Trent: The

Omnichannel
Retailer of 2020
STRAIGHT
Neelesh Tanwar
FLUSH!
Kshitij Sharma
Nitin Cyriac
Vivek Maheshwari

TATA BUSINESS LEADERSHIP AWARDS

2015

OMNICHANNEL STRATEGY
PHASES OF LAUNCH
INTRODUCTION
Following channels can be
used to boost sales:
E-Commerce platforms:
For
inexpensive SKUs and
other less customizable
products
Brick and Mortar shops:
For providing experience and
convenience for high
customizable and expensive
apparels like Sherwani, suits
etc.
Objective is to use the above
platforms to enable
exemplary omni-channel
customer experience
Enabling fulfillment from
stores can help in cutting
shipping costs while driving
up revenue

PHASE

PHASE

Tie up with major

ecommerce players like
Amazon to kick-start TRENT
online presence

Launching West Side

website to create product
and inventory visibility in
stores

Players selected on the basis

of size of marketplace, sales
commission, Shipping time,
etc.

Train sales associates to

understand customer
preferences , purchase
history

Create Brand awareness

through aggressive digital
marketing

Enable the retail store to

act as a local fulfillment
center with pick, pack and
ship capabilities

Low-ticket SKUs initially to

ensure quicker turnover &
control inventory losses

To attract customers to
directly buy from Westside
website

Waiting for significant

revenue figures before
making the transition to
Phase 2

Aggressive marketing to
further increase brand
awareness

OMNICHANNEL STRATEGY
CONTINGENCY MEASURES

Doing market research to understand where

Westside is not meeting their expectations
If brand awareness is a problem, then multiple ecommerce sites should be used along with
aggressive marketing campaigns
If price is a problem, then TRENT should use their
own website and create awareness among the
customers. They can give incentives for visiting
websites to already existing customers that visit
brick and mortar shops
Other forms of marketing should be used to increase
the popularity of Westside among potential
customers. These can include billboards, social
media and organizing events at crowded places and
hubs
A steady increase in revenue streams will make it a
success even if initially TRENT is running into losses.

CUSTOMER ONLINE VALUE PROPOSITION

FROM TRANSACTIONS TO RELATIONSHIPS
CUSTOMER EXPERIENCE MATTERS

CUSTOMER CONVENIENCE

FREE DELIVERY
WIDE ASSORTMENT
No. of products in physical store is
limited but not in the online store
Pre-ordering of newly launched
catalogue

ONE PRODUCT, ONE PRICE

Prices on different portals will be kept
same to reduce the customers efforts
to search through the web.

Free of cost Home Delivery

Online shipment tracking
Return pick-up without any
charges
Subscription-based express
shipping

OFFLINE-STORE SYNERGY

Online purchase, in-store

pickup
Offline store out of stock
products can be shipped to
customers home
View inventory information for
in-store products

SMART SUGGESTIONS

Reviews and Ratings

Suggest adjacent products to
customers based on their search
history
Suggest complementary products
based on purchase patterns of other
customer
Price alerts
Bestselling Products

ONLINE ADVANTAGE

Online reserving in-store

products
Unified customer account and
order history

DIGITAL MARKETING POSITIONING

USING WEB MARKETING AND ANALYTICS TO MAXIMIZE SATISFACTION AND ROI

ADVERTISEMENT STRATEGY

CUSTOMER ENGAGEMENT

WEB ANALYTICS
WEB REPORTING

Targeting

Web: Placing text ads (SEM), webbanner ads and video ads on
Youtube. E-mail marketing
Mobile: Mobile ads, SMS promotions
to existing customers
Traditional media: TV ads, In-store
promotions

Retargeting

Using Facebook & Twitter

Content creation & Sharing

Gamification (Apps)
Polling (Feedback Surveys)
Query Redressal

Use Google Analytics, Adobe

Site Catalyst etc. to identify
metrics such as bounce rate,
Click Through Rate, Conversion
Rates etc.

CUSTOMER ACQUISITION
Using Cost per click and Cost
per Acquisition

Cookie based banner ads for

usersdropped-of from the website.
USER BEHAVIOR METRICS

REFERRAL & AFFILIATE

Bloggers, 3rd party web-sites can

become affiliate for bringing traffic to
the website
Referral bonuses

Metrics for understanding user

behaviour : Bounce Rate, Depth
Rate, Recent Visit Frequency
etc.

CONSUMER INSIGHTS

None of the above 8%

None of the above 9%

If a product is available
online from multiple
Same day shipping for a premium
retailers at the exact
same price, would any
of the following
Next day shipping for a small premium
shipping offers sway
your purchase
Expedited( 2 to 3) day free shipping
decision?"

Customer Be knowledgeable about my pref. and past purchases

14%
expectations
from
Actively use the products ofered
salesperson
18%

Be an expert on both in-store & online products

75%

0%

Mobile point of service

Outsourced services
ERP
Store workforce mngmnt
In house customer solutions
Customer relationship mngmnt
Data and analytics
Retail order mgmnt system
Point of Service
e commerce platform
0%

23%
45%

Be an expert on in-store products

0% 50% 100%

Technology
platforms in use
or to be used in
the future

14%

68%
50%

100%

Not planning to invest

Plan to invest within next
18 months
Plan to invest within next
12 months
Plan to invest within next
6 months
Currently under
implementation
Use and operate today
50%

100%

TOP BARRIERS
FOR
OMNICHANNEL
ORGANIZATION

0%

50%

100%

We are organized around the customer journey rather than channels

13%

Technology is the reason why we have not improved as an omni-channel co

16%

Need to change dramatically to become an omni-channel co.

16%

An omni-channel customer is more valuable than a single channel customer

17%

Success of initiatives based on customer satisfaction and engagement

20%

Dramatic change in customer expectations for cross-channel

26%

Omni-channel strategy a key factor in investment in technology in the future

31%

Measure and track KPIs that identify customer performance across channels

31%

Need to rethink how we services customers

STATEMENT
s YOU
STRONGLY
AGREE

5
4
3
2
1

32%

Critical for our long-term success

34%

Our C-suite understands the importance of omni-channel

35%

More sales and profit by becoming an omni-channel co

39%

Need to improve omni-channel capabilities

42%
0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

BRAND IMPACT
THE PROPOSED STRATEGY WOULD HAVE A POSITIVE IMPACT ON THE BRAND
BRAND IMPACT

BRAND SUSTAINIBILITY

Positive
Impact

Compelling Loyalty points

Use of analytics online to get a deeper

insight into customer behaviour
Greater brand
visibility

Single view for

customers across
channels

Emotional
Connect

Build the brand using the

tagline

EASE.ASSURANCE.HAPPINESS

Embracing newer techniques like

mPOS (mobile Point of Service) apart
from COD
Product availability information in
retail stores should be there in the
online stores (company owned
website)

CUSTOMER LOYALTY
STUDY

HOW?

Because of online presence, customer loyalty

improves significantly
Further boosted by loyalty points, which can be
redeemed by shopping online
Can build the brand further by ofering special
discounts to customers who share your website's
name or products on their social networking
profiles
Subscription based free shipping programs to
bolster e commerce channel

Customer loyalty is
channel strategy

According to 2011 Study by Verde Group

at University of Pennsylvania:
Multichannel shoppers spend more
than single channel
More channel opportunities-customer
shops more on diferent channels>higher
CONCLUSION
Online shopping platform delivers value
to customer through education, new
ideas, convenience and savings for the
customer

ENHANCED by adopting an Omni-

THE WAY FORWARD

LEVERAGING MOBILE CAPABILITIES

Wi-Fi based tracking of customers to know

how much time they are spending in front of
each section to get an idea of their
preferences
Shoppable windows

INSTORE ANALYTICS

Virtual avatars to get a feel of how the dress

would feel on their body
Interactive digital stands for collecting user
feedback as well as advertising
Mobile app that acts as a comprehensive
dictionary of the storess products. The app
would guide the customer to right aisle
where products of his interest are stacked or

IN-STORE TECHNOLOGY

Updates of ofers on the customers mobile

the moment he enters the shop using
location based awareness.
Payment using NFC, iPhone Airdrop etc.

BIG DATA ANALYTICS

Omni channel product line rules

Omni channel pricing

APPENDIX

THANK YOU