CUSTOMER EXPERIENCE

STRATEGY

All strategy begins with creating a "Customer Experience" that can be converted into a competitive advantage. In today's world, the retail customer does not think in terms of Brick N Mortar or E Commerce. They only understand that the "Brand" represents certain values to them. They expect the same values no matter which channel they choose to shop.

 

SOCIAL MEDIA

Social Media has become a natural part of the experience. The Customer wants to have an emotional connection with the brands that they use and have a voice in its direction."Gamefication" is the best overall thought process in putting that strategy into play and should be the first stone in a social media foundation.

 

REAL WORLD USE

SEARS

• Store Survey: A 920 store survey with questions supplied by the stores so that we understood what they needed to tell us about the Customer, Product, Marketing, Operations etc.

• Monthly Calls: One with Regional Directors for direction and information. One with recommended Department Managers for best practices. Each call had a 3-4 topic agenda.

• Top 200:  project that addressed the merchandising on a by store basis for the top 200 hundred stores. Analyzed every category, sku down to the size structure and inventory model. Adjustments to space by category. Results added 200 basis points to profit.

• Good, OK, Ugly:  Process for review of what the Customer has voted on that they want and will buy. Lead to Footwear being the best performing division in Soft Lines.

• E-Commerce Survey: The landing page for shoes was still being developed. We created a survey that asked the customer how she was most comfortable in shopping online, which elements that were most important, sites that they enjoyed.

 

HARRY AND DAVID

• Market Basket Analysis: Through this set of analytics we understood what category the Customer was saying "yes" most often and when they did what other products were in the transaction. It was instrumental in the successful turnaround. We understood how to improve their overall experience by rearranging the floor in the manner in which they would be most likely to buy, expanding categories that they wanted and reduction of others that they didn't.

• Stores Redesign: The current store was not aligned with the younger customer coming into the store. We changed visuals to more contemporary design, opened up shopping path, moved best products forward and to the right.