031: Winning At Omnichannel Retail (part 2)

Many retailers are looking to build their omnichannel capability. It’s the coming together of all channels to deliver a seamless experience for customers in this digital era. Tim Mason, CEO of Eagle Eye Solutions and ex Deputy CEO of Tesco explains about how to take advantage of this opportunity and how to overcome the omnichannel retail challenges that you’ll find on the way.

In this episode, you’ll discover:

• How to get customers to buy into your approach.
• The biggest challenges to becoming an omnichannel retailer.
• How digital enablement compares to other investment opportunities.
• Why it could be time for some senior people to step aside. 

 

 

This is a part 2 of this conversation. So, if you’ve not heard the beginning of this conversation, then you’re going to want to go back and check that out. 

Click to listen to episode 30

Introducing Tim Mason

Tim Mason is the CEO of Eagle Eye Solutions Group plc. Previously, he was Deputy CEO at Tesco, along with many other roles such as CMO (Chief Marketing Officer) and Fresh and Easy CEO (Tesco’s venture into the US).

Tim has always been a champion of the customer. In fact, he’s been known for being connected with customers. In turn, it’s given him the opportunity to deliver a number of major transformation projects, including:

• Tesco Clubcard
• Tesco.com / Tesco Direct
• The “Every Little Helps” slogan

Omnichannel retail is about living in a digital world

This is not about ecommerce. This is about the fact that we live in a digital world.

Tim Mason

The above quote was perhaps my favourite ‘one liner’ from catching up with Tim Mason. 

Too often, we think of omnichannel retail from an operational aspect. Basically “I must operate stores and an online shop too!”.

However, as Tim explains in the podcast, it is so much more than this. Arguably, omnichannel retail is a mindset shift. It’s a way of realising that customers live in a digital world and want to interact in a digital way. Becoming an omnichannel retailer means that you make it easy and simple to interact with customers in a digital way. 

Customers are continually switching from channel to channel. Maybe between physical stores and online stores. Perhaps, it’s switching social media channels or mixing relationships with friends and brands. Also, this could include interactions between chatbots, instant messengers and human powered customer service call centres. It’s tough to keep up with how people like to live their lives. 

But, ultimately, that is how people are living their lives. And that is how they want to interact with your retail business. So, you must work hard to ensure that you can communicate with them. Plus, you need to be there when they need you.

Of course that is a tall order. But, if you do it correctly, you’ll earn their trust and loyalty. From there, you’ll find them coming back, time after time, and they even end up spending more with you too. 

About Omnichannel Retail, the book

Tim Mason has just released Omnichannel Retail, published by Kogan Page. It’s co-authored with retail technology expert and co-author Miya Knights. 

Miya is a good friend of the Retail Transformation Show and appeared in episodes 12, 16 and 17. Miya is the Head of Industry Insight at Eagle Eye Solutions. 

Omnichannel Retail (the book) gives you fascinating insights into how to digital technologies to transform the in-store experience. You can’t get left behind or you’ll be left in the “digital black hole.”

Inside the covers, you’ll find:

• Reflections and lessons learned from Tesco Clubcard, including interview with key people, like ex Tesco CEO, Sir Terry Leahy.
• Practical tips for retail businesses about how to become an omnichannel retailer. In particular, how to connect digitally with customers. 
• What to do about shopping and behavioural trends like ROBO (“research online, buy offline”) to build relationships with your customers.

Buy a copy on Amazon.co.uk

Share your biggest takeaways

So, I’d love to know your thoughts. What were your biggest takeways from both episodes with Tim? What do you think are the biggest challenges in becoming an omnichannel retailer? As a result of listening, what are you going to do differently? 

I would LOVE to hear from you. 

Either, you can drop a comment below, or connect with me on social media and let me know there. 

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