

Ken Morris Principal

Boston Retail Partners (BRP)

Erik Hoiden Managing Partner

AlfaPeople

8

Comprehensive Retail Consulting

The ABC’s of Delivering Superior Customer Experience

Ken Morris, Principal

9


Agenda "  About Boston Retail Partners "  The Customer is the Center of the Universe "  The Customer Experience

" Anticipate Customer Questions " Be Ready to Offer Suggestions " Create an Interactive Experience " Deliver Personalized Promotions " Execute a Seamless Checkout Experience

"  Real-time Retail "  Conclusion

10


About Boston Retail Partners

11


"   We are a leading independent retail/wholesale management consulting firm

"   Built with a unique professional profile

u  Managed by industry-recognized leaders u  All firm members have retail line management experience

Ø  Several served as officers of major corporations Ø  Comprehensive functional and technical experience

u  Recruits experienced professionals in POS and retail technology, retail/store operations, merchandise management, planning and allocation and supply chain management

"   Relevant experience working with specialty retailers on all facets of strategy, selection and deployment of Point of Sale, Omni-Channel, CRM/Loyalty, Merchandising and Supply Chain solutions

"   History of serving acknowledged industry leaders

"   No exclusive partnerships or alliances with software or hardware providers

12


Our experience covers a broad cross-section of retail segments…

13


Annual Surveys

White Papers

POS Survey Speaking Engagements

Webinars/Articles

MP&A Survey

Thought Leadership

Supply Chain Survey

14


The Customer is the Center of the Universe

15


The Customer is the Center of the Universe

Social'Media'

Website'

Email'

Apps'

Mobile'Website'

SMS'

Direct'Mail'Catalog'

Employees'

Checkout'

Kiosk'

Signage'

Adver>sing'Customers now have the freedom to achieve their goals throughout the shopping process…

…using whichever

channels and touch points they prefer.

16


nticipate Customer Questions

17


Identifying the Customer is Key….

Social'Media'

Website'

Email'

Apps'

Mobile'Website'

SMS'


Employees'

Checkout'

Kiosk'

Signage'

Adver>sing'Who is she and what is her Unified Commerce footprint?

18


Matching Personas for Personalized Selling "   Creating a guided selling environment by matching

associate and customer personas

19


Customer Information Available to Associates

68.7%&

40.6%&

37.5%&

21.8%&

12.5%&

9.3%&

9.3%&

6.2%&

3.1%&

0.0%&

28.1%&

Contact&informa8on&(e.g.&name,&address,&telephone&number,&email&address)&

Transac8on&lookup&for&returns&

Sales&history&

Purchase&summary&(e.g.&average&transac8on&amount,&purchases&this&year,&life8me&totals,&etc.)&

CustomerKspecific&offers&and&discounts&

CustomerKspecific&messaging&

Warranty&and&service&lookup&

Friends&and&family&informa8on&(e.g.&birthdays,&anniversaries,&sizes,&wardrobe)&

Profile&(e.g.&demographics,&preferences,&sizes,&etc.)&

Purchasing&sugges8ons&(based&on&customer''s&current&or&previous&purchases)&

No&customer&informa8on&is&available&at&store&level&

30.$$What$customer$informa3on$is$available$at$store7level?$

20


Customer Information Available in Transaction

7%#

7%#

7%#

14%#

17%#

19%#

19%#

29%#

10%#

7%#

11%#

3%#

20%#

23%#

39%#

6%#

3%#

7%#

13%#

3%#

16%#

80%#

86%#

82%#

83%#

57%#

45%#

39%#

48%#

0%# 20%# 40%# 60%# 80%# 100%#

Customer5specific#offers#and#discounts#

Friends#and#family#informaBon#

Customer5specific#messaging#

SuggesBons#

Customer#profile#

Purchase#summary#

Contact#informaBon#

TransacBon#lookup#

31.$$What$is$the$earliest$point$at$which$customer$informa6on$is$available$at$store9level?$

Pre5transacBon#(assisted#selling)#

In5transacBon#(during#checkout)#

Post5transacBon#

Not#available#

21


e Ready to Offer Suggestions

22


Real-time POS Enterprise

BI CRM

FIN

INV

MFG

Customer Devices

Associate POS

Social Media Integration

Web Site

Customer Communication

Rules Engine + SOA = Unified Commerce

Middleware

Customer/ Associate

Stations Rules Engine

Real-time POS

23


Guided Selling "   Creating a guided selling environment by offering online

experience in the store

24


Suggestive Selling to Entice Purchasing

3%#

6%#

9%#

9%#

14%#

14%#

14%#

15%#

3%#

11%#

9%#

9%#

6%#

26%#

26%#

26%#

26%#

26%#

24%#

46%#

24%#

29%#

66%#

46%#

17%#

26%#

34%#

24%#

15%#

20%#

18%#

12%#

11%#

11%#

9%#

14%#

14%#

9%#

59%#

23%#

45%#

44%#

9%#

9%#

34%#

20%#

11%#

26%#

0%# 20%# 40%# 60%# 80%# 100%#

Wardrobing/ou8it#sugges<ons#

Mobile#loyalty#iden<fica<on#

GeoCloca<ng/global#posi<oning#

Mobile#wallet#

Electronic#receipt#

Mobile#coupons,#specials,#promo<ons#

Shopping#list/wish#list#

Product#informa<on#(price,#loca<on,#

Smartphone#app#

Share#with#a#friend#via#email#or#social#

26.$$What$is$the$implementa0on$status$of$the$following$customer8facing$mobile$services?$

Implemented#and#working#well#

Implemented#but#needs#improvement#Plan#to#implement#in#<2#years#

Plan#to#implement#in#>2#years#

No#plans#to#implement#

25


reate an Interactive Experience

26


Amazon-type analytics in real-time in the store

27


Non-Traditional Marketing

3%#

10%#

10%#

10%#

13%#

19%#

23%#

42%#

40%#

19%#

20%#

30%#

43%#

19%#

17%#

32%#

13%#

19%#

33%#

23%#

20%#

10%#

10%#

3%#

10%#

13%#

17%#

13%#

7%#

10%#

17%#

6%#

33%#

39%#

20%#

23%#

17%#

42%#

33%#

16%#

0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#

Monitoring#external#blogs#

Loca<on=based#social#networking#(e.g.#Foursquare,#Gowalla)#

2D#barcode#scanning#by#customer#smartphones#

SMS#(text)#

Monitoring#external#social#networking#sites#

Hosted#blogs#

YouTube#videos#

Hosted#social#networking#sites#(e.g.#Facebook,#Google+,#Pinterest,#TwiUer)#

35.$$What$is$the$implementa0on$status$of$the$following$"non7tradi0onal'$marke0ng$methods?$


Implemented#but#needs#improvement#

Plan#to#implement#in#<#2#years#

Plan#to#implement#in#>#2#years#


28


Customer Services at Store-Level

6%#

7%#

10%#

13%#

13%#

16%#

16%#

3%#

13%#

3%#

16%#

23%#

20%#

6%#

3%#

24%#

16%#

30%#

45%#

26%#

10%#

25%#

3%#

3%#

19%#

7%#

13%#

13%#

10%#

6%#

3%#

69%#

45%#

53%#

16%#

26%#

47%#

47%#

74%#

0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#

Self1service#inventory#availability#check#

Wi1Fi#customer#use#

Self1service#loyalty#program#status#

Electronic#coupons#

2D#barcode#scanning#

Store#portal#

Self1service#price#check#

Self#checkout#

34.$$What$is$the$implementa0on$status$of$the$following$customer$services$at$store9level?$

Implemented#and#working#well#Implemented#but#needs#improvement#Plan#to#implement#in#<2#years#Plan#to#implement######in#>2#years#No#plans#to#implement#

29


eliver Personalized Promotions

30


Where is She….in the Store or Anywhere! "   Personalized Offer based on location……..in store……by

zip code……by area code…….or mobile device location!

31


Personalized Promotions to Entice Purchasing

3%#

6%#

9%#

9%#

14%#

14%#

14%#

15%#

3%#

11%#

9%#

9%#

6%#

26%#

26%#

26%#

26%#

26%#

24%#

46%#

24%#

29%#

66%#

46%#

17%#

26%#

34%#

24%#

15%#

20%#

18%#

12%#

11%#

11%#

9%#

14%#

14%#

9%#

59%#

23%#

45%#

44%#

9%#

9%#

34%#

20%#

11%#

26%#

0%# 20%# 40%# 60%# 80%# 100%#

Wardrobing/ou8it#sugges<ons#

Mobile#loyalty#iden<fica<on#

GeoCloca<ng/global#posi<oning#

Mobile#wallet#

Electronic#receipt#

Mobile#coupons,#specials,#promo<ons#

Shopping#list/wish#list#

Product#informa<on#(price,#loca<on,#

Smartphone#app#

Share#with#a#friend#via#email#or#social#

26.$$What$is$the$implementa0on$status$of$the$following$customer8facing$mobile$services?$


Implemented#but#needs#improvement#Plan#to#implement#in#<2#years#

Plan#to#implement#in#>2#years#


32


xecute a Seamless Checkout Experience

33


Checkout is not a Technology Challenge but a Process Challenge….

"   The days of traditional checkout are numbered. Savvy retailers will move from traditional checkout to ????

è

34


Customer-owned Mobile Devices are the Future

14%$

19%$

24%$

32%$

35%$

43%$

43%$

46%$

57%$

60%$

20%$

22%$

6%$

9%$

17%$

11%$

57%$

56%$

44%$

62%$

41%$

46%$

34%$

43%$

20%$

31%$

9%$

3%$

32%$

24%$

3%$

6%$

23%$

9%$

0%$ 20%$ 40%$ 60%$ 80%$ 100%$

POS$so2ware$maintenance$

POS$hardware$maintenance$

Customer@owned$mobile$device$as$POS$

Store$network$

Mobile$inventory$soluGon$

POS$so2ware$

POS$so2ware$modificaGons$

POS$hardware$

Customer@facing$mobile$soluGons$

Mobile$POS$

21.$$What$are$your$company's$overall$point7of7sale$spending$plans$for$2013?$

Increase$spending$

Decrease$spending$

No$change$

Unsure$

35


Omni-Channel Services

12%$

15%$

15%$

18%$

22%$

24%$

24%$

26%$

34%$

43%$

26%$

18%$

30%$

9%$

13%$

18%$

18%$

29%$

26%$

23%$

26%$

39%$

18%$

41%$

38%$

15%$

18%$

12%$

17%$

23%$

6%$

15%$

9%$

9%$

16%$

9%$

9%$

12%$

6%$

3%$

29%$

12%$

27%$

24%$

13%$

35%$

32%$

21%$

17%$

9%$

0%$ 20%$ 40%$ 60%$ 80%$ 100%$

Allow$special$orders$to$be$placed$in$all$channels$

In>store$pick$up$of$online/mobile$orders$

Purchase$in$store/$fulfill$from$DC,$other$store,$or$

vendor$

Lookup$of$online$orders$in>store$

Order$on$web/$fulfill$from$store$

Provide$shipping$opMons$for$special$orders$(home$vs.$

store$pickup)$

Lookup$or$reserve$inventory$in$another$store$

Placing$online$orders$in$the$store$

Processing$of$cross>channel$returns$

Usability$of$stored$value$cards/giS$cards$across$

channels$

24.$$What$is$the$implementa0on$status$of$the$following$omni6channel$services?$

Implemented$and$

working$well$

Implemented$but$

needs$improvement$

Plan$to$implement$in$<$

2$years$

Plan$to$implement$in$>$

2$years$

No$plans$to$implement$

36


Real-time Retail

37


Real-time POS Enterprise

BI CRM

FIN

INV

MFG

Customer Devices

Associate POS

Social Media Integration

Web Site

Customer Communication

Real-time Retail = Unified Commerce

Middleware

Customer/ Associate

Stations Rules Engine

Real-time POS

38


Real-time Retail

6%#

7%#

10%#

19%#

19%#

20%#

26%#

27%#

31%#

56%#

6%#

27%#

27%#

19%#

6%#

23%#

13%#

30%#

31%#

19%#

26%#

30%#

20%#

28%#

23%#

10%#

10%#

17%#

13%#

13%#

13%#

7%#

9%#

13%#

7%#

3%#

7%#

3%#

6%#

48%#

23%#

37%#

25%#

39%#

40%#

58%#

27%#

17%#

6%#

0%# 20%# 40%# 60%# 80%# 100%#

Recogni4on#for#change#in#loyalty#4er/status#

Customer#transac4on#lookBup#(from#any#channel)#

Loss#preven4on#

Loyalty#program#enrollment#

Point#redemp4on#(ability#to#immediately#redeem#points#from#today's#transac4ons)#

Analy4cs/repor4ng#

Credit#applica4on#(instant#credit)#

Inventory#

Returns#management#

Transac4ons#

33.##What#is#the#implementa/on#status#of#the#following#real6/me#features#at#POS?#


Implemented#but#needs#improvement#

Plan#to#implement#in#<#2#years#

Plan#to#implement#in#>#2#years#


39


Conclusion

40


Unified Commerce is the Future

"  We are at a strategic inflection point where the network is taking center stage, this enables an integrated world where consumers drive self checkout on their smart phone, interact with their friends in real-time on purchase decisions, and receive discounts and personalized pricing as they are shopping, creating a cohesive customer experience.

Social'Media'

Website'

Email'

Apps'

Mobile'Website'

SMS'


Employees'

Checkout'

Kiosk'

Signage'

Adver>sing'

41


Ken Morris Principal, Boston Retail Partners (617) 880-9355 [email protected] www.bostonretailpartners.com

AlfaPeople - We are Retail

Randy Cole, Director of Sales, [email protected] Erik Hoiden, Managing Partner, [email protected]

AlfaPeople in Brief

Acting locally – Performing globally

Germany Denmark USA UK Switzerland Mexico Guatemala Costa Rica Columbia Chile Brazil Dubai Singapore

Facts: 13 Countries +280 employees Europe: CRM (75 employees) AX (45 employees) SharePoint (25 empl.) Americas: CRM (65 employees) AX (70 employees)

Global Solution Focus: Product Value Chain ____________________ AlfaPeople Group: Delivers +30.000 consultancy hours/month

Why AlfaPeople

Retailers Competitive

Business Advantage

AlfaPeople Retail

Expertise

Microsoft Dynamics

Retail Solution

Understanding the retailer’s business and transla;ng it into beneficial solu;ons This is the AlfaPeople trademark

To be compe;;ve, companies need to take a fresh look at their infrastructure and plaDorm as well as the new solu;ons available to them, giving greater focus to servicing and keeping loyal customers.”

Combining the retail exper;se and Dynamics Retail knowledge, provides the AlfaPeople experts with the ability to focus on the retailers business areas that creates value and implement Best-‐of-‐Breed for the rest.

AlfaPeople Recognized as the 2013 United States Microsoft Dynamics Retail Partner of the Year The company was honored among the top Microsoft partners for demonstrating industry sales excellence in innovation and implementation of customer solutions based on Microsoft technology.

The “Why Not” project approach

"   Main business processes are mapped, and matched against standard system and best practices.

"   Standard Dynamics for Retail is configured with customer specific data and processes.

"   “Why Not” workshops are conducted, showing main business processes in the solution, and functional gaps are identified.

"   Solution gaps can be eliminated by. "   Suggest to change behavior or process "   Resolve manually or outside project scope "   Make a modification which is matched against business value

Discover Configure Why not GAPS/BPR Design Deployment

We focus on bringing value, not repeating legacy functionality

The new customer

Personal

…from mass to personal

Seamless

…from multi-channel to connected

experiences

Differentiated

…from standard to standout

User Experience is King

Retail Headquarters

Supply Chain Integration

Supply Chain Visibility

Financials

Warehouse Management

Stores

Catalog Kiosk

Mobile

Consumers Corporate Accounts

Web

Microsoft Dynamics for Retail

Business Functionality in Microsoft AX

Centralized Omni-Channel Management

E-Commerce POS

IT Pro Experience

UX Improvements

Search driven Shopping Experience

OOB “Starter” Storefront Customer Orders Payment Processing

Customer Management Omni-Channel Workflows Search, Scan

Customer Centricity Social Media

Promo on Facebook Twitter integration

Pinterest Txt driven advertising

Join Microsoft Dynamics for Retail @ #NRF14 More Modern More Mobile More Global Visit Booth # 2703 to learn more

Kick-off NRF in style by attending the Opening Night Reception at the Marriott Marquis Times Square Sunday Jan 12 5:30 – 7:30 pm

Follow all the action live on Twitter and Facebook @msretail FB.com/MicrosoftforRetail

BIG !deas Session: Become a Dynamic Retailer and Make Sure You’re Ready for What’s Next Monday Jan 13 3:15 – 4:15 pm

Help us Support RetailROI at NRF this year…

"   Schedule a meeting with AlfaPeople at NRF and attend it, and AlfaPeople will donate $25 to RetailROI.

"   The Purpose of the Retail Orphan Initiative (RetailROI) is to raise awareness and provide real solutions for the more than 400 million vulnerable children worldwide.

"   Visit www.retailroi.org for more information.

"   To schedule a meeting, send an email to [email protected] with the subject line NRF Meeting.

#RetailCCS

Q & A // Panelists

Alicia Fiorletta Senior Editor

Retail TouchPoints

MODERATOR

Ken Morris Principal

Boston Retail Partners (BRP)

Erik Hoiden Managing Partner

AlfaPeople

#RetailCCS

Xbox One Giveaway

Enter to win an Xbox One by attending at least two sessions from this week’s webinar series!

*Visit the contest rules page for more information.

#CCSeries13

Thank You For Joining Us

www.retailtouchpoints.com/special-connected-consumer-series-2013

Coming Full-‐Circle: The Store As The Center Of The Omnichannel Shopping Journey Tomorrow, 12 PM ET / 9 AM PT

The next Connected Consumer Series session…