| MULTICHANNEL STRATEGY
Context/Client expectations
Our client was involved in the 3-year Strategic Distribution Plan design process. A key stream of the 3 year strategic plan consisted of strengthening interactions between owned shops and online stores
Our client requested Greenwich‘s help on 3 streams :
- Mapping of existing interactions and identification/assessment of the main issues
- Definition of the interactions and dependencies between channels
- Optimisation and/or design of new synergies to strengthen cross-channel sales
Key Questions
What interactions should exist between shops and online stores ?
What are the best channel management practices ?
How can all the interactions identified be optimised ?
Greenwich Insight/Greenwich Solution
Support the client in setting up a multichannel strategy
- Analyze the current situation :
- Current sales (per channels) and 3 year forecasts
- Evolution of channel mix
- Current interactions between retail stores and online stores (acquisition, renewal, …)
- Identify International multichannel best practices
- Define the interactions and dependencies between channels to optimize internal competition
- Identify areas for improvement and define new interactions to develop and plan launch activities
- Define all macro impacts of the new interactions
Prepare and facilitate a seminar to present it to the Distribution teams
Organise workshop sessions in small groups to let people contribute and let new initiatives appear
Client benefits
A clear vision of the existing situation regarding retail/online store interactions
Implementation of innovative multichannel customer journeys, based on the benchmarked multichannel best practices
Synchronisation of sales and communication between channels
Strengthening of multichannel interactions by identifying cross channel optimisation opportunities and areas of improvement
Implementation of control processes and definition of “game rules” to mitigate internal competition between retail and online stores
Design of the 3-year roadmap
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