BIG BREAKFAST: RORY STRATEGY

#retailoasis

GENERAL MANAGER, GROUP STRATEGY AT SUPER RETAIL GROUP

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STRATEGIC SHIFTS AND GROWTH

HOW ARE BUSINESSES CONTINUING TO GROW?

THE UNDERPINNERS THE ENGINE

• Seek to understand the customer

• Help them achieve their personal goals

• Optimal efficiency and rigorous measurement

• Profit is still a goal

• The best engines might be complex to make but are simple and elegant to use

THE BIG SHIFTS

generation

technology

retail

environment

boomers millennials

capitalism conscious capitalism

ecosystems

start-up

omni

big box

UNDERSTAND PURPOSEPurpose sets your world, it should be where you and your customers agree to play. It’s as wide as you want it to be -

provided you operate with authenticity and permission

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NORDSTROM'S COMMITMENT In store or online, wherever new opportunities arise, Nordstrom

works relentlessly to give customers the most compelling shopping experience possible. The one constant? John W.

Nordstrom's founding philosophy: offer the customer the best possible service, selection, quality and value.

NORDSTROM FOCUS

Trunk Club

Nordstrom Cares

One on one customer communication

Accelerator models

DRIVE SUSTAINABILITYSustainability is about paying attention to community standards and then choosing to lead or when to participate in the related changes Your customers would prefer you be responsible than give them a

loyalty program Waste is a key concern, from plastic in landfill to unutilised assets, find

a way. Be consistent with your own brand and reputation Don’t greenwash!

from: take to: give

take a position

share-holder oriented stakeholder alignment (SPICE)

create a purpose

sell a product promote a higher ideal

do business with anybody (demographic)

do business with ‘believers’ (psychographic)

CSR responsible business

CREATING A LARGER BUSINESS SHIFT:

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BE LOCAL The cookie cutter doesn’t help your customer enjoy your company Recognise you are part of the community you are located within

Customers remember difference and effort

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BE PERSONAL Don’t shout, have a conversation. Your customer will answer your questions for

as long as you show you are listening. Customise where you can Listen, you might learn something

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DON’T CARRY STOCK, CARRY SOLUTIONS

Talk to your customer, would they exchange ‘possibly have it now’ for ‘certainty at an agreed time’. Endless aisle is endlessly irritating

Offer services to help both of you

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Trunk Club

Bonobos

‘channels are a language retailers speak to justify what they’re spending

on IT. It’s not understood by the customer’

Sir Charlie Mayfield, Chairman, John Lewis Partnership

WHAT THIS MEANS:

leverage creator

consumer

engage with the consumer before store or purchase

embrace the changing role of the store

BEING LOVED IS KEY AND MEASURABLE