Accenture Interactive Capturing the Potential of Omni-channel Commerce Accenture Interactive Capturing the Potential of Omni-channel Commerce Not so long ago eCommerce was a fairly straightforward proposition. Companies launched a website where customers or business partners accessed information, completed transactions or submitted information and inquiries. Usually this website was a secondary channel, operated separately from non-digital operations. Direct-to-consumer channels were still the exception, not the rule in most industries. But that was then. Those early eCommerce platforms are now just one of many channels in today’s omni-channel commerce world. Consumers, employees and business partners leverage a variety of channels to reach their objective, whether that is to research product information, complete transactions, or collaborate. What’s more, consumers expect companies to use the digital data trail created by their activities to generate deeper customer insight. In fact, Accenture’s recent survey of marketing executives found that 69% agree that consumers expect the kind of relevant offers and interactions such insight allows, yet only 12% said they are leading edge at it.1 2 Capturing the Potential of Omni-channel Commerce It’s not for lack of trying. Realizing the The lag and lack of integration also add revenue potential and capturing the cost and frustrate customers and partners Fjord is Now Part of Accenture operational synergies of omni-channel who are subjected to information gaps or Interactive commerce are complex undertakings, inconsistent experiences across channels. Accenture recently acquired Fjord, a ones that are critical for companies that Accordingly, many companies find that London-based global service design need to grow and to conduct business they need to evolve their omni-channel consultancy that specializes in creating efficiently with global networks of partners capabilities, and doing so is easier with wide-ranging digital experiences and and suppliers. Recent Accenture research a strong partner like Accenture. services for consumers—including found that customers who shop multiple new ways to shop, better ways to Accenture was recently ranked by channels are bigger spenders than single communicate and collaborate, and Forrester Research as a “strong partner” channel shoppers, and that better customer innovative ways to manage their health— in eCommerce, garnering high ratings information gleaned from multiple across platforms including smart devices, for strategy skills and market presence channels allows companies to more tablets and PCs. Fjord’s mobility and and recognized as capable of “supporting easily up-sell and cross-sell products.2 design capabilities further complement complex, large-scale projects across a Accenture Interactive’s services that Suppliers and distributors also rely on range of services”.3 In fact Accenture has allow us to deliver engaging and multiple channels—digital and non- assisted companies in several industries relevant customer experiences powered digital—to track and move materials and and at different stages in their evolution by scalable, industrialized marketing products and streamline their operations to successfully overcome these challenges technology and operations. In today’s and costs. How significant is omni-channel and transform their capabilities into omni- environment of digital disruption and commerce? Accenture estimates that we channel commerce excellence. On one end of heightened consumer expectations, the help our clients capture over $100 billion the spectrum, we continue to serve clients battle is for consumer engagement, and a year in omni-channel commerce and by optimizing websites launched more than Accenture and Fjord together offer a sales, from hotel reservations booked to a dozen years ago. More recently our deep blend of skills and expertise to help consumer electronics bought to business- Origin Digital unit has become a key player clients deliver innovative experiences that to-business transactions completed. in powering live streaming sports, news, bridge marketing, commerce and service. music and corporate events for clients, Yet, even as omni-channel commerce working with copyright holders to ensure provides unprecedented opportunities for optimal distribution and encoding and companies, it also demands more from them: security of content. Accenture to Strengthen Digital Marketing and eCommerce Capabilities • More integrated and scalable technology The Accenture Omni-channel Commerce with Acquisition of Acquity Group platforms and back-end processes Solution is unique in that it provides true Accenture’s acquisition of Acquity end-to-end capabilities. Our industry and • More cross channel marketing expertise Group, a leading digital marketing technology know-how, global scale, and and eCommerce company will further • More organizational flexibility and singular combination of assets and services deepen and expand the broad range collaboration provide the support organizations need to of digital marketing services that drive revenue and optimize their omni- Accenture provides to clients. Acquity • More analytics capability to detect channel commerce operations. Our recent Group, the second-largest independent changes or aberrations in user and acquisitions of Fjord and Acquity Group digital marketing company in the shopper behavior. further strengthen and enhance the United States, provides strategy, digital distinctive position of our solution (see The quandary: many companies have point marketing, and technical services to sidebars). channel solutions—gleaming stores, a great hundreds of companies to enhance website, or a terrific mobile app—that are This report provides an overview of their brand experiences and eCommerce not integrated and cannot generate a Accenture’s omni-channel commerce performance. Their multi-disciplinary holistic, consolidated view of customer capabilities and showcases client case approach creating award-winning experiences or enable ongoing, rapid studies that demonstrate the impact digital experiences for global brands innovation of products, services and those capabilities deliver. brings together strategy, design, and business models across channels. technology to create unique brand experiences that build and strengthen customer relationships. 3 Accenture Interactive No Channel is an Island: The Need for End-to-end Capabilities and Support Much is written, blogged and Meeting these evolving expectations can Since the dawn of the digital age, Accenture tweeted about consumers’ drive even the most sure-footed company has helped many companies build or acquire to make costly mistakes or engage in equally the capabilities needed to navigate the omni- migration to digital channels, costly delays in developing a workable, channel landscape cost effectively, through but that suggests a one-way cost effective omni-channel strategy. volatile business cycles and ever-changing trip into the digital cosmos. For example, a recent Accenture report consumer needs. Drawing upon documented how many traditional retailers our industry, marketing, analytics, and The truth is more complicated: find themselves ‘over stored’ with expensive technology expertise, we offer end-to-end just as no man is an island, real estate assets but fewer customers services that help companies transform their no channel exists in a vacuum. coming through the door as a result of omni-channel commerce capabilities and failing to see that shopping was moving with them the customer experience delivered. The presumption by consumers online faster As shown in Figure 1, our capabilities and is that they should be able to than expected.5 those of our business affiliates encompass: surf from channel to channel The bottom line is that delivering a seamless, • Front-end consumer facing services and have a seamless, consistent high quality customer experience—one such as merchandising, customer service experience as they move. that results in higher sales, consistent and care, as well as digital platform engagement and increased loyalty—requires integration including implementation, However, this experience can become an companies to develop and integrate scores and application and infrastructure ongoing challenge, as customers use catalogs, of strategic and operational insights, management of web sites, mobile, stores, websites, social media, and mobile assets and capabilities end-to-end. These kiosks, and interactive displays solutions to complete different parts of their capabilities range from core merchandising buying journey. There is no longer a single and marketing strategies at the front-end • Back-end services such as CRM & path to purchase. And for all the buzz about to robust order management and logistics marketing, supply chain management social and mobile commerce, experts in our operations at the back-end. Both sets of (order management to advanced logistics), consumer packaged goods practice found capabilities need to be supported by flexible, and finance & administration that there is still a lot of cross-over value in scalable technology platforms and solutions • Operational enablers including analytics, optimized webs sites, with web site visitors and operational enablers that can meet marketing content and production services, spending 37 percent more on brand and 53 the demands of omni-channel commerce warehousing and courier services, percent more on product categories in stores.4 today and tomorrow. and payment