Cover Story
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Journey to Omni-channel Retailing
「連通商務」策略
Mr. Sebastian Picardo, Deputy President and Chief Operating Officer, Lane Crawford
Mr. Sebastian Picardo shared with the audience how Lane Crawford put its ”connected commerce”
strategy in place by connecting its bricks-and-mortar stores with its online flagship store. Its online
platform, LANECRAWFORD.COM, has brought customers convenience and new experience. Not only does it allow
customers to browse and purchase products online, but also enables them to make payment online as they shop. When
customers have found in the physical store the products they are interested in, they can scan and put the products in
their carts via Lane Crawford’s online platform using their own handsets and pay online whenever they want.
Sebastian Picardo
先生分享，連卡佛如何實踐「連通商務」策略，把實體店和在線旗艦店對接，創造全新購物體驗。連卡
佛的網上平台
LANECRAWFORD.COM
不單讓顧客在線上瀏覽選購貨品，如顧客在實體店遇上心儀貨品，亦可透過手機掃描
而存放於網上平台，隨時於網上付款購買，為顧客帶來既方便又嶄新的服務體驗。
New Retail • New Motivation
「新零售
新動力」
Mr. Surrey Pau, Senior Manager, Executive Office of Mainland China,
Jewellery Management Centre, Chow Tai Fook Jewellery Co. Ltd.
周大福珠寶集團有限公司中國營運管理中心行政部高級經理
包建豪先生
Mr. Surrey Pau noted that the concept of ”new retail” is not just adding online channels to bricks-and-mortar retail shops.
Instead, he saw the two as being complementary to each other; and that greater emphasis should be placed on how to
create synergies between them. As well as applying a great deal of new technologies such as augmented reality, iBeacon
and Smart Tray, Chow Tai Fook has further integrated its outlets with the online store. For example, once a customer
places an order online, the products ordered are to be distributed from a nearby physical store, or directly delivered by a
shop assistant, to that customer’s home. This thus speeded up the sales process while enhancing customer satisfaction.
包建豪先生指出，「新零售」並非純粹在現有實體店加設線上銷售渠道，而是著重線上線下互相交織，如何使兩者產生協
同效應。他分享周大福門店除了採用大量新科技，如
AR
、
iBeacon
、智能奉客盤
(Smart Tray)
外，同時亦加強線上線下整合，
例如客人在網上購物，可由鄰近實體店寄出貨品，或由店員直接送到家中，使加快銷售流程，提升顧客滿意度。
To Complement Online Business with Offline Outlets through Carefully Elaborated
Planning
本土深耕細作
線上線下共舞
Mr. Danny Shum, CEO, Ztore HK Ltd.
士多香港有限公司
(Ztore)
士多老闆
岑迪贊先生
Mr. Danny Shum viewed that, in order to map out the customer journey in omni-channel retailing, online platform and
physical stores should operate in a coordinated manner, as if dance partners matching every single step perfectly and fine-
tuning their steps whenever appropriate. He said that the company had combined both social and traditional media in its
promotional events in the past, and had even sent teams to market its groceries to households door to door. In setting up
payment methods, the company provided customers with the choices of online payment and cash on delivery. It found that
many customers preferred to pay on delivery, even though it was their first time placing an order. The company has successfully
integrated each retail channel and created a new and locally distinctive grocery shopping experience.
岑迪贊先生認為，要做到全渠道零售顧客體驗旅程，線上線下平台要像共舞一樣，每一步也要互相配合，並且適當時要作
出微調。他分享公司曾同時採用社交媒體和傳統媒體推廣，甚至派團隊到每家每戶宣傳。而初定立付款模式時，不單採用
網上系統付款，同時提供傳統貨到付款模式
(COD)
，結果發現不少客人首次落單也選擇貨到付款。公司成功整合各渠道，打
造全新並富本土特色的糧油購物體驗。
Morning Session: To Have, or Not to Have: Omni-Channel Retailing Opportunities – Double-edged
Sword of Unfulfilling Promises and Opportunities?
上午環節：「全渠道零售商機―一把兩刃的劍？」
Three keynote speakers shared their secrets to integrate physical stores with online outlets and how to benefit from omni-
channel retailing. They helped inspire retailers to transform their business and make forward-looking planning.
三位主講嘉賓分享了如何整合線上線下秘訣，發揮全渠道優勢，使零售商從中獲得啟發，為其業務進行革新，並作前瞻性部署。
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