Creating Lasting Relationships

in a Digital AgeJim Barnes, CEO

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Creating Lasting Relationships in a Digital Age…

Reach beyond sales transactions with customer clienteling…

For centuries,commerce looked essentiallythe same...

STORE LOCATOR CUSTOMER SERV ICE ORDER FROM CATALOG S IGN UP FOR EMAILS

LADIES MEN KIDS HOME SALE H&M LIFE Search products

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Digital Retail Commerce Impact

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DIGITAL IS EVERYTHING,

BUT NOT EVERYTHINGIS DIGITAL.

- David Sable, Global CEO Y&R -

Digital MeetsBrick & Mortar

Bridging the Gap is Key

- In person- Authentic

- Remote- Non-intimate

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Despite advances

…success is still based on the relationship you build with your customer..

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Shoppers Still Want to be Engaged

80% of US shoppers prefer going to a store

• “because I can touch and feel the product”

•74% prefer to shop at a store rather than online• “because I am more confident I am buying the right thing”

• Only 8.9% say that they often buy something online using a mobile device

• Only 5.2% often “pay for a purchase in a store with Apple Pay, PayPal, Google Wallet or other ‘digital wallet’”

SOURCE: Y&R SHOPPER RESEARCH Published Dec 17, 2015

Shoppers Also Want Options

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How do youengage?

Clienteling is the artful distinction of helping a customer buy, versus selling to them

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Less Conversion butMore Converts

SOURCE: Retail Prophet – Doug Stephens

“The purpose of retail will no longer be to solely convert every customer into a buyer of goods but rather transform them into disciples of the brand itself.

To begin a relationship – a dialogue that may play out in any number of buying channels; online, in-store, mobile or elsewhere.

It doesn’t matter where purchases take place. What matters is that the consumer falls in LOVE with the brand and shares that love with others. The store maintains the potential to be that emotional center of gravity for the brand.”

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How do you create Engagementin your store?

Develop Customer Experience Roadmap….start with the end goal in mind… what do you want more of……

Change in Mindset… Move from Sales Transaction to building a relationship…..personal shopper…Cultural Compliant

Requires In-Store Process Change and a LOT of Training

Evaluate Enabling Technology

CUSTOMERS

FEEDBACK

v - v - v - -

REQUIRE

ATTENDANCE

SUPPORT

APPRECIATION

EVALUATION

EX PERIENCE

C O N S U LTATION

PRODUCT OVERVIEW

REVIEW

RELATIONSHIP

TEAMWOR K

CRM

- c ' ) -- ' - v / . -

LOYALTY

LEAD-MANAGEMENT

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Process

People

Technology

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Is new technology the answer?

Technology = Hardware/Software

• Will continue to change• Evolution from transaction

centric to customer centricMobile Technology

• A key piece of engagement• Untethers for mobile check out• Allows for more engagement• with the customer

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Clienteling…..• Personal Contact list by sales

associate “Personal Black Book”• Personal email to a customer

Profiling or clienteling with sales history and “likes”

• Personification Matrix• Opportunity for post shopping

“personal shopper” outreach• Going beyond the “expanded

aisle”

Relationship Building …….Engagement

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How do you foster Engagementin your store?

Must be convenient for sales associate and shopper -• seamless or a non-event

Data only works if it’s put it into action• Integration is Key….clienteling is required to aggregate data from multiple

disparate applications

Need to create “intimate” shopping experiences – in store, online & viamobile• Digital and In Store (not an either)

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Ultimate Engagement

BETTER Retail Engagement:• Personal Curation• Understands who “I am”• Makes Suggestions• Takes an Interest In Me• Facilitates the Buy Process• Sales associate is part of the

experience• Post Sale Engagement

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Re-Imagine your Approach

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Re-Imagine your Approach

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Re-Imagine your Approach

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Future Thinking Retailers

• Stores will be touch/feel showrooms• Associates can access more data

To see other inventory To manage delivery options To know customer’s buying habits Make Recommendations

• Move from traditional transactions• Will connect more with customers…

o Adopt customer engagement intimacy model

o Increase value/effort into relationshipso Consider modeling, loyalty, long-termo Ensure the same experience everywhere

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DIGITAL FIRST?

MOBILE FIRST?

WEARABLE FIRST?

PEOPLE FIRST!