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FOCUS ON THE STORE: NATIONAL BRANDS MERGING
THE DIGITAL AND PHYSICAL
National/Local: Retail – BIA Kelsey Conference Sherry Thomas-Zon March, 2015
Omni-Channel Key Themes
¨ Consumers fully engaged with cross-channel shopping ¨ High demand for cross-channel consistency:
locations, assortment, pricing, inventory, ordering ¨ Improved digital/physical integration and interactions ¨ Transformation of the retail store experience and ‘pull’
activities in-store
Omni-Channel Maturity Model
Foundational Tactical Strategic Engagement
Inventory| Operations | Supply Chain | Technology Integration| People|Processes
Three Key Retail Priorities in 2015
Excerpted from Future Stores Directors Report – Survey of 104 retail executives
91% retailer respondents say store associates are their greatest sales assets
Sales Training and Touch points
Streamlining Conversion
Path
Capturing Data
Transforming The In-Store Experience
Excerpted from Future Stores Directors Report 2015 – Survey of 104 retail executives
42%
41%
17%
Investment Priority
Technology (beacons, touch screens) Training
Store Formats
76%
72%
60%
12% 8%
Technologies Used
POS
Mobile/Tablet
Digital Displays
None listed
Bluetooth/NFC
58% Reported Some Effectiveness in Collecting Customer Data In-store
Omni-Channel Local Store Strategies
Personal Touch
Offline Branding
Cross-channel Service
Convenience
• Loyalty • Lifetime Value
• Customer • Fulfillment
• Order Value • Visit Frequency
• Relationship • Brand Anchor
Tori Burch ‘Client Book’
¨ Customer: chic shopper ¨ Full integration of online
and in-store customer data
¨ Strategy: Build an authentic relationship with customers
Omni-Channel Local Store Strategies
Personalization Offline Branding
Cross-channel Service
Convenience
• Loyalty • Lifetime Value
• Convenience • Cross-channel
• Order Value • Visit Frequency
• Relationship • Brand Anchor
Warby Parker’s Local ‘Experience’ q Customer: Stylish, value q Reinventing buying glasses q Addresses: cross-channel
capture; improved experience
q Strategy: custom photo booth with practical and marketing function
Omni-Channel Local Store Strategies
Personalization Offline Branding
Cross-channel Service
Convenience
• Loyalty • Lifetime Value
• Convenience • Fulfillment
• Order Value • Visit Frequency
• Relationship • Brand Anchor
Macy’s ‘Omni-channel Magic’
¤ Customer: value-conscious ¤ Addresses: Inventory & in-
store pickup ¤ Integration of online, store
and phone ordering ¤ Expanded direct-to-customer
fulfillment centers
Omni-Channel Local Store Strategies
Personalization Offline Branding
Seamless Service Convenience
• Loyalty • Lifetime Value
• Convenience • Cross-channel
• Order Value • Visit Frequency
• Relationship • Brand Anchor
Target’s ‘Bricks and Mobil’
¨ Customer: Time-strapped ¨ Addresses: Friction between
channels ¨ Strategy: App focus to drive
product awareness plus in-store offers that drive future store trips and increased basket size
