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Summary of "The Omnichannel Illusion"

Core Content

The document discusses the current state of omnichannel strategies in retail, highlighting that 80% of retailers lack a well-defined omnichannel strategy and fail to provide a smooth customer journey. It emphasizes the need for a comprehensive and integrated approach to omnichannel excellence, outlining key success factors, challenges, and actionable steps for retailers to evaluate and improve their omnichannel capabilities.

Main Points

1. Omnichannel Strategy Gaps

• 80% of retailers lack a clear omnichannel strategy.
• The majority of retailers are either followers or laggards, with only a few achieving champion status.
• A successful omnichannel strategy requires a change in mindset and transformation along the customer value chain.

2. 8C Omnichannel Approach

• The 8C model is derived from over 100 omnichannel projects by Roland Berger.
• Key elements include:
  • Integration and collaboration across all divisions.
  • System support enabling fast reactions to changes.
  • Competence development in data, coding, and marketing.
  • Customer data collection, aggregation, and use for assortment planning.
  • Digital technologies being fast and resolutely adopted.
  • Flexible supply chain that supports real-time inventory and decentralized logistics.
  • Cost analysis to ensure savings and costs are in balance.
  • Corporate culture that encourages innovation and overcomes silo thinking.

3. Challenges

• High coordination between channels.
• Change management within the organization.
• New competence requirements.
• Cannibalization of channels.
• Legal restrictions on personalized data.
• Difficult measurability of performance and acceptance.

4. Key Success Factors

• Customer data analysis.
• Segmentation of target groups.
• Definition of customer journeys.
• Technical supply chain support.
• Transparent cost analysis.
• Pilot projects and "Try-and-Error" culture.
• Cross-functional teams.
• Clear communication and definition of KPIs.

Key Information

8C Approach Elements

Omnichannel Fitness Checklist

• Is the organization prepared for an omnichannel strategy?
• Is the omnichannel strategy adjusted to the product category?
• Is the omnichannel strategy focusing on the appropriate channels?
• Is an adequate analysis of customer data possible?
• Are the relevant digital technologies optimally selected and used?
• Does the supply chain meet the necessary requirements?
• Are additional costs in a healthy relation to expected savings?
• Does the corporate culture support the omnichannel strategy?

Channel and Customer Strategy

• Different product categories require distinct channel and customer strategies.
• Channels should be operated as integrated units, not silos.
• Linking channels for cross-selling and consistent customer experience is crucial.

Customer Journey and Data

• Customer data must be collected at the point of touch and used for assortment planning.
• Classification of customers based on channel usage is essential.
• Targeted addressing of different customer groups via preferred channels.

Supply Chain and Technology

• A digitalized supply chain is necessary for omnichannel excellence.
• Real-time inventory, decentralized return management, and decentralized delivery are required.
• IT infrastructure must support data merging, analysis, and information flow.

Cost Considerations

• Cost transparency and potential savings must be analyzed.
• Implementation costs for new channels and technologies need to be planned.
• Logistics and warehousing may see increased costs due to complexity.

Corporate Culture

• A culture that supports innovation and technological reforms is a prerequisite.
• Breaking away from silo thinking is necessary for inter-divisional processes.
• Operational teams should be developed for channel interaction and eliminating internal competition.

Options for Omnichannel Fitness Testing

• Option A: Best Practice Session (2-hour session, suitable for companies with little or no omnichannel experience)
• Option B: Omni-channel Audit (Half-day workshop, suitable for companies with basic omnichannel experience)
• Option C: Omni-channel Champion (2-week audit, suitable for companies aiming for the next level of omnichannel excellence)

Call to Action

• Companies not satisfied with their omnichannel performance are encouraged to contact Roland Berger for expert support.
• Tobias Göbbel, Head of Global Practice Group Sales and Marketing, is available for appointments.

Contact Information

• Email: tobias.goebbel@rolandberger.com
• Phone: +49 160 744 8113