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Magento 2: Planning for
Omnichannel Success
Magento at the Sharp End
What is Omnichannel?
Definition
Omnichannel is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.
Omnichannel vs. Multichannel
Multichannel
• Channels exist, but act independently
• Little cross-channel working
Omnichannel
• Channels reflect same brand identity
• Single customer view
• Customer consistency across channels
Most brands are here
.. but should be here
Channels (B2B & B2C)
• Bricks & Mortar
• Wholesale
• Telephone
• Website
• Mobile Apps
• Social
• TV/Radio
Channel Interactions
Why Omnichannel?
71% of in-store shoppers who use smartphones for online research say their device has become more important to their in-store experience.
Why Omnichannel?
One in four shoppers say they'll steer clear of a nearby store altogether to avoid the risk of items not being available.
Why Omnichannel?
Your Customers Already Do It.
Developing an Omnichannel
Strategy
Develop Personas
Brand Identity
• Develop a brand which will work well across all channels (think particularly about Mobile Apps and tablets)
• Develop clear brand guidelines
• Define USPs
Define Channels
• Which channels do your customers interact with?
• Where are your customers interacting where you have no presence?
Devising an Omnichannel
Solution
Systems Architecture
• ERP/WMS
• CRM/Social CRM
• ESP
• POS
• Payments
• CMS
• Finance
• Analytics
ERP/WMS
• Single view of inventory across channels
• Single view of customers across channels
CRM/Social CRM
• Unified CRM
• Single view of loyalty across channels
• A personalised experience throughout channels
ESP
• Track all information in ESP
• Set up segments
• Utilise automation across channels
POS
• All order data transitioned to ERP
• All order data tracked in Analytics
• Returns experience
Payments
• Payment gateway should support Omnichannel appropriate payment solutions
Finance
• Pricing strategy
• Reporting across all channels
Data Underpins Everything
Data Collection
Ensure you adhere to local Data Protection laws
Analytics Platform(s)
CRM&
Online
• Track all data in Google Analytics
• Google Tag Manager allows all interactions to be tracked
• Enhanced eCommerce tracks all eCommerce interactions
Offline
• Track all in-store interactions and tie within Analytics
Omnichannel & Magento 2
• Migration Project / Complete Rebuild
• Open Source
• Modern Frameworks
• Modern Architecture
• Best in Class
Magento 2
Magento 2 – Website
Magento 2 – In Store
Magento 2 – Telephone
Any questions?
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