The  Final  Piece  of  the  Puzzle    

Communica*on  Ma,ers!  

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PRESENTED  BY  

Solving  the  Store  Execu>on  Challenge  

SPONSORED  BY  

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About  Retail  TouchPoints  

ü  Launched  in  2007    

ü  Over  28,000  subscribers  

ü  To  provide  execu>ves  with  relevant,  insighQul  content  across  a  variety  of  digital  medium  

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Panelists  

Debbie Hauss Editor-in-Chief

Retail TouchPoints

MODERATOR

Janet Hawkins President & CEO

Opterus Inc.

Erin Oldershaw Lead Retail Strategist

SMK Workforce Solutions

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About  Opterus  Inc.  

ü  Released SOC in 2009

ü Global customers, solution is in 23

languages

ü Opterus provides a cloud based

solution designed specifically for

retail to simply and effectively

manage and execute store tasks

and communications.  

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There  is  a  New  Retail  Reality…  •  The  path  to  purchase  has  changed  and  to  

remain  relevant  you  have  to  engage  your  associates.  

•  Associates  are  your  front  line,  driving  the  in-­‐store  customer  experience.      

•  Once  the  customer  is  there,  it  is  impera>ve  to  make  sure  they  have  a  good  experience.    

•  You  need  to  duplicate  this  experience  across  all  your  stores  because  over  90%  of  retail  sales  s>ll  occur  in-­‐store.  

•  An  effec>ve  and  efficient  tool  is  essen>al  to  execute  this  consistent  customer  experience.      

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…but  the  same  Universal  Challenges  of  Opera>ons  Remain  

•  Dynamic  and  rapid  pace  of  change  

•  Sa>sfying  today’s  demanding  customers  and  making  them  loyal  to  your  brand  

•  Be  a  step  ahead  of  your  compe>tors  

•  Increase  sales  and  employee  sa>sfac>on  

•  Keeping  things  simple!  

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Opterus  –  Communica)on  Ma,ers  •  “The  single  biggest  problem  in  communica*on  is  the  illusion  that  is  has  

taken  place.”  –  George  Bernard  Shaw  

•  Store  Ops-­‐Center  is  a  ‘one  stop  shop’  solu>on  for  retailers  that’s  highly  configurable  with  no  development  work  required!  

•  Simple,  elegant  and  agile  •  Consistent  and  intui>ve  for  everyone    •  Drive  performance    •  Impact  employee/customer  loyalty  and  sa>sfac>on    •  Higher  adop>on,  lower  training  &  change  management  costs  •  Increase  sales  

•  Equip  your  organiza>on  with  effec>ve  communica>ons,  knowledge  and  technologies  

•  Track  both  tac>cal  opera>onal  tasks  and  strategic  ini>a>ves  that  drive  customer  loyalty  &  happiness,  increase  sales  &  employee  sa>sfac>on  

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Opterus  •  “Make  things  as  simple  as  possible,  but  not  simpler.”  -­‐  Albert  Einstein  

•  SOC  becomes  the  func>onal  founda>on  for  what  stores  should  be  doing  

•  Measure  accountability  •  How  can  you  measure  if  the  vision  was  executed  •  Communicate  more  effec>vely  and  efficiently    •  It’s  a  tool  for  opera>onal  excellence  so  you  don’t  have  to  spend  so  much  >me  focused  on  the  opera>on  

Communica>ons  Before  

@  email  

Stores  

Store  Mgr  

Assistant  Mgr  

Department  Mgr  

Full  Time  Part  Time  

Central  Office  

Opera*ons  

Support  

IT  

Merchandising  /  Buying  

HR  

Field  Managers  

Regional  Mgr  

District  Mgr  

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Communica>ons  Aier  

Gate Keeper(s)

Stores  

Store  Mgr  

Assistant  Mgr  

Department  Mgr  

Full  Time  Part  Time  

Central  Office  

Opera*ons  

Support  

IT  

Merchandising  /  Buying  

HR  

Field  Managers  

Regional  Mgr  

District  Mgr  

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Con>nuous  Improvement  Cycle  Strategy  &  Workload  Planning  

Opera>onal  Communica>on  &  Gatekeeping  

Execu>on  

Compliance/Accountability  

Conversion  &  Customer  Loyalty  

Measurement  

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How  to  Communicate  

•  Gatekeeper  workflow  •  What  needs  to  be  executed  to  match  your  strategy/vision  and  

is  there  enough  payroll  to  support  the  vision?    •  How  and  when  to  communicate  •  Driving  performance:  Value  of  executed  work    •  Sustainable  and  consistent  model  for  beFer  execu>on  of  your  

opera>ons  with    beFer  communica>on  and  accountability    •  Manage  all  brands,  store  types  •  Marke>ng  plans,  mobility  offers  etc.  

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Measuring  the  ROI  

•  Turn  Store  Execu>on  into  a  science,  rather  than  an  art  •  Effec>vely  measure  the  tasks  given  to  stores  •  Build  a  beFer  budget  &  strategies  for  your  business  •  Priori>ze  tasks  that  drive  revenue  •  Effec>vely  gather  informa>on  from  the  stores  •  Improve  customer  service    •  Hold  all  departments  accountable  for  Payroll  

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Business  Case  •  Opterus  customers  have  seen:  

–  That  more  effec>ve  store  prepara>on  has  resulted  in  20%  sales  increases  during  peak  sales  periods  

–  The  increase  in  revenue  due  to  higher  conversion  for  on-­‐>me  compliance  when  markdowns  are  completed  vs  not  completed  

–  Task  completed  on  >me  go  from  50%  to  95+%  

–  Savings  of  400  hours  a  month  of  workload  through  SOC  repor>ng  on  tasks    

–   Timely  and  helpful  responses  to  stores  go  from  70%  to  95+%  

–  Repor>ng  allows  for  real  >me  visibility  to  react  and  make  changes  instead  of  dealing  with  issues  once  things  are  overdue  and  you’re  out  of  hours  

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Consistent  Customer  Experience  

•  Great  customer  service!    

•  Manage  produc>vity  and  performance  of  employees  –  this  is  key  to  mee>ng  the  demands  of  the  new  customer  

•  This  is  cri>cal  to  aFaining  business  objec>ves  

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Impact  

•  Customer  sa>sfac>on  

•  Loyalty  “Take  care  of  your  customers  and  they  will  come  back.  Take  care  of  your  merchandise  and  it  won't.”  -­‐  Richard  Marcus  

•  Consistent  experience  

•  Seamless  experience  once  they  get  to  the  door  

•  Associate  adop>on  of  SOC  is  amazing  

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Compliance  -­‐  Accountability  

•  360  degree  view  •  Improve  visibility  •  Mi>gate  risk  •  Cut  >me  required  to  make  business  decisions,  react  to  the  market,  open  doors  to  new  insights  previously  unaFainable  

•  Increase  produc>vity  •  Increase  sales  •  Improve  communica>ons  &  be  more  effec>ve  

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Wrap  Up    

•  New  reality  of  retail  you  need  to  communicate  more  effec>vely  than  ever  

•  Need  to  effec>vely  gate  keep  to  drive  focus  and  service  

•  Priori>ze  the  tasks  that  directly  drive  revenue  and  customer  loyalty      

•  Keep  it  simple  for  the  stores  

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Consistent  Customer  Experience  

Winning  The  BaFle  Of  Customer  

Service  Vs.  Task:  Op>mizing  The  

Customer-­‐Centric  Payroll  Equa>on    

Growing  Revenue  While  Controlling  

Labor  Cost  

Communica>on  MaFers:  Solving  

the  Store  Execu>on  Challenge    

Conquer  the  Fitng  Room  –  

Make  the  Most  of  Your  Most  

Valuable  Real  Estate    

Understand  In-­‐Store  Shopper  Behavior  With  Precise  Loca>on  

Analy>cs    

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Submit  Your  Ques>ons  

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Q&A    //    Panelists  

Debbie Hauss Editor-in-Chief

Retail TouchPoints

MODERATOR

Janet Hawkins President & CEO

Opterus Inc.

Erin Oldershaw Lead Retail Strategist

SMK Workforce Solutions

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Next  #CCES  Session  

WEDNESDAY  •  SEPTEMBER  24,  2014  AT  2PM  ET  /  11AM  PT  

Conquer  the  FiRng  Room:  Making  the  Most  of  Your  Most    

Valuable  Real  Estate  

MARGE  LANEY  Alert  Tech  

ANNE  MACKENZIE  KOTRABA  SMK  Workforce  Solu>ons