[STEP BY STEP] Mastering Omnichannel Integration for Seamless Shopping

Future Commerce Podcast: eCommerce, DTC and Retail Strategy

This season on Step by Step, we are asking what does “seamless” mean to my eCommerce business and how do I demystify that in a way that helps me select the right solutions and softwares that make a seamless experience come to life? In this episode, we are talking to Keith Menezes, who's the Director of Commercialization at Walmart, the world's largest retailer. We're going to talk about how we master omnichannel integration and provide for a seamless experience not just for customers, but also for employees and some of the decisions that are made in making the technology that Walmart has built to create incredible omnichannel experiences available for the rest of the world. Listen now!

In this episode:

• {0:06:28} - “A vibrant retail ecosystem where we're all really serving other merchants and customers, I think helps all of us.” - Keith
• {0:10:32} - “It's not just about the technology, it's about the system, and then it's also about the change management. If you deploy a piece of technology and it just doesn't make sense in context of how the employee is doing their job and the UI and the experience itself is just complicated or hard to understand, adoption will plummet, but most importantly, customers aren't going to get what they're looking for, which then will ultimately impact their perception of your brand, and then loyalty, which is going to lead to churn.” - Keith
• {0:14:49} - “What has happened in the market is you've seen the growth of outsourced fulfillment, other providers out there that maybe exist as marketplaces where customers may go, they'll place an order, and then this third party will go into the store, pick the items for you and deliver it for you. And brands have loved that because they've gotten the growth. But now two years later, post-pandemic, what they're evaluating is what did we give up to get that?” - Keith
• {0:21:41} - “Fulfillment, even though it's invisible, it is an expression of your brand and you really have to get items to customers in the way that the customer is expecting them.” - Keith
• {0:26:416} - “Retail companies are in the business to sell products to customers. And the evolution has been really slow. And I don't know if people have picked up on it, but we are now buying software that's purpose built to be transactional software because it's built by the people who have to power their own businesses on it. And that is a fundamental shift away from, "You need software. We build software. Here's your software.’" - Phillip
• {0:33:45} - “Through Store Assist, we're giving you the capability to create these white label kind of fulfillment experiences. It's all your brand. We're existing in the background and then all the data that's coming back really is yours. You understand how customers are interacting with you and then empowering you to make decisions on what you ultimately serve up to your customers.” - Keith

Associated Links:

• Learn more about Keith Menezes and Walmart Commerce Technologies.
• Listen to more Step by Step episodes.
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• Get your copy of Archetypes, our recently published 240-page journal! Check it out at ArchetypesJournal.com
• Subscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world!
• Listen to our other episodes of Future Commerce

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