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.

#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,…

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:

Bluefly Boosts Email Revenue 11%, Site Visitor Identification 50% With Targeted Marketing

Branding itself as a highly curated fashion marketplace for the style-obsessed shopper, e-Commerce retailer Bluefly hosts more than 3,000 luxury brands across three online stores: B. luxe, B. Timeless and B. trendy. With a fast-growing product arsenal — adding an average of 150 new items to its site per week — the Bluefly team felt it had yet to capitalize on a major opportunity: identifying shoppers and building a personal connection with them. Luxury sites such as Bluefly typically attract many visitors who don’t make a purchase. But the retailer wanted to ensure that it would engage with shoppers before they left the site. Bluefly implemented shopper activation and cart abandonment programs from 4Cite to capture email addresses of shoppers even if they hadn’t made a purchase. Within five months of implementing the targeted email platform, Bluefly had: Increased visitor identification 50%; Increased email collection 41%; and Boosted email revenue 11%.

NYDJ Boosts Traffic 11%, Revenue 33% After Relaunching Personalized E-Commerce Site

Telling brand stories and personalizing the customer experience are vital parts of e-Commerce success, but neither will be effective if a retailer’s site isn’t up to speed. When NYDJ, a California-based women's denim and apparel brand, sought to deliver the perfect fit for its customers by relaunching its e-Commerce site, the retailer saw: An 11% increase in organic traffic; A 33% boost in year-over-year organic revenue; Total conversion rates climbing 22%; and A mobile conversion rate boost of 31%.

The Snuggle Bugz Baby Formula: Abundant Content Builds New Parents’ Confidence

There’s no shortage of advice for parents, particularly first-timers. In fact, it’s all too common for new moms and dads to suffer from a bad case of information overload. Retailers in this space want (and need) to be perceived by shoppers as trusted advisors, so it makes sense that the corporate mission of Canadian baby retailer Snuggle Bugz is to give confidence to customers navigating parenthood. Fulfilling that mission means providing plenty of solid content, both about the products it offers and other parenting issues. Unfortunately, the retailer’s old e-Commerce platform was causing a confidence gap between its in-store and online customer experiences. “Our stores are beautiful, and people can get all the information they need there,” said Sharron Vanderbeek, Director of E-Commerce at Snuggle Bugz, noting that the average employee spends more than 100 hours in product knowledge training each year.

Exclusive Q&A: How Zenni Drives 30% Revenue Growth With Extremely Affordable Eyewear

Zenni Optical prides itself on its low price points, with prescription glasses starting at $6.95 (the finished pair of glasses, not just the frames). And despite selling 25 million pairs of glasses since its inception in 2003, the e-Commerce retailer has kept a relatively low profile. But with its average customer already owning five pairs of Zenni-manufactured glasses, the retailer seeks to expand its clientele further and to capitalize on a growing online eyewear market, as it nears $200 million in 2018 revenue. In an exclusive Q&A with Retail TouchPoints, Bai Gan, Chief Product Officer at Zenni Optical, and Sean Pate, Brand Communications Officer, explained: How the retailer achieved 30% year-over-year revenue growth, powered by a vertically integrated manufacturing and supply chain production system that produces 14,000 glasses a day; How virtual try-ons continue to drive the online experience, especially with 3D technology on the horizon; Why a digitally native brand like Zenni decided to host its first ever pop-up after retailing online for 15 years; and The company’s mission of driving down the cost of high-quality, affordable prescription eyewear.
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