behind the scenes of rebecca - imagine success... · emily culp svp, ecommerce & omni-channel...
TRANSCRIPT
Behind the
Scenes of
Rebecca
Minkoff’s
Omnichannel
Innovation
Emily
Culp SVP, eCommerce &
Omni-Channel Marketing
REBECCA MINKOFF
RJ
Rowntree Magento Practice
Lead
RACKSPACE
Kevin
Eichelberger Founder & Chief
Executive Officer
BLUE ACORN
Adam
Silverman Principal Analyst
FORRESTER RESEARCH
David Geisinger
Head of Mobile and Retail Innovation
EBAY ENTERPRISE
@AdamKSilverman
@dmgeisinger
@emilyculp @rjrowntree @kpe
#ImagineCommerce
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
“The pace of change is accelerating faster than anticipated a year ago.”
Blake Nordstrom,
President of Nordstrom
April 2014
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Mobile connects us wherever we go
Base: 38,146 US onine adults (18+) who personally use a smartphone to go online
*Base: 23,511 US online adults (18+) who personally use a tablet to go online
Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2014
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Where the transaction occurs is irrelevant
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
of store sales are influenced online
52%
Sources: Forrester Research US Cross-Channel Retail Sales Forecast: 2014 To 2018, media.pathfinder.gr/cman_img_f/9549445219531437587.jpg
73% - expect to click and collect
86% - expect to return online orders in the store
89% - expect to view the in-store inventory of
products online
Customers have high expectations
when it comes to channel integration
A commissioned Forrester study with Purolator, May 2014
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
won’t buy in-store
1/4
Source: North American Technographics Retail Survey 2013
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
Digitally enabled associates drive incremental demand
© 2015 Forrester Research, Inc. Reproduction Prohibited
39% of customers more likely to shop or
interact with sales associates who
are equipped with mobile devices
Source: North American Technographics Retail Survey 2013
54% of luxury
apparel
shoppers say
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Source: North American Technographics Retail Survey 2013. Note: Not all responses shown. Base: 1403 US Online adults who are more likely to shop where the sales
associates are equipped with mobile devices. Base: 4595 US online adults 18+
Consumers more likely to shop with a sales associate equipped with a mobile device
Total online US
Interest is high for in-store tech
Product visualization tools
Product configuration tools
A self-checkout kiosk
A free-standing information
kiosk
A shelf-mounted interactive
touchscreen display
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
In-store data capture has skyrocketed
Source: RetailNext
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
of enterprise data is used for analytics
12% Only
Source: Forrester’s “The Forrester Wave: Big Data hadoop Solutions, Q1 2014” report
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
45% of consumers have chosen,
recommended, or paid more for a brand that provides a personalized
service or experience
Source: Forrester’s North American Consumer Technographics Brand Compass Survey, Q3 2014
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
The Future Of The Retail Store Is:
1. Personalized
2. Data driven, and in real time
3. Pivoting to ‘systems of engagement’
4. Empowering Associates – both engagement and ops
5. The Digital Store Platform
Emily
Culp SVP, eCommerce &
Omni-Channel Marketing
REBECCA MINKOFF
RJ
Rowntree Magento Practice
Lead
RACKSPACE
Kevin
Eichelberger Founder & Chief
Executive Officer
BLUE ACORN
Adam
Silverman Principal Analyst
FORRESTER RESEARCH
David Geisinger
Head of Mobile and Retail Innovation
EBAY ENTERPRISE
@AdamKSilverman
@dmgeisinger
@emilyculp @rjrowntree @kpe
#ImagineCommerce