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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.

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.”

Answering The Question: Why Change Now?

At the recent Oracle Industry Connect event, I had the opportunity to learn about the digital transformation of Casey’s General Stores — the fourth-largest convenience chain in the U.S., with 2,000 stores across 15 states. It’s a small-town retailer based in Iowa: many of the stores serve towns with fewer than 5,000 residents. The Casey’s case study is a good example of a traditional retailer completing a digital transformation while maintaining its focus on company culture. Casey’s is a company with longstanding values focused on employees: “The company doesn’t lay off people, and offers its own child care,” noted Thomas McElroy, Principal, Deloitte Consulting, who worked hand-in-hand with Casey’s during the transformation. It was not a culture focused on change and disruption.

Project Repat Boosts Brand Profile With First Brick-And-Mortar Store

When Ross Lohr and Nathan Rothstein founded Project Repat in February 2012, they wanted to prevent retailers and consumers alike from sending used T-shirts to landfills to go to waste. Six years later, the company that repurposes old T-shirts into quilts is bringing its service into physical retail, opening its first brick-and-mortar store to in Newton, Mass. In 2017, Project Repat crafted 65,000 custom T-shirt quilts for U.S. consumers, saving more than 1.2 million T-shirts from landfills, but the founders have an even bigger goal for 2018 — to sell 100,000 custom quilts. Rothstein and Lohr estimate they have saved as many as five million T-shirts since the company’s launch.

Indochino Boosts Showroom Bookings 77% Via Landing Page Localization

As an e-Commerce retailer that thrives on physical showrooms to successfully expand its brand — reaching 50% annual revenue growth for the second consecutive year — Indochino needs to strategically leverage digital marketing to ensure that online shoppers visit its brick-and-mortar shops. With Unbounce, a landing page conversion platform, the made-to-measure suit retailer is using landing pages and geotargeted content to craft personalized shopping experiences. In a nine-month period, Indochino secured 800+ showroom bookings via Unbounce landing pages and 750 newsletter signups, growingin-store bookings 77% year over year. In total, 340,000+ unique visitors accessed the landing pages in that time span.

Zulily Pampers Millennial Pet Parents, Sees Sales Soar 33%

Millennials own more than one-third of pets (35%) in the U.S., more than any other generation, and they are leading the “humanization of pets” trend, according to the American Pet Products Association. In a recent survey, e-retailer zulily found that Millennial pet owners view their pets more like their children than previous generations, and almost all of them (92%) purchase gifts such as toys, clothing and treats for pets. More than half of Millennial men (55%) purchase gifts for their pets once a month or more, as do 47% of women. Millennials who buy their pets gifts on a monthly basis do so four times a month on average.

Exclusive CDO Q&A: BJ’s Goes All-In On Digital Transformation

In the midst of a multi-faceted digital transformation, BJ’s Wholesale Club is focused on offering convenience and value for its members. Recently appointed as the company’s first Chief Digital Officer, Rafeh Masood sat down with Retail TouchPoints for an exclusive and enlightening Q&A. Masood also will be presenting during the Retail Innovation Conference, May 1-2 in New York City, where he’ll share details on how he has been able to transform the culture and build out the digital team at BJ’s.
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