TheSecretsofOmni-channel Excelence
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- Gustav Laursen
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1 TheSecretsofOmni-channel Excelence Theterm omni-channelhasbeenusedquitelooselytorepresentdiferentthings basedontheindustryorthescope.beforewediveintothesecretshow wouldyou defineomni-channel?thegoaloftheomni-channelexperienceisaseamless, progressiveandholisticapproach.itisseamlessacrossalcustomerinteractions, rightfrom theinitialstagesofthebuyers journeythroughwebsite,mobileand in-storeandthroughpostsalesservice.itisprogressiveandthroughthisroute, weaccumulatedatainapermission-basedwaythroughoutthelifecycle.itis holistic,andwecapturedataacrossalthetouchpoints.theomni-channel strategyshiftsusfrom afocusoncustomertransactionstotheentirecustomer journey. Secret#1Anywhere,anytime,real-timedataaccess Therearetwoaspectstoreal-timeaccesstodata.Oneisthatdataisavailableat theplaceandtimeofourinteractionwithourcustomerandthesecondaspectis thefreshnessofthedata,whichiscurrentandup-to-the-minute.theinformation thatwecolectofersa360-degreeview ofthecustomer.itisalso permission-based,rich,customerinteractiondatalikeinterests,wishlists, preferencesandpurchases,enablingacuratedpurchaseandinformedservice experience.globalinventoryavailabilityalsoformsthecoreofomnichannel retailing.inventoryavailabilitybylocationenablestomeettheneedsof customersfrom theirmostconvenientpointofpurchase.accesstodata empowerssalesassociatestohavefulmobileaccesstoalthisinformationsothat theycanbewherethecustomerisandcatertotheirrequirements. Productcurationisthemostconvenientsetingforthecustomerwhetherthatbe inalocationwithinthestoreoreventhecustomershome.enablingthereal-time accessrequiresanitlandscapethatisunified.inshort,whatisneededisadigital corethatcanbringtogetherthesystemsofengagementandsystemsofrecords seamlesslyincludingpoint-of-sale,erp,ecommerce,crm andmarketingto providereal-timemobileaccess.thegoalistoultimatelygetintoacustomer self-servicemodel,whichplacesthecustomerincontroloftheirowninteractions. Page 1
2 Secret#2Unleashthepowerofyoursupplychain Supply-chaincanundoubtedlybeconsideredthephysicaltwinofanomni-channel digitalplatform.everycustomeraction,duringtheomni-channeljourney,triggers anintricatewebofsupplychainprocessesinthebackground.forthesereasons, anomni-channelexperiencecanonlybeasstrongasthesupplychainsupportingit. Liketechnologyadoption,thechoiceofrequiredsupplychaincapabilitiesisunique foreveryorganization,forthatreason.infact,thecapabilitybeingdescribedhere isonlyintendedtodemonstratehow supplychainenrichestheomni-channel journey.adecentralizeddistributionoferschoiceandspeedtoomni-channel execution.achievingoptimaldistributionnotonlyenhancesthecustomer experiencebutalsohelpstheorganizationtodrivetheinventorymanagementand transportationcostdown. Adynamicpricingstrategyonthesupplierandcustomerendsofthespectrum alowsomni-channeltorespondquicklytotrendsinthemarket.theshortcyclesin retailandfashionindustriesmandateadvancedschedulingandpricingcapabilities. Advancedlogisticsandfulfilmentcapabilitiesinsupplychainensuresthatthe rightproductismadeavailabletothecustomerattherighttime.efficientforward andreverselogisticsprocessesreducetheoverheadpercustomerandinturn reducesthepriceforthecustomer. Adoptionofroboticsandotheradvancedwarehousemanagementtoolshave enabledomni-channelretailerstodeliverquickly,maintainalow inventoryand replenishefectivelyusingsmartwarehousingcapabilities.thismakesexperiences likesamedayorevensamedaydeliveryareality. Leanandjust-in-timeprocessesreduceswasteandalowsomni-channeltoreact quicklytochangesinthedemandandsupplyflows.leanprocessesalsolowerthe inventoryanddiferentcostsassociatedwithit.integratedbusinessplanning enablestheorganizationtoutilizethedatapointsgeneratedfrom diferent omni-channeltouchpointstosensethedemandaccurately,planthesupply,and managethefulfilmentandreplenishmentefectively.thecapabilityofsupply chaintoprovidereal-timevisibilityofinventory-acrossretailstoresdistribution centersandintransit-alowsomni-channeltodirectthecustomerstoalternate locationsandoferdiferentdeliveryoptionsefectively. Page 2
3 Secret#3Understandyourcustomer Oneofthekeystoagreatomnichannelexperienceistakingthecustomersview of how theyinteractwithusasaretailer.ifwelookatthestructureofaretailer's business,therearediferentteamssuchasthestoreoperations,ecom,marketing, andcustomerservice.theseteamsarelikelytousediferentsystemstoservethe customer.thatbeingthecase,itisimportanttounderstandwhoourtarget customersareandwhattheirinterestsarewhenitcomestoourproductsand services. Manyretailersweworkwithwilcreatepersonasfortheirtargetcustomers.They wilfulyatributethepersonastodefinewhotheyareandhow they'regoingto interactwithus.nextstepwouldbetomapthecustomerslifetimeinteraction journeywithusforeachpersona.thisinvolveswalkingthroughalstagesfrom awareness,discovery,research,trust,trial,purchase,andafter-the-saleservice. Notjustthis,italsoincludesunderstandingboththecontentandmodeofaccess foreachstepinthejourney,whatinformationisexpected,andhow thecustomer isgoingtoaccessthatinformationonthewebsite,in-storekiosk,mobiledeviceor whilespeakingwithasalesassociate.retailersneedtoprioritizeandsequence thosestepsintermsofwheretheywanttostarttheirfocus-curatingthecontent, identifyingthedeliverymode,anddeterminingwhatinvestmentsaregoingtobe acquiredateachsteptoprovidethisinteractionseamlessly. FaceDetectionUsingHistogram oforiented Gradients(HOG)
4 Oneofthegreatestchalengesofomni-channeladoptionliesintheconsolidation ofdisjointprocessesalongwiththeunderlyingapplicationsanddatabases.as manyofthesechannelshaveevolvedwithautonomyforsomeoraltheprocesses, anend-to-endprocessrefinementisnecessarytoaligndiferentgroupstowardsa commongoal.evensupportingitframeworksreflectthesamesortofsiloed approach,makingitdifficulttohaveanend-to-endview ofsolutionsthatsupport theunifiedprocessmodel.hence,creatinganenterprisearchitecturefunction, whichsupportstheend-to-endprocessandtechnologymodelswouldbehighly beneficial.thisfunctioncanalsogovernthetechnologyinvestmentswhile progressingtowardsthetargetstate.theprocessesalsoneedtobeunifiedat supplierandcustomerrelationshipmanagementlevel. Inamulti-channelorganizationredundanciesandambiguityexistsacross channelsforthesameprocess.forinstance,itispossiblethattwochannelshave separatecontractswiththesamevendororsupplier.theinformationflowsare alsoduplicatedsincethechannelsmaintainseparatepartnerandtransaction records.unifyingthepipelinesnotonlygivestheorganization,theeconomiesof scalebutalsoacentralview oftheproductinformationandfinancialflows. Inatraditionalmulti-channelorganization,channelshaveindependentmarketing strategiesandevensalesrevenuetargets.salesclosedinotherchannelshave litletonoimpactontheirowngoals.insuch situationthereisthereisrealyno incentive.forinstance,anomni-channelstrategycirclesaroundtheservicesand productsofbotharetailstoreandanonlinestore.retailersformulatesuch strategiestoencouragecustomerstousetheservicesofaretailstoreand familiarizethem withtheproductwhilegivingincentivestobuythesameproduct usingamobileapp.inthiscase,theretailstoresincentivesarenotjusttiedto directstorerevenuebutalsototherevenuefrom customerswhohaveavailed theirservicestomakeaninformeddecisionusingamobileapp. Thenextpartofthesamestrategyisachievinganorganizationalignmentto progressindevisinganomni-channelstrategy.strongleadershipisacrucial successfactorfortheefectiveadoptionofomni-channelretailing.theholistic natureofomni-channeltransformationmandatescommitmentfrom almostevery departmentintheorganization.dependingonthescaleofadoption,this transformationcanhaveprofoundimpactontheorganization'scultureand values.duetothescopeofbusinessareasimpacted,omni-channelretailingmust startwiththesenior-moststakeholderlevel,otherwisetheprogresswilbeeasily staledduetopeerlevelconflicts. Omni-channeladoptioncouldheavilyinfluencetheorganization'slong-term strategyandbusinessarchitecture.commitmentfrom theexecutiveteam would goalongwayinhelpingtheentireorganizationadheretothetransformationplan. TheycouldalsohelpinrevampingthevaluepropositionandtheKPIstoreflect realprogress.deliveryistheenginethatenablesorganizationtosteertowardsits goalsthroughsystematicandtimelyimprovements.beingresponsibleandagileis nolongerjustanoptionbutanecessitytoefectivelysupportanomni-channel ststrategy.
5 Eventhoughexploringwaystoadvancetheorganization'sreachandgraspis essential,itisequalyimportanttomaintaintheintegrityofthecoreservicesand information.diferentlevelsofstakeholdersmaybeinvolvedtodevelopand providethecapabilitiestoenableomni-channelstrategy.however,thetrue adoptionhappensattheoperationslayer.formulatinganefectiveomni-channel experiencemayrequirebusinessunitstorevampthemetricsbasedonwhichthey operate.necessarymeasuresmayalsoneedtobetakentopreventsub optimizationandconflictinginterestsbetweensaleschannelswithinthe organization. Secret#5Technologiestoacceleratethejourney Consideringthepaceatwhichthemoderntechnologiesaredevelopedand adopted,ifanorganizationisnotdisruptingthemarket,itislikelythattheyare beingdisruptedbysomeoneelse.evaluatingthevalueoftechnologyadoptionand investinginemergingtechnologieshavebecomeacommonpracticeevenamong organizationswhosecorecompetencyisnotdigitalproductdevelopment.the technologiesandframeworksbeingdiscussedherearenotmeanttobe prescriptive.everyorganizationmustdecideforitselfabouttechnologiesthatare bestsuitedtotackletheirchalengestoachievethegoalstheyseek. Understandingthecustomerisakeytoachievingomni-channelsuccess.Social mediamarketingandanalyticsareveryefficaciousinknowingcustomersona deepernote.advertisementcampaignsarenolongerdeliveredtothemasses. Instead,theyaretargetedatindividualsbasedonspecificbuyingatributes. Omni-channelexperienceisaboutbeingconstantlyavailabletocustomerson diferentchannelsanddevices.thisexertsseverepressureontheorganization's system toreactinstantlytocustomerrequests.migrationofworkloadstothe cloudpartlyenablestofulfilcustomerdemandsmoreefectivelyascomparedto on-premiseinfrastructureandiswelsuitedforomni-channelsystems. Advancementsincognitivecomputingholdsthepotentialtoimprovecustomer careandself-serviceflows.similarly,iotandrpitechnologieshaveevolvedwel enoughtoautomatewarehouseandtheentirelogistics.blockchain-based solutionsoferwaystoestablishprovenanceandtrustamongglobalsupplychain partners.
6 Secret#6Buildafeasibleroadmap Lastly,weneedtobuildafeasibleroadmapovertimeandmakeimprovementsto it.aroadmap,essentialy,needstodeliverbusinessoutcomesthattransform us overtimetoourendstate.theexecutionplansneedtoovercomethebarriers throughefectivechangemanagement.weneedtoprioritizeandsequencethe capabilitiesandthetechnologytoenablethem.weneedtohaveabusinesscase andshouldbeabletomeasurethebusinessresultsateachstepoftheroadmap. From anorganizationalstandpoint,wearebestabletoexecuteifwecancreatea singleteam thatownsthecustomerjourneyfrom astrategyandvisionstandpoint. Theywouldperform thecustomerjourneymappinganddefinethehandofsof dataandprocessesacrosstheorganization.theyshouldalsoplayagovernance roleintheplanninganddeliveryofitsolutionstoensurethecontinuedprogress towardstheendstate.itisimportanttoassessthelongevityofourcurrent platformsforpos,erp,ecommerceandmarketing.thesemaybesomeofthe firstthingstoaddressintheroadmapintermsofcreatingthatdigitalcore. From atechnologystandpoint,cloud-basedsolutionscanoferusfaster speed-to-value.suchpointsneedtobeconsideredandweighedaccordinglyinour criteria.theroadmapshouldbedigestiblefortheorganizationandshouldbe brokendownintoagiledeploymentsthatcandeliverincrementalvaluetohelp fundthenextstepsoftheroadmapthatleadstoafuturestate,enablingreal-time accesstotheinformationtodeliverthebestomni-channelexperiencepossible. How doescapturingrichdataimpactthestrategyand theomni-channelimplementationforacompany againstthebackdropofgdpr? Whiletherearegrowingregulatoryconstraintsaroundhow wemanagecustomer data,itisalwaysbeenagoodideaasaretailertobeclearabouthow weare buildingtrustandvalueforourcustomers.ofcourse,wearealwayslookingto convertourcasualcustomersintoloyalcustomerswheretheywilbewilingto sharewithustheirkeyinformationbutretailersneedtoensuretransparencyin theprocess.weneedtoaddvalueforthem sothattheygetbackwhattheyare divulging.whenitcomestodealingwithregulatoryissues,customerinformation mustbetightlymanaged,anditmustbepermissionbased. How doescapturingrichdataimpactthestrategyand theomni-channelimplementationforacompany againstthebackdropofgdpr? Getingreal-timeinventoryinformationisequalyimportantforboth manufacturersandcustomersalike.letuslookatthestoryofamazon -how Amazonhasevolveditsbusinessmodeltoreachthestatusofbeingapioneerin theindustry.
7 Amazon'swarehousesaresituatedclosertothecitiescomparedtotraditional companieswithacentralwarehouseinaremotelocation.thedistributed warehousingstrategycentersaroundamazon'sabilitytoexpediteorderdelivery. Onceadistributedwarehouseissetinplace,whichalowsthereal-timeview of inventoryacrossaldistributioncentersoryourhub-and-spokestoresorretail storesorplaceswheregoodsarestoredtemporarily,therearetoolsthathelpsin achievingreal-timeinventoryview acrossregionslikethesapintegrated BusinessPlanning(IBP). IBPhelpsinconsolidatingtherequirementsandreceiptstoplanoutprocurement andsupplyformeetingcustomerdemandsefectively.inanyplanningsolution, thereisademandfactor,whichistherequirementpartoftheequationandthenit triestomatchthatrequirementtothereceiptpart,whichdealswithobtaining purchaseordersfrom suppliers.sapibporchestratesorderfulfilmentby connectingitefectivelywiththedemandsignals. How doeshavinganytime,anywheredataaccessadd valueforyourcustomers? Oneofthetrendswearecurrentlywitnessinginstoreacrossretailismoving awayfrom thecheckoutatthefrontofthestoreandhavingmoreofa tablet-basedsalesassociateexperience.itisalitlebitricherbyhavingaccessto thatcustomerdataincludingpriorpurchases,servicehistory,andbuyingpatern. Byknowingyourcustomersintimately,itispossibletoofersuggestedseling. Thenormalcheckoutatthefrontofastoredoesnottakecustomersdataor informationintoaccount.instead,itisalaboutscanningproducts,totalingthe saleandacceptingpayment.whereasatablet-basedpoint-of-salesolutionthat hasaccesstoalthecustomerinformation,whichmaybeusedforupselingand cross-selingproducts.thiscanalsobepoweredbyartificialinteligence technologywhereinsalesassociateswilbeabletointeractbeterwiththe customerandprovidethem morethanameaningfulshoppingexperience.for example,inafurniturestorethecustomercanbuythesofawhilesitingonthe sofainthestore. Canretailersbenefitfrom cloud-basedtechnologyin retail? Retailerscanachieveimprovedperformance,speedandagilitywithmigrationto cloud.micro-servicearchitecturesandcontainerizeddeploymentshavemade modernretailsystemshighlyavailableandresilient.cloud-baseddeployments havealsomadeitpossibletoscaleouttheirinfrastructureconsiderablywithease tohandlebigseasonalloadswithminimalinvestmentandefort.amazonis anotherperfectexampleofaretailorganization,whohadinvestedincloud technologyandadvancedittobecomethetechnologypioneerwithaws.thishas helpedtopositionthemselvesasakeyenableroftrueandpowerfulomni-channel experiencesformanyotherorganizations.
8 ApplexusTechnologiesisaglobalInnovativeBusinessSolutions&Technology Servicescompanyoferingindustry-leadingsolutionstoretail,fashion, consumerproductsandotherstrategicindustries.applexus portfolioof servicesisoferedinsupportofsolutionsincludingerp,digitalcommerce,user Experience,BusinessInteligence,IoTandCloud.Applexuscoinnovateswith softwarepartnersandcustomersinbuildingnext-generationsolutions thAvenueSouth FederalWay WA Phone:+1(206) Page 4
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