FOCUS ON THE STORE:
NATIONAL BRANDS MERGING
THE DIGITAL AND PHYSICAL
National/Local: Retail – BIA Kelsey ConferenceSherry ...
Omni-Channel Key Themes
¨  Consumers fully engaged with cross-channel shopping
¨  High demand for cross-channel consiste...
Omni-Channel Maturity Model
Foundational Tactical Strategic Engagement
Inventory| Operations | Supply Chain | Technology I...
Three Key Retail Priorities in 2015
Excerpted from Future Stores Directors
Report – Survey of 104 retail executives
91% re...
Transforming The In-Store Experience
Excerpted from Future Stores Directors Report 2015 – Survey of 104 retail executives
...
Omni-Channel Local Store Strategies
Personal
Touch
Offline
Branding
Cross-
channel
Service
Convenience
•  Loyalty
•  Lifet...
Tori Burch ‘Client Book’
¨  Customer: chic shopper
¨  Full integration of online
and in-store customer
data
¨  Strategy...
Omni-Channel Local Store Strategies
Personalization
Offline
Branding
Cross-
channel
Service
Convenience
•  Loyalty
•  Life...
Warby Parker’s Local ‘Experience’
q  Customer: Stylish, value
q  Reinventing buying glasses
q  Addresses: cross-channel...
Omni-Channel Local Store Strategies
Personalization
Offline
Branding
Cross-
channel
Service
Convenience
•  Loyalty
•  Life...
Macy’s ‘Omni-channel Magic’
¤  Customer: value-conscious
¤  Addresses: Inventory & in-
store pickup
¤  Integration of o...
Omni-Channel Local Store Strategies
Personalization
Offline
Branding
Seamless
Service
Convenience
•  Loyalty
•  Lifetime V...
Target’s ‘Bricks and Mobil’
¨  Customer: Time-strapped
¨  Addresses: Friction between
channels
¨  Strategy: App focus t...
Thank you
Sherry Thomas-Zon
sthomaszon@icloud.com
415.845.4330
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Focus on the Store: National Retailers Merging the Digital and the Physical

Top retail brands are aggressively pursuing omni-channel strategies that attract connected consumers before, during and after the store experience. The lines between digital and physical domains are continuing to blur, all along the path to purchase. Omni-channel is becoming the norm, with many more retailers successfully creating consistent brand experiences across all channels. This presentation looks at some of the innovators and was delivered in March 2015 at the BIA Kelsey National/Local Conference in Dallas, TX.
Published on: Mar 3, 2016
Published in: Retail      
Source: www.slideshare.net


Transcripts - Focus on the Store: National Retailers Merging the Digital and the Physical

  • 1. FOCUS ON THE STORE: NATIONAL BRANDS MERGING THE DIGITAL AND PHYSICAL National/Local: Retail – BIA Kelsey ConferenceSherry Thomas-Zon March, 2015
  • 2. 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
  • 3. Omni-Channel Maturity Model Foundational Tactical Strategic Engagement Inventory| Operations | Supply Chain | Technology Integration| People|Processes
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. Tori Burch ‘Client Book’ ¨  Customer: chic shopper ¨  Full integration of online and in-store customer data ¨  Strategy: Build an authentic relationship with customers
  • 8. 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
  • 9. 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
  • 10. Omni-Channel Local Store Strategies Personalization Offline Branding Cross- channel Service Convenience •  Loyalty •  Lifetime Value •  Convenience •  Fulfillment •  Order Value •  Visit Frequency •  Relationship •  Brand Anchor
  • 11. 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
  • 12. Omni-Channel Local Store Strategies Personalization Offline Branding Seamless Service Convenience •  Loyalty •  Lifetime Value •  Convenience •  Cross-channel •  Order Value •  Visit Frequency •  Relationship •  Brand Anchor
  • 13. 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
  • 14. Thank you Sherry Thomas-Zon sthomaszon@icloud.com 415.845.4330

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