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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.

Footwear Retailer Schuh Kicks Online ‘Hijackers’ Off Its Site

As many as 19% of online customer journeys for UK footwear retailer schuh used to get interrupted by various forms of injected ads, often from competing brands. These ads, generated when consumers unknowingly infected their browser or smartphone with malware, were not visible to schuh’s online team — but they were definitely a visible distraction for shoppers. Namogoo alerted the schuh team about the extent of the online hijacking problem in June 2014, according to Stuart McMillan, Deputy Head of eCommerce at schuh. “I was a bit surprised about the extent of the problem, but given the diversity of users on our web site it made sense,” McMillan said in an interview with Retail TouchPoints. “The biggest surprise was that I hadn’t even considered the problem until Namogoo came along.”

Smart Glass Boosts Online Sales 38% By Expanding Digital Audience

Smart Glass Jewelry is an eco-friendly accessory brand that finds new uses for old materials by creating fashion jewelry from recycled bottles. The SMB retailer recently discovered that both old and new strategies are needed to optimize digital marketing in order to stimulate customer engagement and sales. Beginning in March 2018, Smart Glass deployed the Springbot Exchange Audience Expander to match its customer data and identify look-alike audiences, and then to launch an automated three-series email drip campaign. The Springbot solution automatically adds consumers who engage with a retailer’s email campaign to a permanent subscriber list.

How A 40M Decrease In Email Promos Increased Revenue At TUMI

Working to deliver a more relevant customer experience, TUMI was seeking to consolidate business functions “that have a direct relationship with the customer on a 1:1 basis,” noted Charlie Cole, Global Chief eCommerce Officer at Samsonite and Chief Digital Officer at TUMI. “We thought all these functions should live in one place,” he explained, “including online analytics, customer service, sales (retail/online/outlet/drop ship), warranty, repair, email send/open/click, social graph data…” Finding the right solution was a challenge, Cole explained: “We didn’t necessarily know where in the vendor landscape we were going to end up, so we talked to all sorts of partners, including email, personalization, more traditional CRM, etc.” After a thorough search, Cole and his team landed on the Customer Data Platform (CDP) from AgilOne. In this Q&A, Cole shares his learnings and results from the implementation.

Exclusive Q&A: How Loot Crate Is Managing An Influencer Tipping Point

Six years young, Loot Crate is a self-proclaimed “leading subscription commerce platform targeting super fans of entertainment franchises.” While Loot Crate appeals to all ages with its family-friendly product, a large majority (80%) of its customers, called “Looters,” are 18 to 34 years old, according to Erik Reynolds, VP of Product Marketing and Communications. “What I love about optimizing for this generation of consumers is, that they want more than just a shopping experience,” Reynolds said. “They expect a more content rich experience, especially when they’re browsing products on our site within their favorite fandoms — comics, TV, movies and games — our site, mobile app and our products have to nurture to that. We create content that not only sells the next crate but also tells a story in deep alignment with our licensor partners.”

Designer Shoe Trading Club Takes First Steps

Luxury Shoe Club, a membership club designed for buying and selling pre-owned designer shoes via an iPhone app, kicked off operations July 17. The app uses an algorithm to assign a fair market dollar value to each pair, and women listing their new-in-box and gently worn designer shoes can earn points good for purchasing others’ shoes. Members earn half the point value when they list the shoes and get the other half when they are sold; members can also “buy” points. Luxury Shoe Club collects a fee on each transaction. The U.S. luxury shoe market accounts for $8.6 billion annually, and the average price for a pair of women’s designer shoes has climbed to $770. Sales of pre-owned designer shoes have reached $800 million annually, and Luxury Shoe Club estimates that there is $1 billion of new-in-box luxury shoes sitting idle in women’s closets.

Carter’s Decision Support Solution Cuts 8 Days’ Inventory Out Of System

Inventory carrying costs remain retailers’ biggest capital expense, but companies are generally cautious about reducing inventory levels as a way to cut costs. That’s because lowering inventory levels can create delays and out-of-stock situations that play havoc with the retailer’s service levels. Carter’s Inc., however, leveraged a decision support solution that helped the retailer trim eight days of inventory from its system, while actually raising service levels for its 800 retail stores and e-Commerce business. For the first seasonal “buy” following the September 2016 implementation of the Anaplan Connected Planning solution, the children’s apparel retailer “shrunk our inventory carrying costs and increased our cash flow by $25 million in working capital, with no impact to our customers,” said Peter Smith, EVP Global Supply Chain at Carter’s. “We got improved service, match levels and fulfillment levels while simultaneously reducing inventory costs.”

Peet’s Coffee Takes The Guesswork Out Of Promotions With New Loyalty Solution

Peet’s Coffee was looking to expand its Peetnik Rewards loyalty program to all 240 stores following a beta test period, but needed a more reliable platform. By partnering with Paytronix, the chain got a more stable platform, along with a bonus: detailed data about program members’ activity, which has translated into valuable marketing insights and measurable benefits. The chain moved its loyalty and stored value program to a SaaS platform from Paytronix. Within six months after a July 2017 chainwide rollout, Peet’s had achieved:

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.
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