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Retail Success Stories

Retailers can greatly benefit from learning about their peers’ success stores. In this section, Retail TouchPoints offers case study articles featuring exclusive interviews with retail executives and their solution provider partners. These in-depth looks into retailer implementations include statistics, metrics and ROI use cases, in addition to quotes from the executives leading the charge.

Mobile-Optimized E-Commerce Site Reduces Lonely Planet Bounce Rate 89%

Traditionally known as a publisher of travel guides, Lonely Planet actually boasts one of the earliest e-Commerce sites —one that has sold books online since 1994. But despite its deep roots in the web, Lonely Planet only recently adapted a mobile-responsive experience for its online shop, launching a completely redesigned e-Commerce site in February 2018. In the first three weeks after unveiling the new site, Lonely Planet saw: Bounce rate decrease by 89%; A 195% increase in products added to cart; and A roughly 12% increase in site visitors compared with the three weeks prior to the site launch.

Amid 300% Revenue Growth, KeyMe Kiosks Drive Traffic To Albertsons, Kroger Stores

In photo: Greg Marsh, CEO of KeyMe   KeyMe, a startup that is placing self-serve key duplication kiosks within retail stores, is seeking to make life easier for consumers who need a new key immediately. Also, by placing the kiosks in more than 2,000 retail locations including Albertsons/Rite Aid, Bed Bath & Beyond, Kroger, Mall of America, Sears/Kmart and 7-Eleven, the brand is helping drive more foot traffic into brick-and-mortar stores. “Our existing retailers are currently requesting more than 10,000 kiosks,” said KeyMe CEO Greg Marsh in an interview with Retail TouchPoints. “The reasons they’re requesting such a high number is primarily because we’re driving traffic physically into these stores in a really compelling way. For every single kiosk that we launch, within 48 hours, our marketing team is getting that specific location listed on Google Maps as the best place locally to copy a key. Through SEO we typically rank No. 1 for that listing. When someone types ‘copy keys’ into Google, our listing is coming up first.”

Hobo Bags Increases Revenue 62% With E-Commerce Site Launch

As a handbag and leather goods start-up that began its journey in the wholesale space, Hobo Bags has come a long way. A few years ago, the company expanded to the direct-to-consumer industry and in October 2017, launched its e-Commerce flagship shop — hobobags.com — in a partnership with Kibo. In less than a year, Hobo has seen a more than 62% increase in revenue, significant improvements in conversion rate and a 12% lift in units per transactions.

Finish Line Centralizes And Streamlines Merchandise Planning

With 950 locations across the U.S., an e-Commerce site and a partnership with Macy’s, Finish Line has plenty of ground to cover in delivering the right items to the right shoppers at the right time. To streamline its inventory and budgeting across one single platform, Finish Line implemented the Merchandise Planning Solution from TXT Retail, an Aptos company. With TXT Retail Merchandise Planning, Finish Line has: Centralized its merchandise planning capabilities under one platform; Set global sales/margin targets for all products, brands and channels they serve, while harmonizing buying decisions to expected demand; Created budgets for future merchandise planning cycles; and Simulated and made course corrections to keep a firm handle on margin and inventory investment targets.

How A Digital Storefront Enhances The Physical Experience At Mizuno

Designed to “capture the new digital savvy customer and showcase Mizuno product cross-sport,” the digital solutions in place at Mizuno flagship stores are driving global customer engagement and loyalty. Mizuno operates one flagship store in the U.S., as well as others in key markets worldwide. The digital display merchandising solution, provided by Perch, features self-serve technology that brings the digital online experience into the brick-and-mortar store. This technology is a key focus of the Mizuno Experience Center, located in The Battery, the U.S. flagship store in Atlanta. Here, shoppers can immerse themselves in digital experiences to book custom fittings for golf clubs or running shoes, assess their baseball swing, get gloves steamed and more.

Sportsman’s Warehouse Boosts Sales, Customer Acquisition With ‘Back In Stock’ Emails

Out-of-stocks (OOS) cost North American retailers roughly $130 billion each year, according to the IHL Group. To combat this problem, Sportsman’s Warehouse, an omnichannel sporting goods and outdoor products retailer, has deployed a solution that allows shoppers to sign up for an email alert that lets them know when the item they’re seeking is back in stock. Sportsman’s Warehouse went live with the MyAlerts solution in November 2017. Since then, the company has seen a “significant lift” in sales, with high open rates for the back-in-stock emails. “This demonstrates our consumers are very engaged and excited to know when our merchandise is available,” said Mike Van Orden, CTO of Sportsman's Warehouse in an interview with Retail TouchPoints.

Exclusive CMO Q&A: Storytelling Drives Disruptive Apparel Retail Model

Two of the most important areas of responsibility at any retail company are Marketing and Merchandising, but at Matilda Jane Clothing they are handled by one hard-working executive: Chief Marketing and Merchandising Officer Allison Flatjord. At another company, this might be a tale of competing priorities and siloed departments, but that’s not the case here. Matilda Jane bridges the gap by maintaining an unrelenting focus on its customers and a commitment to a unified brand message. “Our whole brand revolves around storytelling,” said Flatjord. “Every season we tell a different story, and in order to effectively tell those stories, we have to be really tight on marketing and product — everything that supports that story. So, for us it makes much more sense to have marketing and merchandising combined, to ensure the product supports the story you want to get across.”

#RIC18: Adore Me And Bedgear Take Divergent Paths Into Brick-And-Mortar

In an omnichannel world, innovators can choose multiple avenues to break into an existing market. Because of its relatively low cost of entry, many upstarts gravitate to e-Commerce first. Other startups choose to work with existing retailers to take advantage of their brand recognition, customer base and operational capabilities. At the Retail Innovation Conference, speakers from two companies that are less than 10 years old — Adore Me and Bedgear — explained why (and how) they took different routes to become players in the lingerie and mattress/bedding businesses, respectively.

#RIC18: How 1-800-Flowers Stays One Step Ahead Of Disruptive Technology

Monika Kochhar, SmartGift, interviewed Chris McCann, CEO of 1-800-Flowers Three decades ago, the company now called 1-800-Flowers.com Inc. was a small array of florist shops in New York City and Long Island. That was before the purchase of a telemarketing business called 800-Flowers. “By creating a brand around a phone number, we disrupted the floral industry,” said Chris McCann, 1-800-Flowers President and CEO, at the 2018 Retail Innovation Conference session, Reinventing The Customer Experience. “We realized then that if we had that ability, then another technology could come along and somebody could do that to us.” To make sure a newer technology would not have the chance to disrupt 1-800-Flowers’ business, management instilled a culture of exploring, testing and deploying new technologies. “We established a process we call ELAC,” McCann explained. “It stands for engage early when a technology is emerging, learn along with the consumer, adapt those learnings and innovate with new products, and bring it to a stage of commercialization.”

#RIC18: For Dunkin’ Brands, Data Identifies CX Pain Points

Paul Murray, Director of Digital Experience, Dunkin' Brands   Data can provide retailers with a lot of answers — but in some cases, its most useful function is identifying which questions the retailer needs to ask. Paul Murray, Director of Digital Experience at Dunkin’ Brands, shared several real-world examples of how the retailer used surveys, analysis and AI technology to figure out why the expected didn’t happen or the unexpected occurred. At the Retail Innovation Conference session titled Closing The CX Chasm, Murray was joined by ERDM Founder Ernan Roman. “Customers have unprecedented and unmet expectations about personalized value,” said Roman. “There’s a chasm between the customer experience (CX) fantasy that brands have versus reality.”

#RIC18: How TechStyle Optimizes Personalization With Continuous Testing

For most retailers, one-to-one personalization is a goal to work towards rather than an actual achievement — but TechStyle Fashion Group is an exception. The retailer, which includes the Fabletics, JustFab and ShoeDazzle brands, has succeeded in making personalization practical. At the 2018 Retail Innovation Conference, Traci Inglis, Brand President for JustFab and ShoeDazzle, shared some key statistics that chart TechStyle’s progress: • The retailer sends unique emails to each of its 2.5 million members;• The emails utilize dynamic one-to-one merchandising across thousands of styles, individualized based on the customer’s preferences, clicks and purchases;• Targeted subject lines highlight the customer’s first name and the email offer; and• TechStyle personalizes the web pages members see based on their fashion and style preferences as well as their location.

#RIC18 Store Tours: From Luggage, Books And Running Gear To Kitchenware And Candy

Every year, Retail TouchPoints kicks off its annual Retail Innovation Conference by hosting a Store Tours event that gives attendees a first-hand look behind the scenes at leading retail brands. This year, attendees spent Monday, April 30 at The Shops at Columbus Circle in New York City, visiting five retail locations and hearing about them straight from the executives themselves. The stores included: TUMI, the luggage and travel company that operates a small, partner-owned retail store that produces top sales-per-square-foot figures; Sugarfina, an “adult candy store for grown-ups” that houses many delicious sweets in a kiosk store format; Williams Sonoma, a kitchenware and home furnishings store that offers classes, book signings and private events in its flagship location; Amazon Books, a physical version of the e-Commerce giant’s online offerings; and New York Running Company powered by JackRabbit, a one-stop-shop for everything a runner or athlete could possibly need, from top brands such as Brooks, ASICS, Nike and more. Read on to get an inside look at some of the highlights from this year’s Store Tours event!

Hotter Shoes Leverages Triggered Emails To Add Fire To U.S. Expansion Efforts

As a footwear retailer with 77 stores and a presence in more than 200 independent retailers across the UK, Hotter Shoes has made a name for itself across the pond. But the company has its sights set on U.S. expansion, hoping that its e-Commerce offerings will spearhead the retailer’s American push. Within the last year, Hotter Shoes generated $27 million in U.S. sales, or 35% year-over-year growth, with email-related revenue accounting for approximately 20% to 25% of those sales. With email contributing so much to the U.S. revenue pie, Hotter Shoes sought to bolster one area of its email marketing campaigns — triggered emails — by leveraging insights from 4Cite, a consumer identification and data management firm.

Teahouse Brews Up Growth With Streamlined Management And Loyalty Solution

The Teahouse, a chain of traditional Taiwanese cream teahouses in the Houston area, faced a problem familiar to many growing retailers. Keeping tabs on multiple locations that differed slightly from each other in menu setup, layout and prices was becoming an operational challenge. Additionally, Teahouse wanted a more organized way of managing its Teahouse Rewards loyalty program, which offers customers a free drink for every $40 they spend. The retailer, which currently operates 10 locations, deployed a POS and store management solution from Revel Systems in late 2015, and then added the Spendgo customer engagement solution in January 2017. The combination has provided Teahouse with multiple benefits, including:

Call Center Data Optimization Boosts Profits At Mason Cos.

Mason Companies, a catalog-oriented retailer with 11 brands encompassing footwear, apparel, gifting and food, knows the importance of providing contact center agents with all the information they need to handle a query and complete a sale. By adopting a centralized master data management (MDM) solution that pulls together all customer contact information — from social networks, web contacts and other media — the retailer is seeking to improve the productivity of agent-customer interactions. “We need to bring all the customer information together from marketing and sales channels and show it to our contact center agents, so they can leverage it from a marketing perspective,” said Adam Stavn, CIO of Mason Companies in an interview with Retail TouchPoints. “During the busy seasons for our different products, we may have well over 1,000 contact center agents working in different locations throughout the U.S. These agents need a full, clear picture of the customer that’s calling, to ensure that the one interaction they have with us during the season will be profitable.”
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