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FOCUS ON THE STORE:
NATIONAL BRANDS MERGING THE DIGITAL AND PHYSICAL
National/Local: Retail – BIA Kelsey ConferenceSherry 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 Prior-ity
Technology (beacons, touch screens)
Training
Store Formats
76%
72%
60%
12% 8%
Technologies Used
POSMobile/TabletDigital DisplaysNone listed
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’ Customer: Stylish, value Reinventing buying
glasses Addresses: cross-channel
capture; improved experience
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
