3
axway.com
Sally's omnichannel shopping journey
The days are getting longer, the forsythia is blooming bright yellow and the lawn is coming to life. Sally's got
spring fever and she's eager to get her hands dirty. But she needs a mower. Time to go shopping.
• Sally searches the web for the type of lawn mower that's best for her, checking the makers, models and
price ranges. She examines customer ratings and reviews. She finds what she wants.
• She heads to her local DIY retail outlet, which offers the mower she wants. But it's out of stock. Sally
leaves disappointed.
• A few days later the grass resembles a small jungle. She needs a mower now. But it's rush hour and she
doesn't want to risk going to the previous store and finding empty shelves.
• Sally opens up her browser and gets to the retailer's page. She does not have to search because the shop's
cookies are still there to provide the direct suggestion.
• Sally buys and asks to pick up the mower in the store. No problem.
• On her way back from the office the following day, she stops by the store and picks up the mower.
This DIY retailer is pretty advanced from a technology perspective and has built a shopping companion app
Sally can use from her mobile device. It's able to pinpoint her location, which is valuable when she is in the
store or in a competitor's. Using the app, Sally receives:
• Flash promotions (when in the aisle or when at a competitor's store)
• Engaging content for liking and sharing on social media
• Loyalty points (per purchase or per store visit)
• A scanable product barcode to obtain info (price, material, contents, origin, pictures, videos,
explanations etc.)
• Mobile payment capabilities
• Information on cross-sell proposals
• Maps showing the nearest store or mall with the product she's searching for — she even gets an aisle
layout for larger stores
