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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.

Serena & Lily Boosts Revenue With Behavior-Based Email Targeting

Like many retailers, Serena & Lily wanted to know more about its customers: how they were acquired, what they bought — and what might entice them to buy again. But while the bedding and home furnishings retailer had a wealth of customer contact information stored in a single system, the information wasn’t organized in an analytics- or marketing-friendly fashion. “We were fortunate that all the customer data from our channels, which include online and our 10 brick-and-mortar stores, all ‘lived’ in one system,” said Carla Rummo, SVP of Customer Relationship Marketing and E-Commerce, describing Serena & Lily’s previous system. “However, in part because the system didn’t do a very good job of deduplicating customer records, we couldn’t even rely on it to tell us exactly how many customers we had. Additionally, we couldn’t export lists from the system; we couldn’t say, ‘Give me a list of everyone who ordered this much and lives in these zip codes.”

Exclusive Q&A: Not Your Father’s Vending Machine

Technology has supported the creation of cashierless stores in the form of Amazon Go and its competitors, but totally unattended retail requires even more extensive support. Generation NEXT Franchise Brands seems to have cracked the code with Reis & Irvy’s: self-contained, 15-square-foot robotic vending machines offering frozen yogurt, ice cream and gelato with a choice of six toppings. The Reis & Irvy’s machines create the personalized desserts in full view of the customer in 60 seconds or less, accompanied by music and animation. The machines, operated on a franchise model, use supplies from Dannon as well as major food distributors US Foods and Sysco.

GOLFTEC Revamps POS Across 200 Locations In One Day

GOLFTEC, a private golf instruction and golf club fitting company, may not be a typical retail business. But having scaled up its brick-and-mortar presence in recent years, the company understands the necessity of having a modern POS platform that can drive productivity and deliver pricing updates across its entire business. After leveraging cloud-based software from Revel Systems, GOLFTEC upgraded its POS systems in 200 locations across North America and Asia in a single day. While GOLFTEC wanted to implement an iPad-based system to take advantage of the technology’s intuitiveness, the company also realized that it had outgrown its previous POS system — particularly with the opening of approximately 40 new locations in the last two years. With Revel Enterprise, GOLFTEC can now push critical data and lesson pricing updates to its more than 200 locations with a single click.

How INDOCHINO Stands Out In A Crowded Field

INDOCHINO was one of the first online companies to disrupt the retail and retail technology sector by delivering mass one-to-one apparel garments to its customers. INDOCHINO is in a highly competitive space, with competitors such as Bonobos (owned by Walmart), Suit Supply, Frank & Oak, UNTUCKit and Stitch Fix, a women’s brand that is pivoting to men. INDOCHINO has set a goal of delivering one million made-to-measure suits by 2020.  INDOCHINO was founded in 2007 by Heikal Gani and Kyle Vucko during their time at the University of Victoria. These two entrepreneurial students created the idea out of necessity and fostered it into an international phenomenon. The company successfully transitioned from digital to brick-and-mortar and has opened 43 showrooms since 2015, with up to 13 more slated for 2019. Australia is INDOCHINO’s first official launch outside of North America.

#RIC19: 6 Reasons Kirkland’s In-Store Transformation Was Successful

Michael Cairnes, COO, Kirkland'sThe mere thought of transforming the in-store experience is enough to overwhelm even the most seasoned retail executive. During the 2019 Retail Innovation Conference, executives representing several retail verticals revealed how they overcame organizational inhibitors and challenges to successfully innovate within their businesses. Kirkland’s COO Michael Cairnes,…
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Swiss Personal Care Brand Boosts #GlobalGarden Campaign Engagement With UGC

Weleda, a manufacturer and online seller of natural cosmetics, personal care products and alternative medicines, leveraged user-generated content (UGC) to promote “real” beauty and, more importantly, drive customer engagement during its Global Garden marketing campaign. As a beauty brand, Weleda felt it was necessary to showcase real customers to its audience — without photo editing or filtering — to build closer relationships with younger consumers. The cosmetics company leveraged the Olapic Content Engine to identify hundreds of images marked with the hashtag and campaign keywords that aligned with Weleda’s brand identity and values. From there, Weleda was able to mine images from the approved content library to inform and improve the next iteration of its brand communication. Following a successful test phase in Germany, France and the U.S., UGC campaigns are now being rolled out in other countries.

Gap Streamlines HQ-To-Store Communications Across 3,000 Locations, Multiple Brands

As part of an overall digital enhancement of its in-store operations, Gap Inc. has deployed a solution that consolidates and personalizes the communications sent from headquarters to more than 3,000 company-owned stores. Gartner estimates that by reducing waste and improving productivity, the Retail Zipline solution saves nearly $20 million annually for the retailer’s Old Navy brand, where it has been in use the longest. Additionally, Gap has rolled out an “In Stock on Shelf” mobile app that alerts store associates when a store shelf needs to be restocked with items located in the back room. Developed in-house, the app has “reduced the number of times an item is in the back room, but not on the store floor, from 40% to just 1%,” said Brandon Panepinto, Director of Product Management for Gap Inc. in an interview with Retail TouchPoints.

California Closets Kiosk Conquers Showroom Space Challenges

California Closets has been on a mission to create a consistent look for its 150 showrooms located across the country. For most of the retailer’s 41 years of operation, its stores have sported very different looks, in part because approximately two thirds of the locations are franchises rather than corporate-owned stores. The company’s other big brick-and-mortar challenge has been finding enough square footage in its stores to show off multiple examples of the retailer’s creative, customized closet designs. California Closets offers designs for every room in the house, with a wide range of functionalities, materials and finishes — far more variations than could be shown even in a football-field sized showroom. Larger showrooms can house as many as 10 displays, but the retailer creates customized storage spaces for bedrooms, pantries and garages, so there’s a constant fight for space.

Lamps Plus Texting Function Allows Associates To Be Customers' 'Eyes' In The Store

Anyone who has spent hours picking out home furnishings knows that little details matter before making a final decision. But what if you wanted to know something really specific — such as the color of the plug on a lamp you’re thinking of buying — but you didn’t have time to visit the store to check for yourself? Lamps Plus has debuted a text-to-store functionality that connects shoppers with in-store associates, allowing them to act as the customer’s eyes within the store. The program, which Lamps Plus began testing in December 2018 and has since expanded to its 37 stores, allows customers to send questions from their phones’ SMS app without requiring an additional app. The store manager or assistant store manager carries a dedicated iPhone during store hours to respond to customers’ texts. Customers can tap the “Check Store Availability” option within each mobile product page, leading to a page where a “Text Store For Availability” prompt initiates an SMS message about the product. Text numbers also are located on store pages, in customer marketing emails and inside printed catalogs.

GlassesUSA Boosts AOV 15% On Orders Of More Than $120 With Installment Payments

With a consumer base that includes increasingly debt-conscious Millennials, GlassesUSA believes that customers should not have to worry about breaking the bank when buying high quality eyewear online. This conviction led the company to adopt an installment payments option that allows shoppers to pay off their purchases in monthly increments with no interest, late fees or anxiety. Since offering the Splitit payment option to customers, GlassesUSA has increased AOV by more than 15% for shoppers spending $120 or more on its products. Among these high-order-value baskets, GlassesUSA has seen a 10% decrease in checkout abandonment.

Philanthropy, Local Connections Create Event Marketing Success For Kendra Scott

Experiential retail has become a popular buzzword in the industry, as retailers seek to deliver memorable experiences in stores, both to build relationships with customers and grow sales. For brands like jewelry retailer Kendra Scott, there’s no better way to do that than with in-store events. At each of its 94 stores, the brand hosts 12 to 20 events per month. During a pre-NRF 2019 event hosted by the jewelry brand alongside event marketing solution provider Splash, Kendra Scott Director of Retail Marketing Amy Young sat down for a fireside chat with Splash Co-Founder and CEO Ben Hindman to discuss the brand’s unique event strategies and what drives their success. Q: How do you leverage events as part of Kendra Scott’s go-to-market strategy? Amy Young: Events are a huge revenue driver for us. We task our stores with hosting an insane number of events on a weekly basis, and a lot of times we have our influencer events, local media events and shopping parties. We have what we call Kendra Gives Back (KGB), which is where we tap into the local community — local charities and local causes — and host events where a percentage of proceeds from that event…

PupSocks Boosts Paid Social Advertising Revenue 12% With Predictive AI

PupSocks gives pet owners the chance to show how much they love their pets by custom-printing their faces on socks, mugs, tote bags and more. With such a visually oriented product, the one-year-old online retailer’s growth depends on capturing an audience that loves showing off their pets on social platforms like Facebook and Instagram. Aiming both to accelerate its growth via paid social advertising and better measure its campaigns’ success on the two social platforms, PupSocks implemented the Pattern89 AI software platform. In the first 10 days of working with Pattern89, PupSocks saw: Revenue from paid social ads increase 12%; Return on ad spend (ROAS) improve 15%; and Reinvigorated underperforming ad sets in smaller campaigns, increasing their ROAS (Return on Ad Spend) 31%.

True Value Cuts Unproductive Inventory, Improves Forecasting With Demand Planning Solution

Anticipating and incorporating demand, particularly for highly seasonal and weather-dependent items, is crucial to delivering an exceptional customer experience while maintaining accurate inventory levels and a healthy profit margin. It’s a particularly tough challenge for retailers that are managing highly variable product lifecycles based on geography and seasonality. Starting in 2017, True Value took the challenge head-on, implementing JDA Demand to revamp its demand planning processes. Since deploying JDA Demand, True Value has: Saved “millions of dollars” in unproductive inventory reductions; Improved forecasting from a monthly to a daily basis; and Maintained fill rates.

Tenth Street Hats Tries On AR, Boosts Conversion Rates 33%

Photo credit: WWD Tenth Street Hats is letting shoppers try on headgear in a whole new way: augmented reality. The tool, accessed via a button on the product detail page that reads “Try it on in AR,” is available for both mobile and desktop consumers, although shoppers need to have a web camera to use it on desktop. Shoppers can use the 360-degree feature to “try on” nearly 30 of the 200+ hats sold on Tenth Street Hats. With the Axis augmented commerce platform from Vertebrae, a technology innovator in interactive 3D and AR solutions, the retailer: Increased conversion rates 33%; and Boosted engagement 74%.

Self-Service App Deepens Customer Connections At Fairway Market

Some retailers worry that adopting a self-checkout solution will deprive them of a key point of contact with their customers. Fairway Market, a New York City metro area chain of 15 supermarkets and four wine and spirit stores, wanted to be absolutely sure that wouldn’t happen when it deployed a self-checkout app, because the retailer prides itself on a family atmosphere and a close relationship with shoppers. The retailer is in the process of rolling out its first self-checkout app and will be seeking results that include:
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