digital fitting rooms – making shopping smooth at stockmann
TRANSCRIPT
1 Copyright 2016 FUJITSU
Fujitsu Forum 2016
#FujitsuForum
Digital fitting rooms
– a part of Stockmann’s digitalization
roadmap to make shopping smooth and
creating enhanced customer experience
Elina Savolainen | Fujitsu Forum 2016
Agenda for today
September 2016
Stockmann in brief
Digital transformation
Case Digital Fitting Rooms
September 2016
Stockmann in brief
Stockmann in brief
September 2016
• International multichannel retailer
founded in 1862
• Revenue*
EUR 1 435 million
in 2015
• Personnell* 9 734
at year-end 2015
• Shareholders 52 415
at year-end 2015
* continuing operations
• 9 department stores in 3 countries
(Finland, Estonia, Latvia);
online stores stockmann.com
and hobbyhall.fi
STOCKMANN RETAIL
• 5 real estate properties in
4 countries (Finland, Russia, Estonia, Latvia)
REAL ESTATE
• 479 fashion stores in 17 countries; online
store lindex.com; purchasing offices in 5
Asian countries
LINDEX
No 1 source of inspiration
for modern
urban life
Our strategy in brief
September 2016
Stockmann Retail,
Real Estate and
Lindex will focus
on customer
experience and
efficiency in all
operations.
Creating
inspirational
shopping
experiences
CUSTOMER
”Every day is a new opening”
– focus on providing
a top-notch shopping experience
and increasing sales
EFFICIENCY
”Every square metre
to be profitable”
– efficient use of retail space,
optimal store network and
effective support functions
September 2016
Digital transformation
STOCKMANN 8
The best time to start was twenty years ago.
Second best time is NOW.
To drive digital transformation we aim at…
• Shared understanding and a starting point
• Basics first, no gimmicks
• Close business & IT co-operation
• Agility and small steps towards vision
• Data-driven business model
– Customer
–Order
– Product
– Financials
• Culture and mindset
STOCKMANN 9
To make it happen we need better solutions…
Customer Relations Management
Marketing Automation
Loyal Customer Programme
Product Information Master
eCom Sales Assistant application
POS Mobile Customer Application
To enhance digital in customer experience, we focus in 2017…
One Stockmann customer experience to support all actions
• Customer profile and “360 view of customer”
• Always-on marketing and sales support through inspirational digital content
Omnichannel shopping
• Digital to become “window to stores”: whole selection online, including store availability
• Click & collect, Seek & reserve, Express delivery, Buy online – return in-store
In-store digitalization
• Develop further sales assistants’ tools
• Digitalize displays (signage, price tags etc.)
• Use mobile to guide customers in stores
17.11.2016 STOCKMANN 11
Future customer journey looks today like
September 2016
Case digital fitting rooms
We started digital fitting rooms with a
small pilot to validate our idea and to
learn more.
17.11.2016 STOCKMANN 15
Digital dressing room was first piloted
• Digital Dressing Room was piloted in Helsinki Flagship Lingerie Department
during Summer 2015
• Pilot was executed with 30k budget including the software development and
devices.
• During the pilot sales personnel scanned 50 000 times items in department
and served nearly 3000 customers. Instant feedback result was 86%
positive.
• Pilot targets were met based on results and feedback
1. to bring convenience to new level for customer,
2. to create omnichannel customer experience in stores and
3. increase the sales personnel capabilities to close every deal in sales floor.
16
Digital fitting rooms connect the customer and sales staff
Digital fitting room application
Sales personnel application
WiFi
Development needed for both sides!
Digital fitting room development
Helsinki Flagship Lingerie
Finland all stores Lingerie
Finland all stores Men’s Fashion
Tallinn store Lingerie
Riga store 2017
Prototype
Centralized management and improvements to
front end
Localization for Baltics
New barcode scanners
UX improvements and new
functionalities
Pilot training close to end users Department trainings and close
feedback loop
Best practices shared and continuing
feedback loop
Solution roll out
Software development
Transformation and change
Sales personnel application development
17.11.2016 STOCKMANN 19
• Around 800 sales tablet tools in
Finnish.
• All non-food departments in Finland
since Autumn 2015
• Pilots in Baltics in Autumn 2016
• Software development is agile and
done step by step.
• Concentrates areas of product, order,
customer, sales management and
internal communications.
Enhanced customer
experience
• Building tool that enables sales
staff to fulfill customer needs and
questions more quicker!
• E.g. Instant customer feedback
survey
Close every deal
• More time to face the customers in
sales floor and more information
to serve them in sales floor with
mobile solutions!
• E.g. mobile ERP solutions
Smart & efficient working
• Easy-to-use tools,
replacing/renewing processes –
developed to solve our customer
& sales personnel pain points,
together with them.
• E.g. Sewing & alterations booking
system
Sales personnel application
17.11.2016 STOCKMANN 20
Lessons learnt so far - transformation starts from fearless mindset
• Culture
– Close to customers
–Old processes don’t work with new solutions – holistic
view
– Continuous learning and trials: 1000 ideas better than
one
• Direction
– Effective and open internal communications of vision
– Our solutions are owned by their users – ownership
• Team
– Cross organizational small teams consisting right
motivated people
– Speeding up the way of doing: agile does not mean
loosing responsibility
• Opportunities
– Focus on vision & clear priorities
– Co-creation with end users – every day
• Solutions
– User experience, keeping it simple
– From pain points to functional solutions with same time
automatizing processes
• Technology
– Eat the elephant piece by piece – avoid complexity
– Prepare the roll outs well
17.11.2016 STOCKMANN 21
September 2016
Thank You! Elina Savolainen
Senior Omnicommerce Development Manager
+358 46 8763 223