Retail Innovation: Omnichannel and The Future of Personalization

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  • RetailInnova,on:OmnichannelandTheFutureofPersonaliza,on

    JasonAllenVPMul,channel

    GameStopInc

    Presented:September28,2016atRetailsDigitalSummit

    MaLWhiteDirectorofSales

    Bond,adivisionofNewellBrands

  • Inthissessionyouwilllearn:

    Data>Guessing-letyourcustomerslead

    Internalnaviga,on&alignmentiscri,cal

    Focusondeliveringmeasurableresults

  • AboutGameStop

    2016: $.5B 2016: >$1B 2016: $8B 2016: $.85B

    200+

  • WhyOmnichannel?

    Consumerengagementisevolving

    Iden,fyandpriori,zestrategicopportuni,es

    Aunifiedvision

    Createsacustomer-centricstrategy

  • ThePathtoOmnichannelGameStopfoundthatthreeareaswereinstrumentalinevolvingourstrategy.

    CustomerData&Analy,cs

    Organiza,onalAcceptance&Alignment

    DeliveringGrowth&Value

  • CustomerData&Analy@cs

    Pre-2010 Fall2010 TodayGameStopLaunchesPower-upRewardsLoyaltyProgram

    GameStoplackedcustomerdataandanaly@cs.Insightswereguess-work.

    GameStophasawealthofcustomerdataonourmostvaluablecustomers.

    46M+ 71%LoyaltyMembersWorldwide

    Thataccountfor..

    ofourBusiness

    GameStopLoyaltyPrograms

  • CaseStudy#1

    AFocusonMobile

  • KeyInsights

    OurCustomerwasalreadyengagingacrosschannelsOnlineis5%ofSales

    But60%+ofCustomersGoTheretoEngage

    5% 60%Buy Visit

    26%ofonlineVisitors(Non-buyers)BuyinStore

    Within48Hours

    26%Buy

    MobileAppUsersoutperformedourPro

    Members

    81%SpendMore:53%TradeMore:

    79%BuyMorePre-owned:

  • Onlineinfluencedin-storesales

    ThroughPower-UpRewards,wecanbeLerunderstandhowcustomersengagewithouronlinechannelstodrive

    in-storerevenue.

    InfluencedRevenueWhenacustomerengagesonlinewithGameStop,thenmakesarelevantpurchase,tradeand/orreserva,onin-storewithin72

    hoursoftheironlinevisit.

  • KeyInsightForevery$1ofdirectsalesonline,our

    onlinechannelsareinfluencing

    10XThatamountinStores

  • MobileOpportunity

    Howmanypeopledidwehavethinkingaboutandworkingonmobilefull,me?

    0

  • GainingAlignment

    Howdidwegettheorganiza,ononboardwithaninvestmentintoanewApp?

    A/Btestedourhypothesisandbuiltabusinesscaseshowingalargereturnoninvestmentwithinthefirst3months.

    Addedtheincrementalrevenueandprofittoourannualplantobackupthebusinesscase.

  • DeliveringResultsAllowmetolookupthevalueofmyoldgames.Simplifytrackingmypre-ordersandreserva,ons.Iwanttousemyphonetoholdaproductandpickitupinstore,butitstoocomplicated.MakeiteasytofindtheproductsImlookingfor.

    180% increaseofinfluencedin-storetrades460% increaseofinfluencedin-storereserva,ons5X increaseinPick-upatStorerequests.415% Increaseindirectrevenuegrowth.

  • CaseStudy#2

    ShipfromStore

  • KeyInsight

    66%ofouruniqueSKUscouldonlybe

    foundinstores.

  • ShipfromStoreOpportunity

    Whatifwe.1. Couldexposeallofthatinventoryacrossourvarious

    channels,bothphysicalandonline?

    2. Expandourdistribu,onop,onsbeyondourwarehouses?

    3. Provideclosership-fromloca,onstoourconsumers,reducingtransit,mesandprovidingbeLerservice?

  • GainingAlignment

    Howdidwegettheorganiza,ontoevenunderstandthis?

    Wedidnt.atfirst.

    Quietlylaunchedasmallpilotinstoreswithonlybringinginthecri,calpeoplewhocouldmakeithappen,andstoresreceivedcreditforthesales.

    Bythe,meweintroducedtheconcepttotherestofGameStop,wehadarunningpilotfor3monthsandthosestoreswereoutperformingnon-pilotstoresby15-20%.Alignmentcamefromproof,notfromverbalidea,on.

  • DeliveringResults

    AbilitytoredirectorderstoastoreUnique,in-stockavailableSKUsacrossallchannelsNumberofdistribu,onpointsAveragetransit,metoconsumer(groundshipping)

    No6,8002

    3-5Days(fromwarehouse)

    BeforeShipfromStore(preFeb2016)

    AlerShipfromStore(postFeb2016)

    Yes18,000+3850

    1-2Days(fromstores)

  • Distribu@onbeforeShip-from-Store

  • Distribu@onalerShip-from-Store

  • DeliveringResults

    2016YTDofouromnichannelrevenueisship-from-store.13%ofouromnichannelrevenueisfromcross-channelservices(web-in-store,pick-upinstore,andship-from-store.)66%

  • So

    ???Howareyouthinkingaboutyour

    omnichannelstrategies?

  • Whatsrightforthecustomer+

    Whatsrightforthebusiness

    SuccessThesweetspot.Requiresdisciplineandismoredifficulttodefineopportuni,esthataccomplishboth.

    CommonSense

  • Torecapontodaystakeaways

    UnderstandyourCustomers

    UnderstandyourOrganiza,on

    DeliverMeasurableResults

  • Case Studies

  • Engagement!!

    Create a meaningful experience !! Separating yourself from competition!! Make them customers for life!

    8x ROI in two weeks!

    Consumers returning 2/3 less products!!

    Case Study #1

  • Retention and Loyalty

    Re-activate your consumers!! Continue and strengthen the relationship!

    Enhance the experience!! 3x more redemption of codes!!

    Case Study #2

  • CRM ++

    API Integration!

    Streamlining the process!! Instant engagement with your client!

    Case Study #3

  • Torecapontodaystakeaways

    Beingthough,ulisGOODforbusiness

    Some7mestheOldbecomestheNEW

    ContentisKING

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