Enabling a retail brand to create an omni-channel ecommerce strategy, without alienating current brick and mortar customers.
The client team wanted to build from their existing retail B&M strategy into a full omni-channel presence. Together, we hoped to develop both mid/long term strategy as well as an action plan identifying immediate steps to begin to move toward omni. Inspired by analogs from other industries, and up-to-the minute best practices for multi-channel and omni-channel strategies, we worked with the team to create a clear picture of step-wise plans to expand across multiple channels.
Diving deep into social media ethnography and trend research, The Garage Group uncovered specific consumer needs that could be addressed with an expanded strategy.
Using social media ethnography, trend research and input from an omni-channel expert, our team uncovered 15 multi and omni-channel case studies to be used as stimulus for the session.
The brand team was exposed to best-in-class multi and omni-strategy examples via our omni-channel expert and led on a “field trip” to select stores (online and B&M) to experience various multi and omni-channel strategies that could be translated to their category.
Inspired by the field trip, the group discussed takeaways from brands that they had studied. They aligned on 5 implications to directly influence their own strategic directions.
Dividing into 4 groups, each sub-team used custom designed templates to develop distinct strategy directions, leveraging the tactical and strategic learnings from the external exploration earlier in the day.
Working again in their small startup-like teams, each team received input/feedback from consumers (dialed in via webcam on iPads), our omni-channel expert, as well as executives from across the business to pivot (as needed) and optimize their plans. Confidence grew as plans came to life and were fine-tuned.
Teams pitched their strategic direction plans to one another, and to executives from across the business who joined the pitch competition. From iterative development through pitches, several viable, robust strategic directions were presented and aligned.
The Garage Group worked with a small core team to collate and codify output from the strategy session into short term tactics (7 tactics identified) and 2 future state scenarios (multi-channel, omni-channel, and retail re-design).
Two future state scenarios were placed into a second prediction market, along with a “control.” Consumers predicted how these new future states might impact long term customer loyalty, visit/purchase frequency and brand differentiation.
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