As a retailer, it is so important to inspire and encourage customers to not only complete a purchase, but continue to visit on an ongoing basis.
In the era of connected consumers, mobile is the only logical way to go.
David Geisinger, Head of Retail Business Strategy for eBay, is diving deep into the in-store customer experience and the role that data can play in improving interactions.
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“Retailers have all of this data on the purchases you’re making,” he said, “and they should use it."
For example, David discussed how he has a dog and typically takes three months to finish a bag of food before going back to buy more. The retailer has access to this information and has an opportunity to re-engage, he explained. But no messages have ever been sent.
This is a huge missed opportunity, David noted. Retailers can send personalized push notifications and alerts when consumers are reaching the point when they need to replenish a product.
Personalization was one of the many topics David discussed. Since he’s in the heart of the eBay business, as well as the company’s partnerships with retailers, it was inspiring to hear his side of the story, and his perspectives on current trends. Specifically, he spotlighted Kate Spade Saturday as a great innovator. As you may know, eBay and Saturday worked together to execute the shoppable window concept in SoHo. It was a huge success, and is something the retailer plans to do more in the future.
The top lesson learned? "Innovation can happen in the smallest ways; but do not wait."
And with that, I’ll leave you with this awesome quote from David that I’m sure will inspire all the retailers out there:
"Failure means you’re learning something. It may not feel good and it may be hard. Whether you want to call them failures, challenges or issues, they’re learnings and they’re opportunities."
