Neiman Marcus CEO Calls Merchandising System Revamp Transformative
By David Dorf-Oracle on Mar 26, 2014
Reporting today at Oracle Industry Connect in Boston, guest blogger Adam Blair captured insights from retailers.
Calling the implementation of a revamped common merchandising system “the single biggest capital project we’ve ever done at Neiman Marcus,” President and CEO Karen Katz discussed the luxury retailer’s need to keep this major technology transformation on track with Oracle President Mark Hurd at Oracle Industry Connect for Retail here.
Katz admitted that the 41-store retailer, known for its personalized customer service and carefully curated product assortments, faces some singular challenges – in part because it has been so successful. “Our merchants believe that the way we run our business is so unique that we need highly customized systems,” Katz told Hurd. “We want [Oracle’s] help in making sure we don’t do that. You’ve worked with hundreds of retailers on these types of transformations. We know we’ll make some mistakes but we don’t want to make the same ones as others have, so staying on a clear path and keeping us focused will be very important.”
Neiman Marcus is hardly technophobic; its $1 billion-plus in digital sales makes it the largest luxury e-commerce business in the world. Three years ago, the retailer equipped all 5,000 of its store associates with iPhones, with the mobile devices replacing the ubiquitous “black books” that contained detailed information on the retailer’s highly demanding customers and their shopping preferences. “We wanted our associates to keep their client books in the app, but we also wanted them to communicate with customers as they wanted, via text, e-mails or phone calls. Now they can send photos, collages or ideas about wardrobe items that the customers might need,” noted Katz.
In its quest to create “the same kind of memorable customer experience online as in our stores,” Katz noted that Neiman Marcus has created the position of senior vice president of omni-channel and also has relaunched its consumer mobile app, which connects shoppers with their preferred sales associates. In turn, the retailer’s commission-based associates have been incentivized to create more omni-channel customers. “There are entire categories of product that we’re never going to sell within our stores, such as home furnishings, sheets and towels,” said Katz. “Our associates can sell these through the website and get commissions on those sales.”
Katz noted that while she honors the brand’s storied history, technology is critical to staying relevant, especially given the power of today’s consumer: “Retailers need to accept that the customer is in the driver’s seat, and not just follow her but get out in front of her. That will be the future.”
Oracle today released
more information about the initiative with Neiman Marcus