When it comes to digitizing the retail store and connecting online and offline brand experiences, the devil is in the details. That was the message from speakers at the MarketLive Summit who shared detailed tactics and visionary goals alike around the theme of multi-channel strategy.
With 54% of all retail transactions set to be influenced by the web this year, addressing how physical store locations complement web interactions is a must for merchants. But while buzzwords are flying surrounding technologies such as i-beaconing, clienteling and mobile POS, the reality of integration is far less breezy. Breaking down silos between store and eCommerce operations requires an organization-wide shift with implications beyond simply outfitting retail locations with iPads.
Among the Summit insights speakers shared:
Store associates can make or break offline/online integration – treat them accordingly. Both Summit keynote speakers touched on the importance of store associates when it comes to providing the kind of individualized shopping experience shoppers who visit physical outlets ought to encounter. But as MarketLive founder and CEO Ken Burke highlighted in his keynote, consumers currently prefer by a wide margin consulting information on their phones when in-store — signalling an untapped opportunity. Burke demonstrated how MarketLive’s new point-of-sale tool will give associates a toolset for one to one interactions with customers that can not only drive sales, but build a lasting affinity with the brand.
O’Reilly Media founder and CEO Tim O’Reilly cited the Apple Store as an example of the potential value of store associates. After seeking help on the Web site, he was directed to make an in-store appointment via an online tool. At the store, he was assisted by an in-store “genius” who was able to transact for any equipment costs or fees he accrued. The process was smooth and seamless from the consumer’s perspective, and the brand demonstrated its expertise.
Ryan Gripp of MarketLive merchant H2O+, a beauty manufacturer and retailer, also cited Apple as an example of multi-touchpoint integration done right. “There isn’t even a ‘ship to store’ button, it’s just seamless,” Gripp said. His anecdote called to mind O’Reilly’s earlier mantra to “make customers do less” — for example, rather than presenting them with buttons for in-store pickup versus shipment, the Apple model backgrounds the unlikely options to create a smoother flow for the shopper.
Gripp shared his experiences on a keynote panel of MarketLive merchants whose topic for discussion was multi-channel integration. Also on the panel was Alyssa Young of sporting goods retailer Modell’s, who said it was imperative to back in-store/online initiatives with ongoing and extensive training, coupled with the right employee incentives for store associates and executives alike. “You don’t just put it out there once, you’ve really got to make sure you’re consistently communicating … this is for the customer overall and that’s a good thing,” Young said.
Unified data is a multi-channel initiative in its own right. A comprehensive customer profile that incorporates interactions and purchases across touchpoints is the key to delivering a relevant, individualized experience — so much so that two Summit merchant panelists said data integration was their top multi-channel priority. In addition, Burke’s keynote included a peek at upcoming MarketLive technology to help merchants better visualize customers’ activities across touchpoints.
Rick Turek of MarketLive merchant Sundance Catalog said his organization is working on implementing new data solutions and devising new revenue and order attribution models in the process — but he added that even without new technology, there are ways to ensure disparate data is shared across the business. Currently, he said, customer feedback from live chat, the call center, reviews and retail stores is compiled together and reviewed by representatives from each division. “Oftentimes we’re so busy being focused on our respective areas, it’s easy to forget the most important factor in the equation, and that’s the customer,” Turek said.
Pick your battles. Young emphasized the need to tune out the hype and base priorities on customer expectations. “Based on your customer base, based on your business, what do you think is most important?” she said. She also advised picking a simpler cross-channel implementation to start with, and fully absorbing all the lessons learned in the process, before moving on to larger projects.
It’s crucial to execute properly what projects merchants do undertake, the panelists agreed. Turek related how he used the “buy online, pick up in store” option with a large electronics retailer and was disappointed when the pickup process took the better part of an hour as store associates fulfilled his order and completed the transaction. “When you’re going to roll a program out, you’ve got to have it be a well-oiled solution .. doing it without a well-executed plan can really shoot you in the foot,” he said.
Not only do store associates need to be trained and incentivized to participate, but elements such as store signage, transactional email instructions to the customers, and point of sale procedures need to be synched. “It is about the entire experience. It’s not just about saying yes, we have ship to store, it’s about the signage and everything,” said MarketLive strategist Scott Compton, who led the panel.
More blog topics based on Summit sessions are forthcoming. Meantime, how have multi-channel initiatives fared in your organization?