Enter itim’s Kingdom of Omni-Channel retailing.
But first, here is a quick video explaining what we mean by omni-channel retailing |
  |
 |
Unified commerce:
|
 |
Loyalty
|
 |
Shop Local |
 |
Advanced
|
 |
Cross channel
|
 |
Efficient and
|
 |
Price optimisation |
 |
Stock
|
 |
Supplier
|
So what does itim’s ‘Kingdom of Omni-Channel retailing look like?
In this world:
There is no difference between online customers and retail customers, just one type of customer who expects a rich multi-faceted omni-channel experience. Therefore, you won’t need to have separate directors for e-commerce and retail or retail and online CTOs. Instead you only need one omni-channel CTO.
Similarly, having both online P&L and a Retail P&L, online sales vs retail sales, online stock vs retail stock, online margins vs retail margins, can be maddening to keep organised.
Retailers who remain using the old distinctions only strengthen old silos, cannibalise their own sales, create intra organisational politics and will fail to genuinely compete with their online only competitors.
Not all customers are the same:
VIP customers – Regular Customers – Casual Customers
 |
 |
 |
VIP  |
 Casual |
|
 |
 |
There is a single ‘SALES DIRECTOR’
Who happens to be the ‘CUSTOMER DIRECTOR’. Their job is to manage sales across all channels. And he/she is customer focussed.
ASOS had 19m customers, all they care about is what their customers want! In the Omni-channel world, the sales director is measured on number of customers by category, and average basket size by customer category.
| Data-driven decisions | Responsibilities | |||||||||||||
 |
|
Buying what your customers want...
NOT trying to sell them what you’ve bought
All customers are owned by stores
Store managers are sales managers for their local communities! Store Systems are havens of CRM. Stores own ‘post-codes’, and they own all the customers in their post-codes. Therefore, managing VIPs is of utmost importance.
You engage with your customers through mobiles
Whether through social media or using mobile apps, with VIP and Regular customers you need to be always available.
Head of Pricing – making sure you are Price Competitive
This is not about a race to the bottom, this is about optimising pricing strategies, linked to uniqueness of ‘proposition’.
Stores are default points of home delivery – Not central warehouses
Most customers live within 15 mins of the local store. The cost of local delivery and ’15 min click and collect’ is now cheaper than national delivery, and for VIP customers you can provide a ‘white glove’ service.
You need to optimise range and stock distribution so with Order Routing Heaven, you need never lose a sale
With our ‘Order Routing Heaven’ you won’t need to have all your stock in stores. The key to profitability is spreading stock distribution between local stores, hub stores, central warehouses, suppliers and sometimes all the way back to the ‘factory’.
You are effectively a Marketplace, because you connect digitally all the way back to suppliers
Yes sir/madame, we can get whatever you need! There is no excuse for losing a sale. All store managers can download any stock to service their local customers!
You never lose a VIP customer
VIP customers account for 40% of sales and 60% of your profits and if they shop 20% more each year it doubles your profits. These customers can have a ‘slate’ in their local stores, which they settle monthly and they are also the ones who are offered first discounts on new season’s products. They are sent curated catalogs, and are invited to events.
Store staff
Effective sales people are experts in CRM (Customer Relationship Management). In the omni-channel world store staff rediscover the magical world of ‘salesmanship’. Not only are they incentivised to do so, but with instore CRM systems they can do so, without bringing back the little black books prevalent in retailing 40 years ago. Its back to the future.
Cookie Information
Terms of use
Privacy Policy
Social and Environmental Policy
Sitemap
All rights reserved
© 2024 Itim Limited
We use necessary cookies to make our site work. We'd also like to set analytics cookies that help us make improvements by measuring how you use the site. These will be set only if you accept.
For more detailed information about the cookies we use, see our Cookies page.
Allow AllBy clicking “Allow All”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. Cookie Notice
Strictly Necessary Cookies