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1、Omnichannel Retail BenchmarkDisclaimerPrimarkThe findings and screenshots included in this document are subject to changes.This benchmark document is based on information available at the time of publication and may not be relevant or accurate when this document is read at a later date.Services and

2、features are always evolving.Readers are advised to verify current conditions and information independently.2Omnichannel Strategy3Contents04081318375159IntroductionKey findingsOmnichannel beginnerOmnichannel intermediatesOmnichannel experts Omnichannel benchmark settersConclusion3Omnichannel Strateg

3、yIntroduction014Omnichannel StrategyThe need for omnichannel functionality is crucial for brands across industries,but its particularly important in retailKnowing what works and whats needed for your omnichannel solutions is easier with clear examples of what the industry leaders are doing thats wor

4、king for them.5Omnichannel StrategyOmnichannel evolution from Mono to IntegratedMonochannel:Serve all audiences through one channel,traditionally in a physical store.Multiple channels:Introduce more channels to serve different customer segments.Multichannel:Offer a range of channels and interaction

5、modes to each customer segment.Omnichannel:Companies connect processes and data across channels to make customer journeys as seamless as possible.Total commerce:Use their app to orchestrate human and digital interactions and differentiate the parent experience.Source:Mckinsey&CompanyCustomerMobile c

6、hannelOther channel6Omnichannel StrategyWhat to find in Valtechs omnichannel benchmark in retail?For this benchmark tool,we examined 10 different brands each at different stages in their omnichannel maturity,from beginners to the true benchmark setters,and analyzed what aspects of their offerings ar

7、e bringing the most success.Through this Benchmark youll be able to recognize where on the omnichannel continuum you fall and gain insights into the offerings and systems that are working for leading Retail brands.We hope this guide offers inspiration for companies developing their own omnichannel s

8、trategy as well as creates a North Star to show what success brands are chasing.Read on to discover what your peers are doing right and how your brand measures up to the standards theyre setting.7Omnichannel StrategyKey findings028Omnichannel StrategyDifferent stages of maturity Digital investmentBr

9、and preferenceMultichannelOmnichannelPlatformsRetailersTotal Commerce The analysis has unveiled different stages of maturity among the selected brands.Reaching the ultimate stage of Total Commerce can be done in different ways depending on brand strategy and background.Total commerce is the target v

10、ision for every actor,but no brand has truly reached this stage yet.9Omnichannel StrategyMobile app,its crucial role to activate an integrated experience Awareness Product discovery Acquisition(SEO/SEA)Buy Showroom of the brand,its products and its values Events and exclusive experience Proximity,ad

11、vises,tips,human to human connectionWebsiteAppIntegrated ExperienceEcommerce:Personalized experience,fun and usefulEngagement:Exclusive content,meaningful messages and timely activationsIn store:Facilitate and demonstrate the product to the consumerRetailDrive to appDrive to store10Omnichannel Strat

12、egyuserid:145584,docid:525679,date:2024-09-27,Omnichannel list of“features”Omnichannel =client-centricityOmnichannel sales channelsOmnichannel =strong back office+managementDos and donts for an omnichannel experienceOmnichannel principles must be integrated into the companys strategy and its identit

13、y.Strategic choices are made by the brands,with a focus on certain services that stand out.Its important to consider the customers maturity and the importance of the customer onboarding,especially on the mobile app.The app is not always adopted in-store,requiring caution when adding new features,par

14、ticularly“gadgets.”Omnichannel goes beyond the transactional experience with the brand.It encompasses all interactions with the brand,whether it is purchase-related or not.It includes content,loyalty programs,communication,smart use of customer data,services and more.An organizational model requires

15、 shared data and KPIs so that everyone understands their contribution to the companys success.Training for sales associates,who interact directly with customers is also crucial.Decathlon11Omnichannel StrategyThree pillars of a successful customer experienceIntegration of channelsThe different channe

16、ls must be seamlessly connected,allowing customers to easily transition from one channel to another without loss of information or level of experience.All channels should equally guide customers towards the most seamless experience possible.In this journey,each touchpoint plays a specific role.The s

17、ervices offered must be accessible across different touchpoints,consistent throughout the journey and communicated clearly.Consistency across channels The customer experience is consistent regardless of the channel used(physical store,website,mobile app,social media,etc.).The brands values and attri

18、butes are uniformly presented across all channels.Personalized journeyProduct recommendations,special offers and communications should be tailored to individual customer preferences and the context in which they find themselves.Loyalty program is at the heart of this experience.SephoraSeamless journ

19、ey =12Omnichannel Strategy13Part 1:Omnichannel Beginner03 Primark13Omnichannel StrategyOmnichannel beginnerDigital investmentBrand preferenceMultichannelOmnichannelPlatformsRetailersTotal Commerce Brand experience is not very consistent across different channels(e.g.,only transactional ecommerce).Jo

20、urney accross different channels is not very smooth(e.g.,single-channel gift cards),with potential additions of other channels(e.g.,second-hand,marketplace)that are not integrated into the overall experience.Services offered are basic and primarily single-channel(e.g.,repair only in-store),even thou

21、gh some services connect channels(e.g.,click and collect).There are few to no personalizations and mass communications.14Omnichannel StrategyPrimarkEcommerce at Primark remains off the table as the numbers just dont support the low prices theyre known for.Primark gets the value of digital for their

22、business,but they also know that going all-in online could hurt their successful formula.Ultimately,the goal is to attract more people into their stores.10.6 billion 0%330Revenue(2023)lDigital salesStores(24 in France)Retail Technology Innovation Hub April 2022“15Omnichannel StrategyPrimarkWebsiteTo

23、uchpointsIs a simple ecosystem for boosting store traffic sustainable in the long term?Buzz around new store openingsAvailability check,testing click&collect in the UK1.Revenue2.Products searchGift card(purchase available online)StoreSocial mediaCustomer serviceNewsletter16Omnichannel StrategyPrimar

24、kFocusAvailability check,updated at end of day17Omnichannel StrategyPrimark18Part 2:Omnichannel Intermediates04 Zara Starbucks Lululemon Decathlon18Omnichannel StrategyOmnichannel intermediatesDigital investmentBrand preferenceMultichannelOmnichannelPlatformsRetailersTotal Commerce Enhanced shopping

25、 experience:all channels are integrated for a smooth and flexible experience(e.g.,app/store mode that supports in-store shopping)with the brand consistently reflected across all touchpoints.The services offered are omnichannel(e.g.,repair available online,via the app,or in-store);all basic services

26、are covered,and differentiating omnichannel services are provided(e.g.,delivery of a marketplace item to the store).Basic personalization of communication:contextualization or customization.19Omnichannel StrategyZaraThis idea of fully integrating inventories between stores and the ecommerce site is

27、very strategic for us.The ability to offer a buyer what they want,and quickly,increases the likelihood of a sale at full price.18 billion 30%1880Revenue(2022)lPercentage of digital sales(2024 projections)Stores (100+in France)Pablo Isla CEO,Inditex“Zara20Omnichannel StrategyKey learningsThe shopping

28、 experience The shopping experience is made as fluid as possible to compete with pure players,using store assets.Everything is designed to respond to customer friction throughout the purchasing process.Various delivery options(including ship-from-store)Differentiating services that make shopping eas

29、ier(120 min click&go,eight to 12 sec parcel collection terminal,reservable fitting room,click&try.)and in particular the in-store mode on the app:the app accompanies the customer throughout the purchase and post-purchase journey with an enhanced in-store experienceBrand engagement Brand engagement c

30、omes from the effectiveness of the omnichannel journey,but above all from corporate strategy(offering the latest trends).Zara does not offer a loyalty program and does not invest heavily in advertising(0.3%of sales).The app offers no particular mechanism for retention and engagement The brand theref

31、ore focuses on its operational efficiency,both in terms of always offering the latest trends(no item stays on the shelves for more than four weeks)and the best shopping experience:there are few services that are more emotional,at the service of the brand and engagementOmnichannel for a simpler,smoot

32、her transaction experience21Omnichannel StrategyZaraWebsiteCustomer serviceSocial mediaApp*StoreTouchpointsA simple ecosystem to boost purchasing frequencyClick&collectStore mode Facebook,XBack-in-stockNewsletterBack-in-stockSharing gift cardSocial sellingNewsletter*The role of the app:1.Plana visit

33、,streamline the in-store and online experience.2.Offer innovative services for a premium touch(cabin reservations,etc.).Email1.Revenue 2.Trends1.Revenue 2.Trends1.Revenue 2.Trends1.Revenue 2.Trends22Omnichannel StrategyZaraFocusThe app at the heart of the customer journey and as an extension of the

34、storeZaraA fast,efficient experience:A hybrid shopping experience with the Store Mode:save items and findit in store Services to make shopping easier:locate Stores near you,check stock availability,cabin reservations,fast returns,pay&go Zara“pre-owned”available online and in-store:scan items for onl

35、ine second-hand clothing,repair,clothing donationsZara23Omnichannel StrategyStarbucksWe need to think of customer knowledge as the top of the funnel;a facilitator for the relationships we can build that eventually lead people to the Starbucks loyalty program.29,5 billion$31,7%38kRevenue(2023)Share o

36、f Starbucks customers using the mobile app to make in-store payments(2023)Stores(238 in France)Matthew Ryan VP&Chief Strategy Officer“Starbucks24Omnichannel StrategyKey learningsThe main touchpointsThe main touchpoints,Store and App,act as a means of gathering customer data and then engaging them th

37、rough the loyalty program.Starbuckss strategy is to identify the strongest customer touchpoint,encourage its use with clear advantages,and build loyalty In Starbuckscase,these are the mobile app(mandatory for the loyalty program)and in-store Wi-Fi(usually requiring an email)The ecosystemMobile appli

38、cation is at the heart of the ecosystem,streamlining customer experience and building brand loyalty.Through the data collected as part of the Starbucks loyalty program,the customer receives personalized rewards based on their purchase preferences and in-store behavior Save time with mobile payment R

39、eal-time push notifications of special offers and local events Personalize orders and easily find their favorite drinksA fully connected loyalty program and application for omnichannel serviceStarbucks25Omnichannel StrategyEmailApp*StoreWebsiteTouchpointsAn ecosystem built around the loyalty program

40、 and reliant on the relationship between the app and the storeCoffee at Home-DeliveriesStarbucks rewardsLocation-based coffee shopsClick&CollectMail clientPersonalized offersNewsletterPersonalized offers*The role of the app:1)Integrating the loyalty program.2)Streamlining the experience(anticipating

41、 purchase&mobile payment).Starbucks1.Revenue1.Revenue 2.Customer satisfaction 1.Revenue 2.Customer satisfaction 3.Starbucks rewardsCustomer26Omnichannel StrategyFocusMany offers require customers to be enrolled in the Starbucks Rewards program.The app includes a series of important actions that Star

42、bucks wants its customers to take:Become a member of the Rewards program Use the Starbucks app to order in advance as part of their click&collect strategy Repurchase the product within a week,to help cement the relationship with the customerStarbucks mobile app users and penetration(US,2023-2027)100

43、9080706050403020100202336,312,9%13,8%14,4%15,0%15,5%39,141,343,245,02024202520262027MillionsNote:ages 14+;mobile phone users who make a proximity mobile payment transaction using Starbucks app via mobile phone at least once per month.Source:Insider Intelligence,eMarketer,April 2023%of populationStar

44、bucks Rewards:How to boost app adoptionStarbucks27Omnichannel StrategyFocusTo use the Starbucks payment solution,customers need to create an account and fund it.At the checkout,a QR code appears on the terminal screen,allowing the user to be identified and charged.For app users,the value of Mobile P

45、ayment is clear:saving time and money at the checkout,while earning loyalty points and special offers.The solution is the second most used payment method in the US,surpassing Google Pay and Samsung Pay.This momentum is attributed not only to the early launch of the system and its rapid adoption but

46、also to its ease of use and the loyalty of the brands customers.And more concretely,its ability to link payment to the loyalty program.Proximity mobile payment users,by platform(US,2024)1009080706050403020100Samsung Pay14,439,1Starbucks Mobile App36,4Google Pay60,2Apple PayMillionsNote:ages 14+;mobi

47、le phone users who have made at least one proximity mobile payment transaction in the past six months using each respective platform.Source:Insider Intelligence,eMarketer,April 2023Mobile payments enhance customer fluidity and loyaltyStarbucks28Omnichannel StrategyLululemonThe companys objective is

48、to build a platform and an ecosystem that will contribute toelevatethe experiences,community values and relationships that have made its reputation.8 billion$40%552Revenue(2023)lPercentage of digital sales(2024 forecast)Stores(including 5 in France)MiguelAlmeida Executive VP,Digital“Lululemon29Omnic

49、hannel StrategyKey learningsThe experiential placeThe retail space acts as an experiential place to build brand awareness and connect the community.The brand focuses on DTC(Direct-to-Consumer)distribution to control the brand experience The retail spaces are designed to be more than just a place to

50、buy sportswear;they serve as a community hub,featuring dedicated spaces for fitness classes,workshops and other eventsThe power of digitalWith a hyper-efficient online experience,digital acts as a business lever at the service of the brand.In the US,the brand covers the basics and emphasizes easier

51、online shopping with expert support like virtual shopping and customer service Furthermore,the partnership with Peloton ensures the company produces relevant content for its members,thus fostering long-term engagement with the brandSpecific functions for offline and online touchpointsLululemon30Omni

52、channel StrategyWebsiteEmailApp*PeletoniMessage AppleZoomStoreTouchpointsThe asset store for the Lululemon experience vs.digital to boost business,with the app at the centerNewsletterLive chat*The role of the app:1.Shopping made easy.2.Access to community and content/events.3.Early access to new col

53、lections&exclusive.Lululemon1.Revenue 2.Experience 1.Experience1.Revenue1.Revenue 2.Experience1.RevenueCustomer serviceEventsSocial media31Omnichannel StrategyFocusZaraVirtual shopping meetings 1:1 online appointment with an expert to ask questions about size,style or gift recommendations.Shopping a

54、ppointment with a specialist Collection of needs and preferences beforehand:fitness activities,favorite colors and prints,equipment sizes.Valet service access Welcome with a beverage Setup of items in the fitting room with a selection of pieces Dedicated consultant for the appointment:need another s

55、ize or just an expert style opinionLululemon32Omnichannel StrategyDecathlonTo provide a truly personalized experience to our customers,its important to understand their individual needs.By asking the right questions and building customer profiles,we can offer them the most appropriate products,solut

56、ions or services.15 billion$20%2080Revenue(2023)Share of revenue generated digitally(including via Ultimate kiosks and the CubInstore app)Stores(300+in France)Alexandre Velge Leader Onsite Customer Experience“Decathlon33Omnichannel StrategyKey learningsThe simplification of services allows staff to

57、quickly check product availability without the need for manual checks.This not only saves time,but also allows for greater focus on customer engagement and support.Improved visibility of inventory online and in-store:Accurate inventory management maintains optimal stock levels,reduces overstock,and

58、ensures products are available when customers need them.Applications as an anchor for usageApplications embody the product-oriented positioning(versus retail)and serve as a relay point for building the brand,which is based on its humanity.Through its suite of applications,the brand is not just a pro

59、moter of sports but an active participant.A fully integrated marketplaceWith a 100%integrated marketplace that manages not to undermine its own brand and offering,Decathlon stands out as a particularly strong brand among retailers by no longer targeting consumers(a retail positioning)but users(a pro

60、duct positioning).The customer experience is seamless between distributed brands and Decathlons own brands.The offerings and services are harmonized across stores,the website and the Decathlon shopping app,demonstrating Decathlons ability to transcend the traditional distributor model and become a s

61、trong brand.The connection between the shopping app and a dedicated store enhances the overall feeling of a personalized experience.Streamlined customer experience Decathlon leverages RFID technology for a seamless,integrated in-store experience.A strong brand that is embodied in its usesDecathlon34

62、Omnichannel StrategyDecathlon Shopping*Decathlon CoachDecathlon OutdoorsKiprun PacerDecathlon GeocoverDecathlon CampHome Darts ClubConsideration+PurchasingUsesFocusMobile technology at the service of users,featuring various types of apps*The role of the app:1.Streamline the experience(anticipate pur

63、chase&Mobile payment).2.Promote product use.3.Integrate loyalty programs.Decathlon support:WhatsApp,Messenger,Telephone,TutorialsDecathlon1.Purchasing1.Sports coach1.Hiking inspiration1.Training plan for running1.Track and locate your bike1.Facilitate the use of camping tents1.Making darts easier to

64、 play at home35Omnichannel StrategyZaraDecathlonFocusSporty,the assistant that extends the expertise of sales advisors into the digital realmDecathlon is renowned for its extensive product range,but its the sales advisors who truly enhance the shopping experience by linking products to specific user

65、 needs.To replicate this essential in-store interaction,the brand introduced“Sporty,”an innovative tool aimed at transferring the expertise of sales advisors to its online platforms and mobile app.Sportys goalis to foster online engagement and reinforce the concept of“experiential mirrors,”ensuring

66、that each channel is not just complementary but also consistent,providing a seamless customer experience across all touchpoints.36Omnichannel Strategy37Part 3:Omnichannel Experts05 Sephora Nike AppleOmnichannel experts Digital investmentBrand preferenceMultichannelOmnichannelPlatformsRetailersTotal

67、Commerce Seamless integration of all channels is not only about facilitating purchases but also about engaging customers with the brand,especially in the post-purchase phase.Most differentiating services are offered to further create brand preference.Services,content and offers are hyper-personalize

68、d with a full marketing approach,featuring creative content throughout the journey to enhance the impact at each stage.38Omnichannel StrategySephoraOmnichannel no longer solely implies a seamless and linear journey based on fluidity across various channels.Today,we embrace a fully hybrid approach th

69、at blends efficiency with emotion.12 billion$25%2700Revenue(2022)Digital salesStores(2023)Soumia Hadjali Former Chief Digital Officer in charge of eCommerce,Data&Technology“Sephora39Omnichannel StrategyKey learningsA smooth,fun and social shopping experience A wide range of services to make the purc

70、hasing process more fluid(click&collect 2h,mobile payment,express delivery with courier,ship-from-store,etc.)In addition,Sephora is developing its range of beauty services to offer customers greater proximity and pleasure,bookable via all channels Other features include live shopping and co-shopping

71、 experiences(Sephora shopping party)Cutting-edge technologies Personalized support online,on the app or in-store offer an experiential and individual pathway.This approach allows for a customer experience that feels uniquely personal to the individual without feeling transactional.Sephora relies on

72、cutting-edge technologies(AI)to offer customers both in-store and online a precise diagnosis and the best product recommendations based on their needs Sales teams are fully equipped to offer their customers the best possible advice(iPad and customer knowledge thanks to the“Love Meter”barometer,acces

73、s to purchase history,loyalty program.)Engagement accross all touchpoints With an emphasis on community engagement,the loyalty program is at the heart of the Sephora experience,offering even more personalized offers and services.Segmentation of the loyalty program to increase community membership Or

74、ganization of exclusive events and invitations to phygital experiences such as“SEPHORiA:House Of Beauty”Highlighting social networking trends.Leverage the best of each channel to deliver a personalized,memorable experienceSephora40Omnichannel StrategyEmailStoreTouchpointsThe store as a vehicle for e

75、xperience,digital for promotionsService reservationHot on socialHot on socialHot on socialNewsletter,SMS,tel,mailSocial sellingFacebookLoyalty program*The role of the app:1.Special offers&exclusive discounts.2.News&exclusivity.3.Loyalty program.Sephora1.Revenue 2.Personalisation 3.Events1.RevenueLoy

76、alty program1.Revenue 2.TrendsWebsite1.RevenueCustomer serviceSocial mediaApp*41Omnichannel StrategyFocusThe loyalty program at the heart of the experience Promoting the program in stores Gold members fund Identifying community favorites Animation plan for the“gold”week in partnership with the brand

77、sSephora42Omnichannel Strategy42NikeOur ecosystem of applications is a significant asset for delivering content,connecting communities,integrating into behaviors and even going beyond transactions.In North America,in the third quarter,our applications accounted for over 60%of our digital activity.51

78、 billion$26%1032Revenue(2023)Digital salesStores (including 50+in France)Heidi ONeil President of Nike Direct“Nike47%of sales are direct43Omnichannel StrategyKey learningsA comprehensive and seamless experienceNike enriches the touchpoint to achieve a new level of usage-based service.Two perfectly i

79、ntegrated apps within user habits:Nike Run Club and Nike Training Club provide access to professional content(experts,athletes)with customizable programs based on individual goals.The apps also integrate with Strava and Apple(calendar,health data)to make the experience even more comprehensive and se

80、amless.Omnichannel community integration Communities integrated across all channels and globally for greater engagement.Nikes strength lies in its ability to move its communities from social networks to its app.Communities are integrated globally across all channels for greater engagement.As a Nike

81、member,you benefit from exclusive access to the latest products and unique experiences:Members-only promotions Invitations to online and in-store events Discover items outside classic launches,trendy colors and exceptional offers(via the SNKRS app)Returns without receipts in Store or on the app Chat

82、 with experts via the appA focus on technology Integrating technology into the physical retail space allows for easy,personalized,experiential shopping.This enhanced omnichannel experience facilitates purchases in stores,online and within the applications,with innovations that enable the brand to co

83、llect data and better personalize future customer experiences(Nikes strength:global CRM).Research&inspiration:Store Mode,Scan to Learn,Scan to Try(ordering and reserving fitting rooms),Shop the Look,Nike Fit(right size and style),Nike by you(customize your shoes)Payment:Self-checkout Delivery:Nike l

84、ockersOmnichannel for an enhancedexperience:purchase,usage and retentionNike44Omnichannel StrategyWebsiteOthersTerminal(specific need)Nike ShoppingNike Training ClubNike Run ClubNike SneakersStoreTouchpointsApps are at the heart of the experience in a mature ecosystemServicesNotify me of new product

85、sNewsletterStore ModeTel,Live chatSocial media contentSocial sellingLook inspirationsLook inspirationsSize guideNike experiencesNike expert:Live chatNike1.Revenue 2.Experience 1.Trends Apple HealthApple Watch Strava 1.ExperienceEventsSocial mediaConsideration/purchase appsUsage AppsCustomer1.Revenue

86、 2.Trends1.Revenue 2.Trends45Omnichannel StrategyTouchpointsApps are at the heart of the experience in a mature ecosystemNikeNike ShoppingNike SneakersConsiderationNike Training ClubNike Run ClubApple HealthApple Watch Strava Usages*The role of the app:1.Facilitated shopping(including Store Mode).2.

87、Access to community and content/events.3.Early access to new collections/exclusive models.46Omnichannel StrategyAppleWe provide new ways for our customers to get to know our products before making a purchase,so they can be confident in finding the one that suits them.Whether our customers choose to

88、engage with us in person,over the phone or online,our entire retail sales team is ready to deliver the world-class personalized service they expect.383 billion$24%528Revenue(2023)Global smartphone salesStores (20 in France)Deirdre OBrien SVP Retail+People“Apple63%of sales are indirect 37%of sales ar

89、e direct47Omnichannel StrategyKey learningsThe heart of the ecosystemThe Apple Store is at the heart of the ecosystem,offering an ultra-efficient omnichannel transactional path.All Apple Stores ultimately serve as flagships for the brand.Only 20%of Apple products are sold in-store,but 80%of consumer

90、s visit the Store to discover the product before purchasing.Examples of purchase facilitation services:Pre-order with accessible stock Access to experts and mobile checkout Product scanning to check compatibility with devicesPersonalized after-sales service Apple focuses on post-purchase engagement

91、opportunities like usage,customer service and personalized recommendations.Personalized after-sales service to facilitate use:Courses are available to teach how to use the products Genius Bar appointments for repairs and additional expert support(phone,chat,email or X)Post-visit questionnaireThe com

92、pany has access to a treasure trove of consumer data,which is used to obtain personalized support.This translates into greater trust,more sales and even greater loyalty.Differentiating operational efficiencyTim Cook,CEO of Apple says,“We need to manage inventory as if it were a dairy business.If the

93、 freshness date is exceeded,theres a problem.”Apple is one of the few companies with a negative CCC(cash conversion cycle).The benefit of a negative CCC is that suppliers end up financing the companys operations.In other words,the company requires no capital to grow,which is practically unheard of f

94、or a company the size of Apple.A strong brand that is embodied in its usesApple48Omnichannel StrategyA WebsiteApp*Apple StoreApp*AssistanceApple StoreDistributorsTouchpointsAn Apple ecosystem serving the brand and providing personalized support throughout the products life cycleProduct scanningClick

95、&collectTop brandGenius Bar reservationGenius Bar reservation*The role of the app:1.Enhanced and easy shopping.2.Educational content linked to product use.3.+Access to all Apple services.Apple1.Revenue1.Revenue 2.Expertise1.Revenue 2.Expertise1.Revenue 2.ExpertiseWebsite Distributors49Omnichannel St

96、rategyFocusA unique in-store experienceAppleScan.Pay.GoPay&Go feature provides a seamless self-checkout experience.Customers can simply scan the products barcode,complete the purchase with Apple Pay,and leave the store without needing any assistance from an employee.This innovation ensures a quick a

97、nd efficient shopping experience.Living space&conferencesApple Stores feature living spaces and host conferences designed to enhance customer engagement.Whether you are just starting with your new Apple products or looking to expand your skills,there are sessions available to suit your needs.These s

98、essions demonstrate how to get more from the products you love,offering opportunities to learn new creative skills.They are designed to be fun and engaging,with experiences tailored for the whole family.You can explore the latest sessions at your local Apple Store and join in to elevate your Apple e

99、xperience.50Omnichannel Strategy51Part 4:The Omnichannel Benchmark Settlers06 Zalando SheInOmnichannel benchmark settersDigital investmentBrand preferenceMultichannelOmnichannelPlatformsRetailersTotal Commerce Asset-light models aim to enhance the overall shopping experience by mastering all digital

100、 channels.Though primarily digital,they integrate multiple digital channels(website,app,social media,etc.)seamlessly and efficiently.They set market standards in terms of digital features and delivery,focusing on services and functionalities that improve the smoothness and speed of delivery/returns.

101、52Omnichannel StrategyZalandoZalando is evolving its strategy to build the first European lifestyle ecommerce ecosystem,focusing on two growth drivers:B2C and B2B.This ecosystem model is a strategic shift from the current platform model and will enable Zalando to capture a larger share of the lifest

102、yle ecommerce market while deepening relationships with both customers and partners.10,1 billion 100%76,1MRevenue(2023)Digital salesOrders (2023)Financial report 2023“Zalando53Omnichannel StrategyKey learningsA seamless shopping experienceA focus on online shopping convenience:Multiple services stre

103、amline the shopping journey,such as“quick add”,“recently viewed items”,and the option to reserve a favorite for 20 minutes,making the experience as smooth as possible Other features enhance consumer confidence,like“Find Your Size”,a comprehensive size guide that matches consumer measurements with br

104、and sizing policies,and the popular“try first,pay later”option,which has quickly become a best-in-class feature in the industryA differentiated app“Priv by Zalando”targets diverse consumer behaviors.The brandemphasizesa unique brandexperience toaddressarelatedneed:Engagingexistingcustomersin alterna

105、tive consumptionpractices Providingacomplementarysaleschannelfor itsB2Bpartners BoostingpurchasefrequencyandenhancingbrandloyaltyInspirational SupportPersonalized editorial and curation:Zalando aims to help customers navigate their catalog of over 5,800 brands Notable initiatives include the“Inspiri

106、ng Stories”section,which combines storytelling and decision-making support The release calendar also helps editorialize the brands catalog and build anticipation among consumers.A standout experience across the three key stages of the customer journeyZalando54Omnichannel StrategyFocusDirect messagin

107、g strategy for engaging and converting on social networksZalandoTurning users into buyersZalando has tackled the challenges that fashion brands often face with social commerce head-on.Live shopping events,where turning users into buyers can be tough,have become a hit across various key performance i

108、ndicators(KPIs).Zalandos approach involves direct messaging during these live shopping events,guiding social media users to their own platforms like the ecommerce site or apps.They offer exclusive discounts that are only accessible by participating in the live shopping event.x3.2 ROAS+5pts awareness

109、 on gen Z (2X above the norm)64%of comments are purchase requestsTwo unique programs that successfully engage the end customerZalando PlusZalando Plus fosters loyalty through a range of differentiating services:Free delivery Exclusive early access to offers before the general public Premium customer

110、 service Priority notifications for restocked items Priv by ZalandoOffers early access to sales,restocked items and live shopping events.55Omnichannel StrategySHEINSHEIN stands out from other fast fashion brands by focusing on on-demand production.We only make what our customers demand.We achieve th

111、is because were a digital brand,meaning we have hardly any physical stores.22,7 billion$100%0Revenue(2022)Digital salesStores(pop-ups only)Cui He,Europe Director“SHEIN56Omnichannel StrategyKey learningsA seamless experienceAmplified omnichannel reach with the marketplace and bridge to ephemeral phys

112、ical events.SHEIN amplified its omnichannel reach with the marketplace and bridge to ephemeral physical events.It transitioned towards a marketplace platform by integrating third-party sellers to diversify its product range and business model.This created a seamless experience between first-party an

113、d third-party products.A focus on showrooms and fashion shows creates enriching experiences and bridges the gap with the online platform.A focus on retentionA powerful app with an interface and functionality inspired by social networks to maximize retention and repeat business.The majority of SHEINs

114、 traffic comes from its app rather than the website.Because of this,they focused on creating a powerful app with an interface and functionality inspired by social networks to maximize retention and repeat business.An affiliate program via micro-influencers(commission on sales vs.posts)Sharing of“sty

115、le galleries”per profile on the app A“Consumer to Business”design model encouraging product development and customization by consumers Cyclical and dynamic sales strategies,with frequent changes in product offerings to create a sense of urgency and attract repeated visitsOperational efficiency combi

116、ned with the app for ultra-retentionSHEIN57Omnichannel StrategyFocusC2B business modelAt Shein,business models are named Consumer-to-Business(C2B),where design professionals become members of the SHEIN community,referred to as“Sheinside designers.”Each of them has access to data regarding demand vol

117、ume and expected product types,enabling them to respond to demand with agility.CommunityAs part of an affiliate program,micro-influencers are more involved in sales(compared to posts on traditional brands)and receive a commission of 10 to 20%on sales referred to Sheins store.The“style gallery”featur

118、e,allows influencers to share their selections,serves as a reassuring mechanism for consumers.Sales cycle A cyclical and dynamic sales strategy,with frequent changes to the product offering creates a sense of urgency and attract repeat visits.Operating akin to social networks to generate similar eng

119、agementSHEIN58Omnichannel StrategyConclusionOmnichannel success is not about running a single digital project.Its about having a company vision of interconnectivity at scale through all your departments.There are individual offerings and functions that each brand examined here has excelled at,bringi

120、ng them success,but the most important aspect shared by all the companies weve explored is the company-wide buy-in to omnichannel strategies.Knowing how to convince stakeholders of the importance of an omnichannel strategy can be difficult,but with a partner like Valtech,it can be made a lot easier.

121、Our work diving deep into the strategies that work and the mindset that supports those strategies makes us a valuable partner for any Retail brand looking to leap ahead of the competition and transform into truly omnichannel thinking.Contact us today for a consultation on your brands omnichannel off

122、erings.59Omnichannel Strategy 2024 Valtech Group Holding Limited or its affiliates.All rights reserved.Valtech is the experience innovation company.We exist to change the way people experience the world through advanced digital technologies,data and design.We do this by bringing together a global ne

123、twork of engineers,designers,analysts,and CX professionals with a proven ability to accelerate business growth by transforming clients products,services and systems.Our global footprint allows us to deliver impact at scale.While our nimble teams bring the agility and adaptability that allow us to create breakthrough innovation and speed-to-Emilie Robert Global Client Account Executive,Valtech Pascal Malotti Global Retail Strategy Lead&Strategy Director,Valtech Contributors