TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE

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1 TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE

2 Today s Customers Demand a Unified, Differentiated and Personalized Retail Experience Before making a purchase, customers do the bulk of their research online both at home on the Web and in-store via mobile devices. When they enter a physical store, they expect more from the experience than a feature-focused discussion with an associate and a speedy transaction. Today s consumers look for consistency across online and offline shopping experiences. For example, they want to see similar pricing and inventory across all channels and the ability to use online coupons in-store (and vice versa). With traditional foot traffic decreasing, retailers are looking for new ways to bring customers in, keep them engaged and give them reasons to come back again and again. This is why there is a growing sense of urgency to create a seamless customer experience across all channels now. Many retailers have already taken action by implementing commerce solutions that integrate their digital and in-store strategies, reduce operational and integration complexity and enable a consistent brand experience across channels. On the following pages, you ll see first-hand how leading retailers overcame cross-channel challenges by: Unifying the Online and In-Store Customer Experience Differentiating the Customer Experience with Mobile and Virtual Services Personalizing Products and the Customer Experience Retail organizations leave an estimated $440 billion on the table every year. 1 Customer expectations for unified digital and in-store experiences are growing year over year. 2 Companies with strong, cross-channel engagement strategies retain an average of 89% of their customers. 3 1 Intel, Intelligent Endless Aisle Solution for Retail Experience: Brief, Forrester, The State of the Digital Store, June, Aberdeen Group, Omni-channel Customer Care: Empowered Customers Demand a Seamless Experience, October, TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 2

3 Unifying the Online and In-Store Customer Experience Because today s customers do so much research online, they are further into the purchase pipeline when they finally step foot in a physical store. To avoid disrupting their purchase path, retailers must ensure all of their channels work together to create a complete and harmonious shopping journey. Today, leading retailers achieve this by unifying the online and in-store customer experience. Optimize the online shopping experience and merge it with the convenience of in-store purchasing and pick up. New cross-channel capabilities, including: Ability for customers to buy online, pick up at any of the 1,000+ stores in the U.S. Online visibility of in-store inventory Responsive website design that is optimized for browsers and mobile devices 35% of online orders are for in-store pick-up, helping drive in-store traffic and incremental sales 4 Increased conversion and customer satisfaction rates 4 Blair, Adam, 35% of Pier 1 E-Commerce Customers Opting for In-Store Pickup, Retail Info System News, January, TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 3

4 Unifying the Online and In-Store Customer Experience (continued) Differentiate the brand by offering customers an innovative, seamless and satisfying experience whether they are in-store, online or ordering from a catalogue. A new website that includes the following features: A wider selection of products, improved search and flexible product categorization Seamless integration with the company s Facebook, Pinterest and Twitter pages Endless aisle capabilities that enable store associates to order new stock online Ship-from-store option for online shoppers Won 2012 Interactive Media Awards for best-in-class website design in both retail and fashion categories 5 Doubled online shopping revenues in 2013 compared to the previous year 6 Positioned for additional crosschannel initiatives, such as customer personalization, mobile shopping capabilities, international shipping and more Rituals Creates a Sensory Online Experience As a sensory-driven brand, Rituals needed a way to replicate its in-store experience online. We can t bring the customer a cup of tea or offer them a hand massage online, says Martijn Cornelisson, Global Ecommerce Manager. But with Demandware, we can provide them with access to feature-rich content, such as videos, that bring our products to life. 5 Demandware Case Study, vineyard vines boosts growth and revenue with new omnichannel strategy, Ibid. TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 4

5 Differentiating the Customer Experience with Mobile and Virtual Services From online mega-retailers to brick-and-mortar boutiques and everything in between, today s customers have near-limitless options for getting their shopping fix. That means in order to get and keep their attention, companies need to provide value-added services that help differentiate them from their competitors. Today, leading retailers achieve this by delighting their customers with unique and innovative shopping experiences. Become the premium department store of choice by making each customer feel like a VIP. An innovative, multi-channel ecommerce strategy with the following features: A new website with responsive design optimized for mobile viewing and touch-based navigation A Buy and Collect service, which allows shoppers to order online by 3 p.m. and collect next day afternoon from any nominated store across the country An assisted Order in Store service that allows staff to help customers order goods online that are out of stock in the store Won a 2014 Internet Retailing Award for its new mobile-first website 7 More than 50% of online traffic now comes from mobile devices 8 A high percentage of online purchases are now collected in-store, driving rather than discouraging traffic into the stores 9 A majority of users describe the Buy and Collect service as excellent Ibid TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 5

6 Differentiating the Customer Experience with Mobile and Virtual Services (continued) Deliver a differentiated mobile experience via the website and a new mobile application. A mobile-optimized website and mobile application with the following features: A streamlined shopping experience designed for mobile devices Value-added information for mothers-to-be, including advice, buying guides, baby-name generators, baby songs, contraction counter and more Built-in geo-location services that help customers find the nearest store More than 250,000 downloads of the mobile application within the first four months 10 Increased basket size, spend and profitability through expanded website offerings Marks & Spencer Customers Mix and Match Styles with Virtual Reel Hoping to bring modern London style to its store in Amsterdam, Marks & Spencer implemented large, touch-based video screens that allow shoppers to swipe through a virtual reel of fashion, assemble outfits and create a list of favorites. Customers then have the option to have their items collected in store or delivered directly to their homes. 10 Demandware Video Case Study, Mothercare TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 6

7 Personalizing Products and the Customer Experience One of the keys to developing customer loyalty is creating an environment where shoppers can have a personal relationship with a brand, as opposed to one where they re just another faceless consumer in the crowd. Today, leading retailers are building meaningful relationships with their customers by personalizing products and the shopping experience. Find new and innovative ways to engage with customers while helping to reinvigorate the UGG brand. A dynamic and flexible new website with the following features: The UGG by You feature, which enables shoppers to customize the classic UGG boot with personalized colors and patterns The scalability to launch new products and colors in response to market demands UGG by You has become a top-five ranked page on the site 11 Helped revive brand awareness and create buzz around UGG 11 Demandware Video Case Study, UGG Australia TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 7

8 Personalizing Products and the Customer Experience (continued) Drive growth and effectively cater to its customers via an expanded and more engaging web presence. The development of four, region-specific, interactive websites, which include the following features: A Build your own charm bracelet feature that allows shoppers to browse potential charms, drag and drop them into place and review the finished bracelet before completing their orders Shoppable videos that provide an immersive, interactive experience that captures the What are you wearing, and where can I buy that? moment within the brand s digital space 97% Increase in mobile traffic 90% growth in mobile revenue 200% increase in conversion rate website offerings 12 Thierry Mugler Personalizes the Perfume-Buying Process Thierry Mugler, a pioneering design house known for its bold fragrances and fashions, offers customers the option of personalizing their fragrance bottles with engraved messages and icons. Online shoppers can type their messages into a text field and see in real time how they will appear on the bottle before finalizing their purchases. 12 All statistics measured from October to December of TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 8

9 Conclusion Thanks to digital technologies like mobile devices and social media, today s consumers are exposed to more information, opinions and shopping choices than ever before and their expectations have never been higher. As a result, many retailers are investing in omni-channel strategies to create a cohesive brand experience across brick-and-mortar stores, websites and mobile apps. However, it s likely that omni-channel will become a baseline requirement in the near future, which means organizations will have to go a step further if they want to truly stand out. How are leading retailers going to do this? By delivering solutions that unify, differentiate and personalize the shopping experience and ultimately deliver unique value to their customers. TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 9

10 About Demandware Demandware, the category defining leader of enterprise cloud commerce solutions, empowers the world s leading retailers to continuously innovate in our complex, consumer-driven world. Demandware s open cloud platform provides unique benefits including seamless innovation, the LINK ecosystem of integrated best-of-breed partners and community insight to optimize customer experiences. These advantages enable Demandware customers to lead their markets and grow faster. For more information, visit call or [email protected] Demandware, Inc. All rights reserved. Demandware is a registered trademark of Demandware, Inc. TOP RETAILERS EMPLOY CREATIVE STRATEGIES FOR A SEAMLESS CUSTOMER EXPERIENCE 10