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Andrew Gaffney of Retail TouchPoints sits down with Madeleine Doucet and Michael Wexler of Multidev Technologies to discuss the evolution of omnichannel, the challenges retailers face when it comes to having a single view of the customer and more during NRF 2018: Retail’s Big Show.
Retail TouchPoints’ Editor Andrew Gaffney sits down with Ian Hutchinson of Samsung to discuss the company’s new solution for pop-up shops and why there’s more opportunity to gain data out of pop-ups, be more agile and create unique experience for customers.
Mobile devices drew 60% of shopper traffic and 41% of all orders during holiday 2017, and this growth makes personalization paramount given the screen’s small “real estate,” according to Rob Garf, VP, Industry Strategy and Insights, Salesforce Commerce Cloud. “You can’t play hide-and-seek with products and recommendations, it has to be front and center,” he said. Garf also shared his predictions for 2018 and warned of a coming data scientist shortage.
Aptos Marketing Director Dave Bruno discusses Aptos’ recent acquisition of TXT Retail, noting that the combination gives Aptos the ability to engage differently “from concept to customer.” Additionally, Bruno shares how their investment in Aptos Labs will enable the company to help retailers bridge the digital-physical divide by supporting emerging technologies like conversational commerce. Bruno tells us that shoppers are already clamoring for their preferred retailers to help them with endless aisle and order status skills. Additionally, Bruno describes the wildly popular pop-up shop that Cole Haan implemented in the Aptos booth, where they sold a brand new line of shoes with same-day delivery to attendees’ hotels.
Shelley Bransten, SVP of Retail for Salesforce, notes that once-futuristic technologies such as AI are now present-day realities. For example, although AI was embedded in only 6% of Salesforce customers’ transactions, it represented 30% of revenue, a 5X return. Additionally, integrated cloud solutions are allowing retailers to “innovate at the speed of their customers.”
Toshiba highlighted the “joy of shopping” in its NRF booth, focusing on using technology to improve the store experience. Within the booth, micro shopping journeys were highlighted. Beyond POS, Toshiba has announced new operating system and hardware capabilities, that help retailers test strategies and learn quicker to deliver “rapid innovation.” Toshiba also featured: digital signage innovation, providing improved customer interactions and improved analytics; next-gen self-checkout technology; and new consumer mobility solutions.
Launched as an online e-Commerce platform in 2011, UNTUCKit has expanded offline, opening its first store in Soho, New York City, in 2015. Since then, the company opened 20 stores in 2017 and is planning a similar expansion in 2018. When moving offline, UNTUCKit sought to collect the same detailed customer data it was able to collect online. To that end, the retailer is testing an IoT and RFID platform from SATO Global Solutions in the flagship 5th Avenue New York City store, designed to help manage inventory and improve the overall customer experience. Fitting room data is informing the retailer about what is and what is not being purchased. Worker productivity also is improved, which is improving the overall conversion rate.
Keith Sherry, COO of SATO Global Solutions, shares the three main drivers required to transform today's store experience. Sherry also discusses new solutions on display at the SATO booth, and illustrates how they can help enhance consumer engagement within the store.
Sylvain Jauze, Director Of International Operations for Cegid, discusses the debut of the company's new In-Store Omnichannel POS (Point-of-service) solution. Jauze notes that clienteling is vital due to personal consumer demands. "They want to be recognized as a client and they want to be served, they want to be advised."
JCPenney has implemented Buy Online Pickup In-Store (BOPIS) across the chain. “Our goal is to get the product to the customer no matter how they want to purchase; make it a frictionless transaction for them,” he noted. “This year we fulfilled online orders from all 875 stores across the chain.” McFarland talked about the challenges in scaling up its fulfillment offerings. By partnering with ForeSee, JCPenney has been able to access relevant shopper data points that enable seamless checkout and in-store product pickup. McFarland’s final advice for other retailers: “The stores and online have to be the same team.”
Walmart Canada converted its mobile site to be responsive to improve the customer experience. As a result, conversion has increased and the company has subsequently developed a native web app. “One of the biggest changes we made was to mobile navigation,” Kennedy said. “One of the big learnings was the work that goes into doing analysis,” he noted. “We have taken the learnings and logic and we’re now starting to apply that to self-checkout, kiosks and other visual touch points in stores.” McFarland’s advice for other retailers: “Never stop asking questions.”