By David Dorf on Mar 26, 2014
Reporting today at Oracle Industry Connect in Boston, guest blogger Adam Blair captured insights from retailers:
Providing store employees with both the training and the tools to enhance the customer experience are critical to making the brick-and-mortar store a true point of differentiation, according to executives from Deckers Outdoor and Scheels All Sports who participated in a panel discussion moderated by Stores Editor-in-Chief Susan Reda at Oracle Industry Connect for Retail here.
“We focus on training our sales associates to provide a great experience, and that kind of customer service training includes how to ask questions and how to interact with customers to find out what they are really looking for – and how to translate what the customer is saying into a product they would want,” said Marc Windahl, Vice President of IT at Scheels. The retailer also turns its 25 stores into destinations for the entire family: “Eight of our stores have Ferris wheels, and many have features such as miniature bowling alleys and golf simulators,” as well as restaurants and coffee shops featuring multi-flavored fudge made on-site, Windahl added.
A retailer’s corporate structure is also critical, according to Kim Heidt, Global Director of Store Operations at Deckers Outdoor, known for its Ugg shoe brands. “We’ve created a president of omnichannel responsible for all our e-commerce, stores and wholesale operations internationally, which helps us all work closely together here, operating off of a single project list,” said Heidt. “In addition, our company president does a quarterly ‘town hall’ meeting to identify our key initiatives and how we’re tracking to them. This helps create business owners in the stores, so even down to the level of the store associate, they understand what we’re doing in omnichannel. We’re putting technology behind our efforts, but also empowering our stores to do the things that need to be done for good customer service.”
Technology is critical to many store-based initiatives, from mobile point-of-sale that opens up valuable real estate to analytics capable of passively tracking shoppers’ cell phones to help retailers understand actual traffic and shopping patterns. Panelist Jeff Grossman, Director of Retail Solution Consulting for Oracle, noted that “there’s a lot of technology out there to help retailers revolutionize their business and get closer to customers.” He discussed BLE (Bluetooth Low Energy) technology that emits a Bluetooth signal that’s readable by customers’ cell phones equipped with a specific mobile app. This technology can be used to send marketing content to a device when the shopper gets near a specific aisle or product.
Moderator Reda questioned how much consumers will be willing to accept in terms of in-store communications to their own devices. Grossman noted that any application’s benefits need to be relevant to each customer. “With any marketing campaign, there’s the context for it, the content that’s delivered and the conduit to deliver it,” he said. “If a shopper downloads the Walgreens app to help handle their prescriptions or the Kohl’s app to take advantage of coupons, that provides a real benefit to them.”
To make the store experience even more relevant, retailers should be looking for technology that gives them a common view of the customer across channels, providing store associates with information about, for example, a shopper’s past purchases and recent online searches. Such technology needs to be accompanied by ongoing and upgraded training of associates. “They should know why customers are getting specific messages, and also be aware that not all customers will be getting the same message while they are in the store,” said Deckers’ Heidt.