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PHYGITAL COMMERCE: REDESIGN YOUR SALES CHANNELS EFFECTIVELY COMBINE PHYSICAL AND DIGITAL SALES CHANNELS EFFECTIVELY NAV80


PHYGITAL COMMERCE: REDESIGN YOUR SALES CHANNELS EFFECTIVELY

WHY PHYGITAL COMMERCE? In the previous eBook, we had discussed about what Phygital Commerce is and why it is important for positioning your online offerings into the physical sales network. Also we had discussed on the necessary technology and equipment that are important for connecting your online sales channels to the physical sales networks. In this eBook, we will discuss on how to re-design your physical sales tools for building a smooth passage from the physical world to the digital world. However, the tools & technologies aren't enough for the whole transformation. Re-designing your sales tool is only one stage in achieving the multi-channel customer journey. Most important thing is developing the skills & mind-set of your customer facing staffs like physical sales managers, supervisors so that right message is conveyed about your brand image and services to the end-customers.

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PHYGITAL COMMERCE: REDESIGN YOUR SALES CHANNELS EFFECTIVELY

HOW TO RE-DESIGN YOUR PHYSICAL SALES TOOLS? 2


PHYGITAL COMMERCE: REDESIGN YOUR SALES CHANNELS EFFECTIVELY

Retailer’s physical store must facilitate in-store sales actions, capture maximum customer information, or even allow a smooth passage from the physical world to the digital world. A lot of ambitions for an IT system which is not always agile and which must be transformed.

OMNI-CHANNEL SUPPORT Retailers need an IT system that is sufficiently flexible to receive all the current and future interaction channels transparently and quickly. For example, the conditions must be created for rapid integration of tools that enable the mail or chat channel to be managed, together with interaction with the IT system and the cross-channel interactions. Among other things, this involves creating a mediation layer that allows access, via all the channels, to common services (e.g. process manager and business rules, documents, records of contacts, etc.), particularly on all the advanced web marketing functions such as retargeting and social media.

CRM FOR 360° CUSTOMER VISION Enriching Customer Knowledge: Building a standardized customer data repository, incorporating management data, data on the life of the channels, is obviously the target. However, this repository must be constructed in stages, starting with the existing repository, and progressively enriching it with the essential data resulting from the digital activity of the customer, particularly the data relating to the customer’s interactions at the physical store and his / her principal actions in the digital channel. Managing the rebound campaign: This refers to the capacity to transmit useful information to outbound channels in order to trigger appropriate actions.

DEVELOP NEW VENDOR TOOLS It is becoming commonplace to equip the sales staff with tablets. Experience shows extremely tangible benefits to both customers and store chains. A brand has recently equipped its sales teams with tablets to enable the customers to view a realtime digital catalogue that illustrates all the products, their availability and their prices. These tablets also provide the sales staff with the possibility of recording the sale and putting it through the till directly, without the customer having to go to the till.

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PHYGITAL COMMERCE: REDESIGN YOUR SALES CHANNELS EFFECTIVELY

MANAGE THE CONTRIBUTION OF SALES CHANNELS 4


PHYGITAL COMMERCE: REDESIGN YOUR SALES CHANNELS EFFECTIVELY

Re-designing the sales tool is only a stage in achieving the multi-channel customer journey. In the physical stores, sales staffs need to be assigned new tasks and they become more customer-friendly so that right message is conveyed about the brand image and services. Considering these developments, the performance management of physical sales network must enable not only the contribution of this channel to be measured as part of performance of all customer services, but also to measure beyond sales the relative performance and contribution to the customer experience.

INCORPORATE MULTI-CHANNEL GOVERNANCE Retailers must now organize systems for managing their relationships on three levels: 1.

Management of the multi-channel strategy for responding to the need to allocate resources and investments. It establishes the initial objectives between channels, efficiency targets (productivity, quality, etc.), and commercial performance.

2. Monitoring of transversal customer experience: only a regular review of key customer experiences allows a measurement of the contribution of each channel, including the physical channel, to sales, customer satisfaction and customer loyalty. This review must enable customer behavior to be analyzed and, depending on their value or expectations, it must enable the services offered and associated services to be adapted to ensure higher performance and greater satisfaction. 3. Adapting channel indicators to the tasks of each of them and making sure that there is consistency between them in order to guarantee the performance of the overall system.

KEY PERFORMANCE INDICATOR The physical points of sale must now take into account the customer experience challenges. This involves a precise measurement of the quality produced which can be measured by mystery shopper visits, but most importantly of the quality perceived by the customer. The implementation of heat measurement tools for measuring the quality of the experience as encountered by the customer is one of the key points of these new approaches. It provides precise indicators for determining the contribution of the physical channel to customer satisfaction, as well as a powerful tool for management and improvement of the practices of employees in contact with the customers.

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PHYGITAL COMMERCE: REDESIGN YOUR SALES CHANNELS EFFECTIVELY

Disclaimer: This document and the graphics it contains is the 6 work product of the Nettsetgo So ware Pvt. Ltd., and as such, the company claims all rights to any intellectual property contained herein.

E-book Phygital Commerce Part 2  

GUIDE TO PHYGITAL COMMERCE PART 2 What’s in the eBook: Why Phygital Commerce? How to re-design your physical sales tool? Omni-channel suppor...

E-book Phygital Commerce Part 2  

GUIDE TO PHYGITAL COMMERCE PART 2 What’s in the eBook: Why Phygital Commerce? How to re-design your physical sales tool? Omni-channel suppor...

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