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Talk on Proximity by Sean McKee from Schuh during Emerce eRetail Europe 2014
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weapon of mass seduction?
Sean McKeeHead of Ecommerce and Customer Services
Founded in 1981Part of Genesco, Inc. since 20114000 employees
Mid-market fashion footwear brands Over 90% branded, female biasTargeting 15-25 year oldsHigh volume, full-price proposition in busier locationsStrong multi-channel propositionEmphasis on systems and efficiency
105 storesMature ecommerce operation, 93% in the UK Retail 85%/Ecommerce 15%
About
Proximity?
“Nearness in space, time
or relationship”
Mobile changed the game. Simple.
A clear trendUK: Feb 2013-August 2014
Looking ahead 2014 - 2018
The futureRETAIL’S NEAR FUTURE
oSmaller screen oTouch contextoKPI challengesoOn the go?
Wearables almost here
Interplay of digital and physical
PROXIMITY MARKETING?
INTERACTIVE DELIVERY?
MOBILE WALLETS?
Uncomfortable truths
The App
challenge
Sensible commerciality
Relationship with discount?
Push messages,
privacy and
ethics
Innovation efforts must fit with business strategy
And demonstrable customer need
o Sales volumeo Enabling convenience o Respectful of customero Consistency of offero Preserve margino Brand relationships
Sustainable?
NEED TO PLAY WANT TO PLAY LIMITED (NO?) PLAY
Lead on serviceLive inventory
Mobile interfacesDigital marketing“Pull” messaging
Local Social Media
Customer’s own techWearable technology
New payment typesE-vouchers
Instore screensDynamic pricing
“Push” messaging
schuh.co.ukschuh.co.uk
Reduce frictionUK site responsive
September 2014
Getting closer at storesStore pick up
Store product checks
Checks in Q1
LY +31%
Checks in Q2
LY +22%
STORE PICKUP INCREASING
Purchased online, then picked upLY +34%
Reserved, then purchased in storeLY +17%
Half picked up on the same day as confirmation text
Getting closer at stores
E-receipts digital relationship
findmysize
Kiosk first/mobile POS
Self-medicated assistance
findmysize.co.uk
Tomorrow, today and speed
4
delivery options
3 local pickup
options
2
returns options
Free standardNext day (until 10pm)
Choose your daySunday (NEW)
Click and CollectCheck and Reserve
Free at schuh store
Improving the offer
Deepening the connection through real people
Social CS
Content Ambassadors
Sustain
able
approach to
proxim
ity
PROFITTHE MANYFASTER PULLLOCAL
