How TUMI is using commerce technology to deliver premium customer care Jim Walsh: TUMI SESSION CODE: RL1532

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2 How TUMI is using commerce technology to deliver premium customer care Jim Walsh: TUMI SESSION CODE: RL1532

3 Our Company - Founded NYSE:TUMI since Premium lifestyle brand - Global distribution - Many channels to market

4 Our Company Tumi takes its name from a Peruvian icon known to the company s founder who was a Peace Corps volunteer in South America. In 1983 the company pioneered the commercial use of military-grade ballistic nylon by introducing it to the consumer market. The creation of soft, ballistic nylon travel bags and business cases, featuring Tumi s ultra-functional U-Zip pockets, gave road warriors new solutions for quality, efficiency and organization. TUMI has over 200 patents, of which ¾ are worldwide.

5 Our Company

6 Our Products

7 Our Customers

8 Our Customers Large database of exceptionally loyal customers Value quality and service Database is omni-channel Customers think brand, not channel Customers own multiple Tumi products Tumi designs originally catered to road warriors hardworking professionals with highly mobile lifestyles by offering superior functionality, quality and durability. Today the brand s expanded consumer base includes influential thought leaders, premiumoriented and style-conscious customers. DIRECT BUYERS (FULL PRICE, OUTLET, tumi.com) 57% M 43% F WHOLESALE BUYERS (DROP SHIP) 48% M 52% F AVG AGE: 51 13% UNDER 35 AVG AGE: 49 16% UNDER 35

9 Channels to Market Company Owned Retail Stores DTC ecommerce Wholesale Distributors Joint venture Full price stores Wholesale accounts Wholesale accounts Outlet stores Partner stores Retail stores ecommerce North America and Western Europe AsiaPac, Eastern Europe & LATAM

10 Five founding principals Excellence in design. Functional superiority Technical innovation Unparalleled quality World-class customer service Now with a new omni channel platform from hybris, how does TUMI using innovative technology to move the needle on customer care, connect deeply with buyers, and deliver the TUMI Difference across channels.

11 Ecommerce at TUMI: An Omni-Channel Transformation Commerce infrastructure is key to Sales and Service The proper tools for Organization and Consumer Game Changer Hybris Platform Crossview Best in Class Robust Omni-channel capabilities What TUMI customer expects. Same experience every time they interact anywhere / anytime. Strong support in store, call center and online. Transforming Call Center Agents into Sales Associates TUMI Consumer is mobile. Who travels with a desktop? One view of customer With 24 unique channels around the world. Consumer can be touched by many Need for call center to know the TUMI consumer quickly and accurately

12 Call Center: Connected Commerce Game Changer = Crossview Connect Not just another customer service tool. Fear = More educated consumer than agent Meet the TUMI principal of World Class Service Who is this customer? New, Multi-Channel, Recent, Repair, Registration? What is their history with the brand? In seconds. Empower the sales and service agents Same as in store ; in person Efficient conversation. TUMI consumer is busy and expects quick results and answers. Service now becomes part of the supply chain Customer experience is compromised if focus is only on front end Forecasting and replenishment is now part of call center vocabulary

13 Early ROI Previously #47 on L2 list for digital competence, quickly moved to #4. Conversion UP Personalization UP Registration UP Sales UP Call Center Traffic DOWN Time to Resolution DOWN Awareness UP s to CEO DOWN

14 Lessons Learned Choose a partner that understands the commerce space Not siloed in just ecommerce Understands Multi-channel Markerting Customer Care Technology, strategy and service SMB Market Needs strong partnerships not engagements Best fit. Companies must be likeminded. Prepared to remain on journey with you. Long term relationship. Have your partner validated Hybris/SAP recommendation of Crossview. Due diligence to speak with their other accounts Get to know the executives. Meet frequently.

15 What is next? To the ends of the earth. Stay On Time and On Budget Enhance world class Customer Service Bring partners and distributors onboard Enable new products Continue to grow with CV, SAP and Hybris Deliver World Class Customer Service Leverage tools and solutions Technical Innovation Unparalleled quality

16 STAY INFORMED Follow the ASUGNews team: Tom Chris Craig

17 THANK YOU FOR PARTICIPATING Please provide feedback on this session by completing a short survey via the event mobile application. SESSION CODE: RL1532 For ongoing education on this area of focus, visit