Set in the stylish Shooting Gallery at the Haymarket Hotel, London, with a highly engaged audience of multichannel brands, we took the ubiquitous subject of joining the dots of a consumer’s buying journey to new heights. A much-explored topic, we wanted to make sure that our Multichannel 2015 morning briefing saw our delegates leave with newly acquired knowledge ready to implement.
We kicked off with Tytti Laakso, eCommerce Manager at Studio Moderna. With an impressive 130 transactional websites, 230 retail stores, 27 call centre locations and 70,000 SKU’s, Tytti’s message was clear – get a single customer view NOW - the benefits of aligning communication, sales, offers and merchandising far outweigh any possible down side. Tytti then went on to share some much-needed insight into the trickier territories to do business in within Eastern Europe:
1. Hire staff and, where possible, suppliers locally – the hair colour of your model in your latest advert matters!
2. From day one of planning, be sure to build all of your websites in the local language – Eastern European words are just too long to plan your content in English and then translate it.
3. Triple your timelines when launching in new geographies, anything less is simply naïve.
4. Channel share will depend on the country; so don’t tarnish the entire territory with the same brush.
Up next, our multichannel panel – moderated by Richard Warmsley, Principal at Market Gravity - Ajay Nassa, Head of eCommerce at Blue Inc, Oliver White, eCommerce Director at Heal’s and David Kohn, Multichannel Director at Snow+Rock formed our most honest, and therefore best line up of the year.
Oliver White talked of Heal’s’ plan to introduce smart glasses to their store staff, so as to show and walk online customers through the products, in store, in “real-time”. There is no doubt in our minds that this approach will revolutionise the way their customers research and plan their purchases.
David Kohn went on to talk about the significance of in-session content personalisation. Snow+Rock are hoping to take their online chat function to a new level, by making the in store experts the respondents and using their mobiles phones to make it all possible.
Finally Ajay Nassa couldn’t have agreed more with Tytti’s presentation with regard to the significance of listening and communicating between the online and offline functions of the business, and with 243 stores who can blame him!
Last but not least Alastair Stirling, one of the Industry Heads at Google for Retail took the audience on a “back to the future” style journey. When Michael J. Fox and Christopher Lloyd referred to 2015 as a future consisting of hover boards, smart glasses and self-tying laces - who knew how right they would be? On a more current note, Alastair proceeded to warn the audience of the fine line that a multichannel business must walk – don’t be a victim of paralysis analysis and always be asking yourself whether you are helping or interfering in your customers’ buying journey. Alastair closed his session with admiration for the smaller brands out there citing them as “the shining lights” and the ones to follow.
In summary it was a fantastic morning with a level of learning that would put the best schools in the country to shame.ralysis analysis and always be asking yourself whether you are helping or interfering in your customers’ buying journey. Alastair closed his session with admiration for the smaller brands out there citing them as “the shining lights” and the ones to follow.