Lynn Ritson

Most retailers are facing an increasingly multi-channel customer who interacts with their business across multiple touch-points. Too often these touch-points are disconnected, with the data residing in a host of legacy systems. With many POS systems existing long before Facebook was ever conceived, being able to join up these and other systems makes it very challenging. You are merging lines and customer cost because shoppers don’t think in terms of channels, they just want a consistent, connected overall experience. In order to transition from brick and mortar towards e-commerce and multi-channel, not only do retailers need a clear strategy and an action plan, but also a strategy of how to communicate, involve, convince and empower employees to move from concept to reality. - Management is focused on investing where they have seen a return in the past o How do you demonstrate ROI to reshape their strategy? - Determining if there should be just one champion or if the business is mature enough to make everyone accountable for omni-channel - Chunking to break strategy in 3-4 week windows - Utilizing IT at a strategic level to educate the C-Suite on what is and isn’t achievable - Understanding how to set targets for different parts of the business, o How do we reward people for achieving those targets and how do we avoid conflict when we do that?