B2B, B2C, B2B2C, marketplace: tutte le sfumature dell’eCommerce per creare valore sui diversi canali

Seamless Omnichannel
experience
Milan, 2016

Copyright © 2016 Accenture. All rights reserved. 22
Agenda
• What is Omnichannel
• A renovated customer drives the new Omnichannel Ecosystem
• Omnichannel Business Transformation
– B2B Winning Strategies
– B2B2C Winning Strategies
– B2C Winning Strategies
• Outstanding Omnichannel Experiences

3Copyright © 2016 Accenture. All rights reserved.
Gives a seamless Customer Experience executing
strategies that bridge the physical and the digital worlds
OmniChannel

Copyright © 2016 Accenture. All rights reserved. 4Copyright © 2016 Accenture. All rights reserved. 4
What is OmniChannel
A New Approach for Serving Customers
Omni-channel can be defined as a synchronized
operating model in which all of the company’s
channels are aligned and present a single face to the
customer, along with one consistent way of doing
business.
Each interaction becomes a seamless extension of their
previous interaction, allowing each customer journey to
continue where it left off.

What is OmniChannel
• The multi-channel approach is being replaced by a more assertive, customer-driven approach in which
companies respond dynamically to non-stop customers, who are constantly re-evaluating what they
want to buy, and from whom they want to buy it.
• Providers are able to leverage new technologies to develop personalized marketing strategies, and to
deliver a superior customer experience that educates and engages the customer.
A single channel
with multiple touch
points
Integration of agent-
assisted
channels with
digital channels
Seamless,
consistent and
personalized
customer
experience

Agenda

The Voice of the Customer: a new paradigm
Consumers, employees and business partners leverage a variety of channels to reach their objectives-whether it is
researching product information, completing transactions or collaborating. With all these channels comes tremendous
opportunities and tough challenges.
They expect to live a seamless experience
across channels and expect to be able to
customize their orders basing on the
preferences of end consumers
They expect a better ecommerce
experience from suppliers with easy to use
online payment methods, enhanced website
search, and personalized recommendations.
They want many interactions with the
suppliers both online and in-store and to be
provided with consistent experiences
across channels
Their purchasing habits are rapidly changing:
an increasing part of them prefers the use of
mobile devices to place orders electronically
They assume companies know who they are
so they become more demanding and expect
personalized customer-centric shopping
experiences
They are hyper-connected, more engaged
and more informed. They want storytelling,
editorial content enticing them to engage with
the brand

OmniChannel from opportunity to necessity…
The Digital era is transforming expectations, and needs.
Consumers are becoming more:
• Multichannel, in need of a seamless and coherent
experience across all the brand’s touchpoints
• Informed and expecting to receive from their favourite
brands an offer that is tailored to their specific needs
• Demanding, with the need to be engaged in meaningful
stories
Multichannel
Informed
Demanding

…to re-shape the business archetype
• Easy online order
• Call Center
• Catalogs co-creation
• Mktg campaigns
• Proximity mktg
• Personalization
• Contextualization
In this context, organizations are re-shaping their value
chain in order to do business more efficiently and
effectively, adapting their classic distribution channels
to the newly shaped customers’ needs:
• The B2B channel should allow easy online ordering
processes and call centers’ orders on behalf.
Furthermore, it should offer flexible payment and
delivery options
• The B2B2C channel, that allows manufacturers to
directly reach end-users without excluding wholesalers
but engaging them in the new «digital» sale process,
should benefit from activities such as catalogs co-
creation, and coherent marketing campaigns and
promotions across channels

Defining the Vision for OmniChannel
Activate Online
Channel/Portal
B2B • With current service levels
• For a segment of outlets
• Catalog
• Pricing
• Selling Stories
eRetailer
Enablement
Enable Online Ordering
• With current service levels (delivery,
payment, etc.)
• For a segment of outlets
Digital Mktg to
Drive Offline Sales
Order & Pickup @
Store
Service Sched
(e.g., Maintenance)
Home Delivery
Enhanced Delivery &
Payment Options
Tailored Products
Offering
Cooler Sensor PoC
• Credit Card/Debit
• Transfer
• Additional delivery
options
Consumer Campaigns
Voice of
Customer
+ Cost to
Serve/
Bus Case
Recommendation/
Personalized Orders
• Drive Trial
• Build Awareness
• Promote thru specific partners
• Special pack sizes/flavors
• Bulk
B2B2C
B2C
Call Center
Proximity Marketing
Analytics
SFA

OmniChannel Ecosystem
Meeting these challenges demands that companies have new capabilities and more integrated and scalable
technology and back-end processes. They need more cross channel marketing expertise and more organizational
flexibility and collaboration.
Standard PC iBeaconsDigitalAss.Mobility Store System
Cross Channel CRM
B2B B2B2C
Price &
Availability
Online Order
& Self Care
B2C Like
Catalog co-
creation
Goes on
Mobile
Market Place
Touchpoint
s
Winning
Strategies
ChannelsCRM
B2C
Personalizati
on
Living
Services
Digital
Marketing

Agenda

B2B Buyer Expectations are Driving Sellers to Deliver
Fully Functional Omni-Channel Experiences
B2B

Moving toward B2C like experience
Business customers expect their B2B e-commerce experiences to reflect their consumer e-commerce experiences.
Attractive design, simple navigation, clear and concise content, the ability to search and compare products and
transparent pricing all play roles in enhancing the experience and meeting expectations. A happy customer who feels
cared for is, in all likelihood, a repeat purchaser.
Winning Strategies Key Value
The B2B should offer an experience that recall the B2C
reality since the tools is used with the client as well; using e-
commerce design patterns, such as faceted search, light
layout with a well balance distribution of information.
>
The visual mood will have to be pleasant and suitable for a
possible sharing with the final customer. Moreover it will have
to help the marketers to achieve easily his tasks.
Recall a B2C Interface
Pleasant visual design >

Moving toward B2C like experience
E-commerce report, Intershop - Vanson Bourne interviewed 400 senior IT and business decision makers from merchants with a B2B focus and annual online revenues ranging from $1 million to
more than $100 million, in April and May 2013.

How much an item costs and if it is available (on each variation) seem being one of the key questions clients ask
themselves in the purchase decision. This information, particularly the price conveys whether the client is in the right
product category, is a key feature in the products comparison and is needed for planning future purchases as well.
Showing price and availability on a B2B e-commerce is a way to achieve client’s trust.
Price & Availability
The B2B e Commerce must have a rational price-driven site with
a clear display of the availability of the products
>
Helps to build an optimized fulfilment process in order to avoid
out of stock, and make the products available to improve
consumer experience
Manage product information,
price and availability
Clear Shipping/Transit Time >

Price & Availability
of respondents indicate
pricing information as must have.
- 2014 B2B Web Usability Report
40%
B2B Website Usability for Converting Users into Leads and Customers , Nielsen Norman Group

Online ordering & customer self-care
Order processing is a key element to make the purchase happened online. The engagement starts here by delivering
a great user experience and give customer reasons to move online. Giving customers the ability to control access,
manage an order, track order status and make changes on the fly eliminates phone calls and frees sales staff time for
more productive purposes
Allow selecting products collaboratively (multiple baskets or wish
list functionality) and supporting users with different roles and
responsibilities (users that can order and users that can only
suggest).
>
>
B2B website must have a cross channel view of orders. This
feature allows having a better control of the product requested
and an easy check of the upcoming delivery.
Provide more information online about order status– archive of
all orders regardless of how they were placed (web, agents,
telephone) and the status of the orders (e.g. fulfilled, delivered, in
progress).
Multiple basket and multiusers account
Cross channel (rep/digital) orders view
Post-order information
>

Online ordering & customer self-care
of retail respondents believe that B2B
commerce is shifting from offline to online and self-
service.
E-commerce report, Intershop - 2013
60%
The website should support the many stages of the
buying process—including the post-sales stages, which
are crucial to customers’ long-term brand loyalty.
- B2B Website Usability for Converting Users into
Leads and Customers , Nielsen Norman Group
“ ”
Benchmarking B2B eCommerce Sales And Marketing Initiatives, Forrester
Online Survey which surveyed more than 700 responses B2B companies that sell online regarding their sales and marketing benchmarks and initiatives.

Agenda

B2B2C is a collaboration process that creates mutually
beneficial service with a strong consumer-oriented focus
B2B2C

Marketplaces
Marketplaces facilitate sales for third-party vendors by allowing them to sell products in one online marketplace. The
entire marketplace runs on the same software infrastructure, enabling all sellers to distribute their distinct goods under
the umbrella of one website.
The products have a great exposure if sold in an online
marketplace. This could be a way to reach a larger audiences
quickly and efficiently, including new consumers that are out of
the company’s range
>
Automated procurement processes and workflows allow
companies to increase the efficiency of their supply chain and
reduce the cycle times between order and fulfilment
Empower product visibility
Speed time to market and efficiency >
Cost-effectiveness model >
This solution helps streamline business methods and lower the
costs of reaching a wide audience through standardization and
automation of agreement, inquiring, paying/receiving and
ordering processes

Marketplaces
63%Only sells on marketplace
55%have profits margin above 20%
38% plan to expand beyond eBay and Amazon

Catalog Co-creation
B2B2C market provide the customer with unlimited choice, personalized and delivered through multiple channels at
maximum speed customized products. The catalog co-creation allows customer to mix and match
products/components basing on their preferences. As the world becomes a global village, the idea of co-creation helps
enterprises to incorporate global best practices into its processes at a much faster pace.
It’s a way to provide the end consumers with a deep and real
personalization, not limiting it to the only existing products but
make it possible to create new ones
>
The major positive effect stands in the enhancement of the tie to
the brand and the increasing loyalty generated by he perception
to be the creator of a unique product
True Customization
Brand Engagement >
>
When an enterprise is willing to open its doors to ideas from
outside, it aids in the innovation process. Creative and value
adding ideas may come from stakeholders not only about
products, but also about other areas in the value chain.
Innovate Better

Catalogue Co-creation

B2B2C goes Mobile
The usage of mobile devices to access the Internet is well knows trend. According to latest researches there is also a
growing numbers of B2B2C users using mobile devices to place orders electronically. The convenience factor of
mobile access is becoming increasingly important. Enabling easy content and product mgmt, mobile capability and
accessibility from the start will save money and add profit while making life easier for customers and staff.
Tablets could be potently used for selecting and ordering
products. Therefore the design should be touch-friendly and
responsive - adaptable to different devices without requiring an
ad-hoc version.
>
Some products, are sold mainly close the displays. Provide a
web tool optimize also for mobile devices could enrich the
selling experience both for marketers and customer.
Responsive interface
Mobile devices accessibility >
>
The latest trends revealed that online sales on mobile have
grown by 52%. This means that retailers need to ensure that
websites begin life as mobile sites or are based on responsive
web design.
Mobile First Approach

B2B2C goes Mobile
1/3of respondents
mentioned the integration of new
touch points, such as mobile apps
for order entry, order history, and
status, as well as apps for sales
representatives.
- E-commerce report, Intershop,
2013

Agenda

Devise, implement and evolve superior omni-channel
capabilities to make the most of your revenues
B2C

Digital Marketing
Centralising customer data and ensuring customer information is accurate, up-to-date and easily accessible will be key
to delivering consistent marketing strategies. By integrating customer, transactional and reference data, marketers can
achieve actionable customer information allowing them to analyse customer behaviour, improve their channel
strategies and achieve better campaign ROI
It's the key to improving CRM effectiveness. With
centralized data management, data can be easily
transposed, transformed and managed by experienced
programming and statistical staff to suit various analysis
needs of a specific study or related ancillary study.
>
>
Helps to build unique audience profiles to identify the
most valuable segments and use them across any digital
channel.
The DMP acts as a central hub for collecting, aggregating
and managing different types of data to create a single
customer view, help find new and high value audiences,
drive efficiencies across multiple channels and devices
and help marketers to secure greater efficiencies in
targeting display advertising.
Centralized Customer Data
Audience Manager
DMP
>

Priorities for DMP
Marketers looks to DMP for audience
targeting and improved attribution and
analytics
64% of respondent assume that the
reason for use DMP to drive higher ROI
Source: eMarketer

Personalise on customers’business needs
A B2C site must address many different types of users with quite different needs. Supplier should tailor site to clients’
needs, which mean understanding their needs and purchasing attitudes. B2C must provide a unique relation tailoring
the experience of the customer through personalization, across all the channels
Enable agile management of recommendation rules to
display tailored content based on purchase and browsing
behavior to fit the customer needs
>
The typical purchase is impulsive and the brand offer must
be personalized and contextualized
Create rules based on business goals
Engage Customers through contextualized offers >
>
Personalization techniques have delivered more relevant
web experiences, increased conversion rates by 70 %, and
reduced ad campaign costs by as much as 50 %. This has a
significant impact on search-related advertising as well by
making the ads more effective and reducing advertising
costs.
Increase Conversion Rate and reduce costs

Personalise on customers’business needs
Context 1 Context 2 Context 1Context 3
Source: Forrester’s Q1 2014 Global eBusiness and Channel Strategy Professional Online Survey

Living Services
Living Services are the result of two powerful forces: the digitization of everything and ‘liquid’ consumer expectations.
Living Services are a step beyond the limited descriptor ‘Internet of Things.’ In effect, they breathe life into what will
become a vast network of connected machines and objects, enabling branded services to flow through and utilize this
connected environment.
Use of real-time location data to enable proximity marketing
and highly personalized offers to drive sales conversion and
customer satisfaction.
>
>
Enable connected devices to initiate secure commerce
transactions and manage usage parameters. .
Transform existing operational and marketing capabilities to
improve sales conversion while reducing processing cost and
time.
Find & Track
Enable & Manage
Automate & Predict
>

Living Services
Plans to implement beacons –
Retail, Entertainment, Government
An estimated
50 billion
connected devices by 2020
Nasdaq experimenting with
using block chain to manage
its pre-IPO private market’
Digital commerce
capabilities entering
the physical world
via connected
devices
Source: Adobe
Currently use
No, but plan to
in next 12
months
No, and no
plans to in the
next 12
months
Not sure
18%
36%
28%
17%
Payment options and
methods are evolving
and new ones are
being introduced
Traditional payment
players are under
attack by new
players and new
technologies
Connected
devices are
initiating secure
commerce
transactions
54%
are using or
plan to use
Source: Nasdeq.com, 5/11/15
Source: Cisco

Agenda

THE REAL CUSTOMER-
CENTRIC STRATEGY
APPAREL LUXURY
Luxury
CG&P
POSITIONING
CONTENT/
COMMUNICATION
ECOMMERCE
Luxury
CG&P
EXPERIENCE DRIVEN
MARGINAL STRATEGIC
Luxury
CG&P
ROLE OF DIGITAL
Leverage on a Customer Centric Approach through
the next level clienteling strategy. Ensure a
Consistent Ceremony in boutique, point of sales
and eCommerce channel (both mobile & web)
Reconsider the whole company
processes to guarantee the best Omni-
channel and customer centric
experience
Support and reinforce the Brand
Positioning providing the most relevant
and personalized content to the
customer, to balance between value
creation and value capture
CASE 1

Key Instore Indicators
Instore - Customer Dashboard
• Products Consumption
• Products Preferences
• Customer Information at a glance
• Interactions Lane

Quick Customer View
Customer Contact Center - Customer Factsheet
• Products Consumption
• Products Preferences
• Basic Customer Information
• Promotions
• Interactions History

E2E VIEW OF THE CUSTOMER
ENGAGEMENT
CASE 2
Promoting e-commerce as first touchpoint by
keeping an intuitive and user-friendly way within all
business processes, in order to increase brand
awareness and customer satisfaction
Create a useful tool both for B2B
customers and sales force, which can
easily manage different areas and the
related processes
Leverage on a deep coherence
between all channels (B2E and B2B) in
order to easily flow into B2C solutions
APPAREL LUXURY
Food&Beverage
CG&P
POSITIONING
CONTENT/
COMMUNICATION
ECOMMERCE
EXPERIENCE DRIVEN
MARGINAL STRATEGIC
ROLE OF DIGITAL
Food&Beverage
CG&P
Food&Beverage
CG&P

Home Page similarities
From B2B and B2E solutions to B2C ones
• Quick access to Catalogue browsing and Search features
• My Profile Access
• Promotion and Informative contents

Product Listing Pages similarities
• Left-hand menu with categories’ options
• Filters/Facets and Sorting Options
• Products’ listing

• Product Details and Pictures
• Buying-box features
Product Details Pages similarities

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