Bringing Digital
into Store, now
and in the future
Neil Adamson
Digital Commerce Lead
Accenture Interactive
Agenda
The now
An integrated store
The future
Recent history: multi/omni-channel
Multi-channel
• Website
• Contact Centre (& Catalog)
• Mobile (separate platform)
• Siloed inventory & fulfilment
Omni-channel
• On demand inventory visibility
• Click & Collect
• Click & Reserve
• Integrated Mobile
Digital Physical
• Point of Sale
• Social Integration
• Geo-location
• Customer recognition & tracking
• Digital shopping assistants
An integrated store
Introducing:
Addressing three major digital physical trends
Often not addressing specific customer context in store “Wrong-end” thinking – mostly driven by eCommerce
Customers don’t come to store to search online
Good to attract and inform customers Focused on product presentation Missing link to sales capability, hence not using potential
• Looks like just an online store placed into a shop
• Full item range
• Focus on one or two specific products • They can advertise daily offers and
change the content e.g. based on weather conditions
In-store Kiosk In-store advertisement
Often missing customer analytics
• Digital tools to improve sales staff capabilities
• Provides suggestions and additional information
• Save the sale
Sales staff enablement
Bridging the gap between online and physical retail,
combining the benefits of both worlds
How Integrated Store works:
Allows retailers to offer products from existing online shops directly in the store
and to adjust assortment and presentation to contextual shopper situations
The solution supports all sales formats: e.g. own stores, wholesale, franchise
The consumer can choose between delivery to home or pick-up in store.
The order will be paid directly in the store and fulfilled through the online shop.
Connecting online-shop with retail
Online-Shop
Brick & Mortar Stores
Tablets Customer Own Online Shop
Online-Shop
3rdParty Fulfilment
Integrated
Store
Platform
A simple, basic process focusing on the consumer
and the in-store shopping experience
Deliver Product or Pick-up in store
Enter basic Consumer Data Article not available
in store OR out of
stock Select Product
Generate Code Scan Code
& Pay in Store
Out of stock or planned online-only items
Self-service or assisted buying
The shopper chooses delivery option and fills
in his basic data
A receipt with items, price and barcode is printed
Product is shipped home or to the store for pick-up
Optional
Recommendations, Cross-Selling, Adv. Product Info
Optional Mobile QR Code Mobile Wallet Optional Swipe Card, Reservations Optional Shop-in-Shop Integration Optional Loyalty Card, Vouchers, Newsletter Optional Ship to different store, After Sales Service
The payment taken at the POS, order placed via eCommerce
Connecting existing online & retail capabilities to create
seamless consumer experience
Analytics Engine Listing Engine Listing Cockpit Vendor Tool Shopper Terminal Coupon Code scan & payment Order Fulfillment System Delivery Dashboard
• Supplier + Retailer views • Strategic analytics and
operational store -view
Mobile payment Product Information System
• Product descriptions • Prices Code CRM Payment confirmation
ONLINE
Integrated StoreRETAIL
Shopper Mobile Digital Signage Order Cockpit
Supporting multiple usage scenarios in store through flexible
adaption of mobile front-ends
VENDOR-TOOL
SHOPPER-TOOL
Tool to enable self-service for customers
Display selected or full range of
products and corresponding information
Mobile Vendor Tool
User interface designed for the selling process (product details,
up- / cross-sell)
Perfect for seasonal
products, extended
assortment, special offers, testing interest in new product
EXHIBITION STAND
Three dedicated modules support each phase of the
new digital in-store processes
Listing Cockpit
Order Cockpit
Dashboard
Flexible pre-order processes
After Sales services at a fingertip
Relevant analytics to improve conversion
Pre-Order
Post-Order
Analytics
The Dashboard show you relevant KPIs and reports on
store and regional level in order to improve assortment
and placing of tablets The order cockpit is your tool to
effectively handle all kinds of after-sales processes, returns, customer enquires and payouts. The listing cockpit allows
for flexible display of products at local prices,
manage tablets, stores and profiles
The integration of industry partners is one of the key
differentiators and has been considered from the beginning
Provides seamless customer experience & clear benefits
to retailers & consumers
+ Addressing out of stock
situations
+ Supports impulse buying + Allow payment in store + Cross-selling in the store + Unique in-store analytics
B&M
Store
Mobile
Apps
Online
Shop
- Limited space (and assortment)
- Risk of „out of stock“
(size, color, etc.)
- Requires download of App
- Addresses mostly loyal power shoppers
- Not integrated in in-store experience - Often still separate
Three simple integration points
Order Request Order Status Fulfilment Product Info Price Sellable Quantity Product Display Consumer Interaction Generation of OrderOne generic „Storeplus Product“
Confirmation of payment
PIM Tablet
Order Fulfillment Cashier system
1. Product Data 2. Product Data
3. Product Reservation
4. Payment 5. Order
Interface to client systems Internal interfaces
Integrated
Store
Dashboard Order Cockpit Listing Cockpit Integrated Store ComponentsAs ever it’s the business that makes the difference for success
Put the customer first
• Shopping should be as easy as putting an item into the basket and not require lengthy browsing • Stimulate the consumer in the right shopping context
• Allow traditional payment at the till
Sell the right things
• Think product first: Your online bestseller might not be your bestsellers in the store • Avoid low margin, high handling cost items to be delivery to the store
Sell fast
• Use targeted shopper marketing to make consumer aware of the new buying option
• Guide them through the process once and provide an incentive (e.g. free chocolate delivered to their home once the completed the ordering process)
