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Omni Channel Strategy by Ankur Arora. A presentation on contemporary retail.
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IS DECISION MAKING
A LINEAR PROCESS ?
Fortunately, it‟s not! Neither it is logical nor it is completely rational …
“Omni-Channel Retailing is a seamless approach to the consumer experience through all available shopping channels...” (Wikipedia)
Simple?... No.
ARE ALL THE CHANNELS
EQUALLY IMPORTANT ?? For the sake of simplicity, let’s classify them into two major channels, Offline & Online.
|| This guy brought a laptop last month from a store in Mumbai
|| Bought a TV online 6 months ago
^^ is likely to buy a mobile phone
// If he buys a mobile
-/-/ Offer him discount on an accessory
$$ Bonus points if he doesn‟t return in 60 days
THE LITTLE LINE OF CODE
“TO STUDY THE IMPACT OF LOYALTY PROGRAM ON RETAIL CUSTOMER EXPERIENCE”
But… Where‟s that point ?
By: The Nielsen Company
On Behalf Of: Payback India
“TO STUDY THE IMPACT OF LOYALTY PROGRAM ON RETAIL CUSTOMER EXPERIENCE”
46% are more likely to try a new store if it is recommended by loyalty program
34% carry their loyalty card and swipe for most of their purchases
38%
said that they can change their store preference
16% didn‟t even know the redemption process
69% are likely to shop more if there is an offer or incentive by the loyalty program