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# M I T X e C O M M
Building seamless omnichannel experiences in complex verticals
CARL PRINDLE, PRESIDENT & CEO
# M I T X e C O M M
About complex verticals
Consumer needs are universal…• Ease• Value• Personalization• Trust• Speed/efficiency
Service Complexity (Value of local fulfilment)
High
Low
LowPr
oduc
t Com
plex
ity
(Val
ue o
f pre
-pur
chas
e “t
ouch
and
feel
”)
High
…but how you meet them depends on what you’re selling
Stores don’t matter
Stores matter
Digital role:Replacing stores
Digital role:Enabling stores
# M I T X e C O M M
The complexity of enabling (vs. replacing) stores
• Important, aspirational, personal preferences for styles and brands
• Consultative, multi-person buying process that takes weeks
• Use different channels for different shopping objectives
Shoppers Retailers
• Have big advantages relative to pure-plays (stores, delivery, service)
• Experts in “blunt force trauma” marketing and sales (only)
• Have high operational complexity (commissioned store associates, complex configurations, old systems)
How to best meet shopper needs by digitally enabling
retailers’ “top-right” advantages at each
stage of the shopping journey
# M I T X e C O M M
How? Start with understanding the shopping journey
Replace 48%Old/worn out/broken furniture
Upgrade 24%New style of furniture
Impulse19%Persuaded/ saw
something on sale
31% of furniture purchasers research online, then buy in-
store
19% of furniture purchasers look at products in-store, then buy online
The typical furniture shopper
begins their research 23 days
before purchasing
Source: Google - A Deep Dive into the Home Furniture Shopping Journey, March 11, 2015
The simple view
# M I T X e C O M M
You will need a far more detailed view (see Customer Journey session)
Next, based on this understanding of your unique vertical, look for precise opportunities to accelerate and amplify this process
Table stakes Next level Differentiation
What does this look like? 3 levels of omnichannel:
# M I T X e C O M M
Table StakesReducing friction through consistent online and offline experiences
ExamplesHyper-local pricing, products, availability, promotions, payment methods, warranties
# M I T X e C O M M
Next LevelEnabling cross-channel experiences
ExamplesBuy online, pickup in storeFind local store displaying itemFind item on store floor
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A highly considered, tactile purchase,
with multiple decision makers and
touch points
DifferentiationLeverage vertical-specific consumer insights and analytics to drive cross-channel results
# M I T X e C O M M
“I really want to see this in person”
“I want to shop around and think/talk it over”
Consumer behaviors
# M I T X e C O M M
“I really want so see this in person”
“I want to shop around and think/talk it over”
“I want to be in control of my store visit. I don’t want to waste time”
Consumer challenges
“I want it to be easy to finish what I started in the store. I don’t want to start over”
# M I T X e C O M M
Retailer challenges
“I really want so see this in person”
“I want to shop around and think/talk it over”
“I want to be in control of my store visit. I don’t want to waste time”
“I want it to be easy to finish what I started in the store. I don’t want to start over”
“I need to understand how online marketing helps our stores”
“I want to be as helpful as possible…
and get credit if I help close a sale,
online or at home”
# M I T X e C O M M
StoreSync: Digitally enabling shoppers
“I really want so see this in person”
“I want to shop around and think/talk it over”
“I want to be in control of my store visit. I don’t want to waste
time”
“I want it to be easy to finish what I started in the store. I don’t want to start over”
“I need to understand how online marketing
helps our stores”
“I want to be as helpful as possible…and get credit if I help close a
sale, online or at home”
StoreSync
“A super-efficient visit, with no explaining what you are looking for”
“Your store progress brought home, so you can talk it over and buy on
your own time”
“Make an appointment in Store”
“Finish your order at home”
“An invitation to touch and feel, on your terms”
“The ability to gracefully leave the store, on your terms”
U.S. Patent #8,983,864
# M I T X e C O M M
StoreSync: Digitally enabling retailers
“I really want so see this in person”
“I want to shop around and think/talk it over”
“I want to be in control of my store visit. I don’t want to waste
time”
“I want it to be easy to finish what I started in the store. I don’t want to start over”
“I need to understand how online marketing
helps our stores ”
“I want to be as helpful as possible and get credit
if it helps close a sale, online or at home”
Marketing attribution carried into the store and back
“Make an appointment in Store”
“Finish your order at home”
Pre-shop, preference and behavioral segmentation data in
salespeoples’ hands
Salesperson attribution brought home with the shopper
Marketing automation based on in-store and online behaviors
StoreSync
U.S. Patent #8,983,864
# M I T X e C O M M
Porting this to your (hopefully less complex) vertical
1. Map your market and find analogous industries
2. Map your customer journey to find friction and leverage points
3. Roadmap your path to differentiation
Table Stakes• Reduce friction
Next Level
• Enable cross-channel experiences
Differentiation
• Drive omnichannel results
# M I T X e C O M M# M I T X e C O M M
Q&A
