Create a Magical Kingdom of OMNI-CHANNEL RETAILING

Enter Itim’s Magical Kingdom of Omni-Channel retailing.

So what does itim’s ‘Magical Kingdom of Omni-Channel retailing look like?

In this world:
There is no such thing as online customers and retail customers, you only have one customer who expects a rich multi-faceted omni-channel experience.

Having an Online P&L & a Retail P&L, Online sales vs retail sales, online stock vs retail stock, online margins vs retail margins, ‘this is where madness lies’.

You cannot have an e-commerce director and a separate retail director. You need a single sales director, in the Omni Channel world there is no such thing as retail and online! Neither can you have separate roles of a retail CTO and an online CTO, you need one omni-channel CTO.

Omni Channel retailing is not Retail+Online. It just does not work. Retailers who think like that 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
Sales in all channels
Owns Marketing
Pulls on B&M (data driven ranging)
e-commerce and retail Operations

Buying what your customers want...
NOT trying to sell them what you’ve bought



All customers are owned by stores

Oh My God! 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 who shop from the retailer in their post-codes. Of course they have to manage the VIP relationships from their stores. Stores are points of service for those customers.

You engage with your customers through mobiles

Whether through social media or using mobile apps, with VIP and Regular customers you are always available. You are living effectively in a ‘what’s app’ world.

You have a Head of Pricing – who makes sure you are Price Competitive

You cannot afford to be price ‘in-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

Why, because 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

Because you have access to ‘Order Routing Heaven’. You do not have to have all your stock in your stores. You need to spread stock distribution between, local stores, hub stores, central warehouses, suppliers and sometimes all the way back to the ‘factory’. That is the ‘key’ to profitability.

You are effectively a Marketplace, because you connect digitally all the way back to suppliers

Yes sir/madame, we can get you 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

They account for 40% of sales and 60% of your profits, if they shop 20% more each year it doubles your profits. In fact these customers have a ‘slate’ in their local stores, when they shop, it gets added to their ‘account’, which they settle monthly. They are the ones who are offered first discounts on new seasons products. They are sent curated lookbooks, and are invited to events.

Store staff and really effective sales people

They 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.



 

Privacy Preference Center

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 All

Manage Consent Preferences

Strictly Necessary Cookies Always Active
Analytics Cookies

By 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