Trends in Omni

Channel Strategy in
Retail

Group II
Team Wandering Hawkers

Ayush Agarwal (G002)

Akriti Arora (G006)
Pratik Bhatia (G008)
Purva Ganediwal (G020
Sneha Girish (G025)
Ankur Gupta (G029)
Abhik Tayal (G060)

Why and what is

Omni- Channel
retail?

Models in practice

Omni channel retail

Supply Chain

Consumer behaviour
in omni-channel

Best-in class Omni

channel retailers

Oasis

UK fashion retailer

It has an ecommerce site, mobile

app, brick-n-mortar stores
It arms its in-store associates with
iPads to give shoppers on-the-spot
information on product availability
Similarly online customers can use
seek and send service where
retailer searches its stores for the
product and ships it to the shopper.
It provides convenient (and free)
options when it comes to returning
items

Starbucks

The coffee company

A seamless user experience across

all channels
Customers have the option of
checking and reloading their
Starbucks card balance through their
phone, the Starbucks website, or when
theyre at the store
Any balance or profile changes are
also updated in real-time, across all
channels.
Payments can be made through
physical reward cards or phones with
real time balance updates

Chipotle

Mexican Grill

Multiple channels for customers to

place orders
Customers can place an order online
for pick-up at nearest store locations.
They can also use the mobile app to
order.
User can create an account and can
track pas orders, save their favorites
for faster ordering in future
Account information can be accessed
both online and using the app.

Bank of America
Higher Standards

Brand that is trying to provide

dynamic experience to the customers
Apart from physical locations, it has
mobile and desktop apps for the
convenience of the customers
It allows almost everything through
all the channels from cheque
depositing to appointment scheduling.
Complex banking needs are yet to be
fulfilled but many of these like paying
bills etc. are implemented

Disney

Entertainment Giant

Good attention to details

Mobile responsive website giving incredible user experience
Trip planning website also works well on mobile
My Disney experience tool plans your entire trip from booking dining
places to securing fast pass
In the park, you can use your mobile app to locate the attractions you
want to see, as well as view the estimated wait time for each of them
Magic band program: tool that acts as a hotel room key, photo storage
device for any pictures taken of you with Disney characters, and a food
ordering tool.

Major Challenges

Best Practices in Omni Channel

What do Showroomers desire?

Showroomers are those who try on or check out

products in person, but decide to purchase them
online if they find a better price.
5 Types of Showroomers
What Showroomers want?
More interested in
Reasons why consumers
mobile commerce
Showroomers
are
engage in showrooming
more Loyal
Want personalised experienc

customers

20% of consumers are showroomers No. 1 reason for showrooming

Will trade personal details for
Rewards
Frequency
of Mobile
Activities In-Store
More likely
to
More likely to engage
participate in loyalty
with online
programs
advertising
Interested in new retail
concepts that improve
shopping experience

*Source: ComScore, Delloitte reports

How to deal with Showroomers?

Price Matching Strategy

By Enabling Technology
Mobile Apps
Digital Signage and Kiosks
Social Media
Reward Offers that Influence In-store Purchases

Interest in conducing
Product/Purchase
sharing
various Mobile
activities

Lastly, Embrace Customer Habits

check in
Wishlist
Sharing
33% Location-based

Digital Receipts
QR Barcodes

Digital Coupon Readin

31% Interact with stores social media page
Participation
marketing
page
(gamification)
33% Post experience on my own social media Geo-Tagging
Shared shopping
cart
*Source: ComScore, Delloitte reports

Inside of a
successful
implementation

Focus on
Supply Chain

Robust Order
Management

Optimized warehousing
& distribution operations
Allign to customer
expectation
More cordination
between various
channels

onvenient & Secure

Payment Systems
Cloud enabled payment
systems
Technology advanced &
Cost effective solutions
Mobile payments
increase convenience
Focus on secured
payments

Seamless integration
from
point of order to the
final
delivery
Transfer of real time
information between
departments

Customer Driven
Delivery
Click-n-collect
Reserve-n-collect
Drop Shipping
customer order triggers
shipment from 3rd party
Coded delivery lockers
collect /return item at
convenient places

Consumer behaviour
in omni-channel