Wednesday Jul 02, 2014

Staples Delivers Convenience

To understand exactly what’s top of mind when it comes to digital retailing, go no further the Internet Retailer Conference and Exhibition (IRCE) held last month in Chicago.  Our team was there to host customer events and attend sessions by industry leaders, including Oracle customers Shop Direct, Sephora, Office Depot, NetShoes, Sur La Table and Dress Barn.

Throughout the week, retailers shared just how extensively mobile influences sales.  Among them, Sephora expects that by 2017 consumers will use a mobile device in half of all purchases, decal retailer Fathead said the same and Shop Direct predicts 100 percent of its sales will involve mobile within a year.

As consumers use mobile devices to shop anytime and anywhere they want, a few retailers are already greeting them with the right experience, the right selection of products and nearby service and support. 

Case in point is Staples, second only to Amazon in North American online sales. Staples is well into a major transformation in which the retailer has expanded to more than a million SKUs and made it convenient for customers to buy online and have items delivered or waiting for pickup in a nearby store.  84 percent of customers are businesses, and Staples provides them easy access to tech repairs, 3D printing, Apple products and, soon, a Steelcase store within a store. 

Speaking at IRCE, Staples EVP of Global E-Commerce, Faisal Masud, described design, performance and search improvements that helped to increase sales conversions by 10 percent and moved revenue per online visitor up 9 percent.

Staples personalizes the e-commerce session with your local store info to facilitate cross-channel buys. The company saw an “exponential improvement in sales” after revamping mobile to display just the products customers care about, and earlier this summer a new tablet app immediately increased conversions.

Underpinning the commerce anywhere strategy are inventory systems that recognize both store and online orders, including any order placed via a mobile app. “Without a seamless unified inventory model, the Omni-channel experience would not be possible,” said Masud.

For a closer look at Staples’ transformation, read more by Internet Retailer managing editor Zak Stambor.

Watch here for IRCE insights from Shop Direct head of e-commerce Paul Hornby, who details the company’s journey as it went from catalog retailer to top ten on the Internet Retailer Europe 500.

Read more about how Oracle helps retailers deliver Commerce Anywhere, as well as media coverage of Oracle’s recent work with retailers worldwide.

Thursday Jan 26, 2012

Navigating the Store

Here's an update on my 2010 posting Going Inside the Store.  Has you phone ever displayed a message saying you'd get better map results if you enabled WiFi?  That's because companies like Skyhook, Apple, and Google send people to public places to correlate WiFi signal strength with locations.  Then they use the information to more accurately determine your location, which is especially important when line-of-sight to the GPS satellites is not possible.

Retailers like Home Depot, IKEA, and Macy's have provided store floor plans to Google so that Android maps actually extend from the streets to the aisles, making it easier to navigate big-box stores.  Similar efforts are ongoing for airports, malls, and arenas.  Wouldn't it be nice for the mapping on your phone to take you directly to your seat in the stadium, your gate in the airport, and a product on the shelf?

Here's a short video showing how you can navigate inside an IKEA store using your phone.

About


David Dorf, Sr Director Technology Strategy for Oracle Retail, shares news and ideas about the retail industry with a focus on innovation and emerging technologies.


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