Page 9 - aem_june_14
P. 9
RESEARCH, ANALYSIS & TRENDS
Dr. Valdew Singh, Director from the effective way to the consumer. egies. A clear and thorough un-
Centre for Technology Innovation & Dr. Singh further pointed out: derstanding of the customer, or
Commercialization at Nanyang Pol- target market, is required to be
ytechnic, moderated the topic 1. Mobile technology has armed able to make appropriate deci-
“Omni-channel Retailing: How to customers with company infor- sions.
facilitate a seamless approach to mation and product insights that 6. Rationalization, optimization,
consumer experience & to manage rival store associates’ simplification, standardization
a new breed of shoppers?” knowledge. Thus, staff need to and integration of processes and
He affirms that with rapid develop- be more knowledgeable about information flow, i.e. systems
their merchandise and related
ment in technology the traditional production processes. They alignment and transformation, is
ways of retailing are changing. We should now serve as retail or needed
now see the sudden rise of “omni- brand ambassadors to promote
channel” which it is being touted as the products/services and com- 7. The driver for omni-channel
“the next big trend”, he claims. pany. marketing seems to be the mar-
Simply put, he explained, a retail keter. Whilst marketers are get-
group needs to operate and re- 2. By taking a trust-appropriate, ting in the game to drive new
spond to customers effectively permission-based approach to ways of converting customer
across all channels in real time, marketing, retailers can leverage traffic, IT departments fear of
whether it’s at the store, online, on strategies that use emerging losing control with all the new
mobile, on TV or whichever medi- technologies like proximity- technologies that promise in-
um the customer is interested in based marketing and eligibility stant capabilities.
using for his buying decision. verification to deliver personal- We have to keep in mind that a
Omni-channel can provide a unified ized messages to targeted audi- good customer experience implies
customer experience - i.e. whatever ences, e.g. opt-in, customer an ongoing dialogue and continu-
channel the customer touches managed relationship model ous engagement. Today’s market-
shows him the same stock, at the (how much or how little they are ing decision makers, therefore,
same price, with the same promo- willing to share). should focus more on creating multi
tions, merchandised in the same 3. Not to cannibalize channels for -channel, personalized experiences
way, and that connection is made sales but look to complement for each customer across the brand
and updated in real time. and strengthen them, so as to by continuously reviewing the data
But with great power come great effectively engage customers and shifting tactics and technolo-
gies as needed. As Accenture em-
responsibilities! - The ability to truly across multiple touch points. phasized in their report: “Integrate
engage with customers, no matter 4. Not to activate campaigns in marketing channels with real-time
what the channel, and yet provide a silos – instead analyze what analytics, invest in agile technolo-
seamless and integrated and up- channels and devices customers gies and cloud-based services, and
dated experience, will be a chal- are using, and then aim to be reorient the marketing model so
lenge. And that’s why technology there and be relevant to custom- that new talent with all the neces-
and marketing must come together: ers at those touch points. sary skills in analytics, mobile and
Technology to ensure proper sys- digital put digital marketing to its
tems are in place and aligned to 5. Close communication and col- most effective use in boosting the
provide the necessary support, be- laboration between the IT and customer experience.”◊
sides offering a consistent and inte- marketing departments and
grated view for marketing to com- sales staff are needed with little By Daniela La Marca
municate in the most powerful and confusion about goals and strat-
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Dr. Valdew Singh, Director from the effective way to the consumer. egies. A clear and thorough un-
Centre for Technology Innovation & Dr. Singh further pointed out: derstanding of the customer, or
Commercialization at Nanyang Pol- target market, is required to be
ytechnic, moderated the topic 1. Mobile technology has armed able to make appropriate deci-
“Omni-channel Retailing: How to customers with company infor- sions.
facilitate a seamless approach to mation and product insights that 6. Rationalization, optimization,
consumer experience & to manage rival store associates’ simplification, standardization
a new breed of shoppers?” knowledge. Thus, staff need to and integration of processes and
He affirms that with rapid develop- be more knowledgeable about information flow, i.e. systems
their merchandise and related
ment in technology the traditional production processes. They alignment and transformation, is
ways of retailing are changing. We should now serve as retail or needed
now see the sudden rise of “omni- brand ambassadors to promote
channel” which it is being touted as the products/services and com- 7. The driver for omni-channel
“the next big trend”, he claims. pany. marketing seems to be the mar-
Simply put, he explained, a retail keter. Whilst marketers are get-
group needs to operate and re- 2. By taking a trust-appropriate, ting in the game to drive new
spond to customers effectively permission-based approach to ways of converting customer
across all channels in real time, marketing, retailers can leverage traffic, IT departments fear of
whether it’s at the store, online, on strategies that use emerging losing control with all the new
mobile, on TV or whichever medi- technologies like proximity- technologies that promise in-
um the customer is interested in based marketing and eligibility stant capabilities.
using for his buying decision. verification to deliver personal- We have to keep in mind that a
Omni-channel can provide a unified ized messages to targeted audi- good customer experience implies
customer experience - i.e. whatever ences, e.g. opt-in, customer an ongoing dialogue and continu-
channel the customer touches managed relationship model ous engagement. Today’s market-
shows him the same stock, at the (how much or how little they are ing decision makers, therefore,
same price, with the same promo- willing to share). should focus more on creating multi
tions, merchandised in the same 3. Not to cannibalize channels for -channel, personalized experiences
way, and that connection is made sales but look to complement for each customer across the brand
and updated in real time. and strengthen them, so as to by continuously reviewing the data
But with great power come great effectively engage customers and shifting tactics and technolo-
gies as needed. As Accenture em-
responsibilities! - The ability to truly across multiple touch points. phasized in their report: “Integrate
engage with customers, no matter 4. Not to activate campaigns in marketing channels with real-time
what the channel, and yet provide a silos – instead analyze what analytics, invest in agile technolo-
seamless and integrated and up- channels and devices customers gies and cloud-based services, and
dated experience, will be a chal- are using, and then aim to be reorient the marketing model so
lenge. And that’s why technology there and be relevant to custom- that new talent with all the neces-
and marketing must come together: ers at those touch points. sary skills in analytics, mobile and
Technology to ensure proper sys- digital put digital marketing to its
tems are in place and aligned to 5. Close communication and col- most effective use in boosting the
provide the necessary support, be- laboration between the IT and customer experience.”◊
sides offering a consistent and inte- marketing departments and
grated view for marketing to com- sales staff are needed with little By Daniela La Marca
municate in the most powerful and confusion about goals and strat-
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
