GOOGLE GUEST SPEAKER: Bridging the online and offline world

NOTES CLASS

Most of retailer’s transactions are happening in stores such as IKEA for example.
60% of sales happening in stores are influenced by the digital world such as social
media, website etc.
Local searches proximity experience with the brand and high likely you will visit
the store in less than 24H
Consumer and organization challenge lack of communication between the
offline world and online world managers.
If the website is slow you lose the consumer = you lose your touch point
Brands have to adapt to consumers need
We want to be able to deliver a customer experience in both online and offline
world.
Layers is how to be visible at the right moment for the end customer

Key pillars for winning in Omni-channel

 Deliver a brilliant and unique customer experience

 Create sustainable businesses that withstand and endure in ever changing
environment
 Organizational robustness
Within EUROPE, Bever offers the best Omni channel customer experience, why?
-Wide range of fulfillment options available including next day delivery (up to 11am)
and click and collect Omni channel program (Bever card), gift cards and customer
service
-Promotion of in-store Wi-Fi and Mobile phone charging station
-Cross-channel promotion of online shop in-store
8 principles for a better Omni-channel Customer experiences
Best-in-class example
1. Provide product details and information that enables and encourages
purchases in any sales channel
2. Provide store information and store details that make it eay and interesting to
find and visit a store nearby (in store map)
3. Personalize the customer experience across all of your sales and marketing
channels (sending personalized new letters)
4. Enable frictionless movement between channels for your customers
5. Give customers flexibility in how to receive, collect and return their purchases
6. Use technologies in store that enable omni-channel experiences
 7. Make the customer service truly omi-channel
8. Utilize cross-promotion and encourage Omni channel behavior

Convenience is expected like Apps, home delivery, Click Collect, the new store
concepts (amazon go)
Personalization is the new standard ( personal promotion, content adaptation …)
The use of machine learning and artificial intelligence (Smart checkouts, virtual
screens, virtual shopping, virtual assistance, in-store assistance, personaloed offers)
Digital experiences: Virtual and augmented reality/ use of digital screens
But the retail shelf is key to close the deal
Omnichannel Measurement Selling offline and online
By enabling a first contact with the product itself, the shelf has always been a key
decision influencer
Measurement is among the top challenfes of marketers when it comes to
omnichanenel marketing strategies