E‐commerce is a well‐established channel
Retail e‐commerce in Canada is a $22 billion industry and is expected to reach upwards of $40 billion in five years. This
channel has been propelling almost all of the growth for retailers over the past five years―both as a stand‐alone business
and as a supporting channel to retailers’ store and catalogue businesses.
Niche retailers (e.g., Sephora), general merchandisers (e.g., Macy’s, Walmart, etc.), and e‐commerce giants and online
pure‐plays (e.g., Amazon, Alibaba) are all selling and servicing clients online. They do billions a year through their
e‐commerce channel.
Shoppers have changed
Today’s consumer behaviour has changed dramatically because of the internet and online shopping. Today the internet is
used by 86% of Canadians. Furthermore, amongst internet users, the majority research/shop multiple channels: 74%
webroom (research online and then buy in‐store) and 63% showroom (research in‐store and then buy online).
To compete successfully, retailers must be present throughout a customer’s decision‐making journey: what items and
brands to buy, where to buy them, how to use them, etc.
The landscape is in continuous flux. Mobile is used for online research and it continues to gain importance as shoppers
switch to smartphones. 79% of Canadians own a cellphone and 55% own a smartphone. A 2014 study found 46% of
Canadian smartphone owners checked the price of a product against other retailers on their smartphone while in‐store.
Omni‐channel Retailing
Brick and mortar stores can no longer ignore e‐commerce. Multi‐channel retailers cannot ignore the failing single channel‐
centric approach to retailing.
Today it is estimated that over 50% of all retail sales are influenced by the web. Large retailers such as Macy’s are
investing millions in their omni‐channel retailing strategy and even small and medium sized enterprises are adopting new
omni‐channel technologies made just for them. With consumers demanding a seamless and consistent experience across
both channels and touchpoints and with rivals ramping up (e.g. online retailers and marketplaces such as Alibaba, Etsy,
Amazon), a competitive business model is required to survive and thrive!
DEFINITION: Omni‐channel retailing is a strategic and operational model that
businesses are adopting to produce a superior customer experience according to
the way consumers shop today
If your company is not aligning its business model with this new landscape, its
ability to compete for customers will be restricted, it will lose customers and
market share, and it will become less relevant.
J.C. Williams Group
www.jcwg.com
Moving to Omni‐channel with J.C. Williams Group
J.C. Williams Group will help manage this business journey for growth
This is a general plan on the steps you will need to take. We will start from the place you are at now and work from there.
1. Vision
2. Assessment
External
Internal
3. Test Implementation
4. New Customer Journey
5. Customer Journey Support
Y O U R O M N I ‐ C H A N N E L S U P P O R T P L A T F O R M
Online and store All touchpoints (incl. mobile)
Pilot test, logistics Pilot omni‐channel
Market, store, web, IT, other Inventory management, supply chain,
IT integration, logistics, returns Analysis
Segment customers Consumer behaviour
PHASE 3
Cross‐channel
PHASE 4
Omni‐channel
PHASE 1
Current situation
PHASE 2
E‐commerce website
Size your market opportunity Competitive analysis
Assess current situation Technology (IT), order management,
fulfillment
Base work needed TBD E‐commerce
Stores plus… Online (Website and E‐commerce site)
A
qui
ck
initial
review
of
whe
re
you
are
at,
where
you
would
like
to
be
in
the
future,
and
wher
e
the
plan
to
get
to
omni
‐chan
nel
should
start
Organization and people
Marketing
Stores/physical presence
Merchandise categories
Services
Shipping and returns
Supply chain, vendor partners
Analytics
Special activities
We assess your current situation first. For example, if you are in Phase 2 and you already have an e‐commerce enabled website, we will get you to a cross‐channel phase (3) and then to omni‐channel (4)
We will conduct an internal and external analysis that goes from framing your business’ market potential to reviewing IT systems, order management, logistics, and more!
After your strategy is created we will assist you with implementation of your e‐commerce site, to integrate across‐channels and to set up a pilot omni‐channel operation.
Based on the Phase you are in, we will focus on the following channels.
We don’t stop there! Post‐implementation, we can assess and improve each of the below, critical components in the customer journey by providing ongoing support to gain the maximum output.
Your Advisory Team
Coordinator and Strategic Director Suthamie Poologasingham and Bruce Winder
Financial Model & Market Sizing Terry Henderson
Organization and Strategy Lisa Hutcheson and Okamura Consulting
Research and Consumer Behavior JCWG team
Information Technology, POS Laurie Zeitz
E‐commerce Platform and Development JCWG and Partners
Inventory Management, Merchandising and EDI Laurie Zeitz and Bruce Winder
Order Management Laurie Zeitz
Analytics Suthamie Poologasingham and Laurie Zeitz
Marketing and Social Media John Torella
Store Integration JCWG Team and Partners
Fulfillment and Logistics Spaide & Kuipers
Who We Are
With 40 years of unparalleled experience, J.C. Williams Group gives their clients advice and insights that are creative yet
prac cal―from advisors who are acknowledged industry leaders. As global thought leaders, we serve clients in Canada,
USA, Middle East, Russia, North Africa, and Southeast Asia.
We serve retailers, shopping centers, urban governments, manufacturers, financial investors, universities,
and hospitals.
We are part of the EBELTOFT Group – an international consortium of retailers who bring expertise and best practices
together from around the world. Our clients always gain the best of our local and global knowledge!
E‐commerce and Omni‐channel Expertise
With over three decades of experience, our team provides clients with the following services:
E‐commerce strategic planning
Concept evaluation
Channel development
Business plan development
Market research
Investor advisory services
International market expansion
Omni‐channel gap analysis
Omni‐channel systems and operations
Omni‐channel organizational development
J.C. Williams Group
www.jcwg.com
J.C. Williams Group E‐commerce Publications
Canadian E‐tail Report
J.C. Williams Group has worked on many e‐commerce evaluation projects and have been stunned
at the lack of publicly available information on e‐commerce in Canada. While there are multiple
sources in the U.S. and U.K. for online customer purchasing habits, any Canadian information deals
with only part of the overall online shopping experience. J.C. Williams Group, the source of retail
information in Canada, has taken this as a challenge and has created the Canadian E‐tail Report.
Our most recent wave of research was completed in November 2014 and our next wave featuring holiday sales will be
available next month. Look for news on the report’s findings in the upcoming weeks and significant findings on holiday
shopping online.
Online Shoppers and Buyers – White Paper
Retailers need to provide an outstanding online shopping experience. For most Canadians, online
purchasing is no longer mysterious and, for many, it is the preferred way to shop.
This detailed survey, sponsored by Canada Post and conducted by J.C. Williams Group, demonstrates
that Canadian online shoppers’ confidence when buying online has increased and their expectations
for a seamless and enjoyable customer experience are higher than ever. The study distinguishes
between online shoppers (people who research online only) and online buyers (those who also make
purchases), and identifies barriers to online purchasing. Available at: http://www.jcwg.com
Global Cross‐channel Retailing Report
Cross‐channel retailing is not a new concept. In the past five to seven years we have observed world
class retailers fully embrace their cross‐channel journey. However, cross‐channel strategies are poorly
understood from senior executives to front line store associates. This study benchmarks cross‐channel
capabilities among leading retailers across 17 countries as a means to assist retailers as they determine
their cross‐channel future. Detailed reporting on Canada is also available; speak to us for details.
Available at: http://www.jcwg.com
Retail 4G
From sales and service, to merchandise and design, success in today’s ever‐evolving retail world means
getting your business tactics right…every time. But with limited time and resources, how do you keep
your business moving forward? Our complimentary eBook series, in partnership with the Retail Council
of Canada, includes a chapter on e‐commerce and how to setup and sell online.
Available at: http://www.retailcouncil.org/research/publications/retail‐4g‐ebook#
Retail Innovations 10
Retail Innovations is an annual publication featuring the latest global retail trends. This year’s
edition includes 7 global innovation trends and 60 of the best innovation cases from 21
countries. Available at: http://www.jcwg.com
