Enspire Commerce NRF 2016 Presentation - Creating Lasting Relationships in a Digital Age

1. Creating Lasting
Relationships
in a Digital Age
Jim Barnes, CEO

2. 2
Creating Lasting Relationships in a DigitalAge…
Reach beyond
sales transactions
with customer
clienteling…

3. For centuries,
commerce looked essentially
the same...

5. STORE LOCATOR CUSTOMER SERV ICE ORDER FROM CATALOG S IGN UP FOR EMAILS
LADIES MEN KIDS HOME SALE H&M LIFE
Searchproducts

6. 6
Digital Retail Commerce Impact

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DIGITAL IS EVERYTHING,
BUT NOT EVERYTHING
IS DIGITAL.
- David Sable, Global CEO Y&R -

8. Digital Meets
Brick & Mortar

9. Bridging the Gap is Key
- In person
- Authentic
- Remote
- Non-intimate

10. 10
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 rightthing”
• 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

12. Shoppers Also Want Options

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How do you
engage?
Clienteling is
the artful
distinction of
helping a
customer buy,
versus selling
to them

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Less Conversion but
More 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 Engagement
in 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

18. CUSTOMERS
FEEDBACK
v -
v -
v - -
REQUIRE
ATTENDANCE
SUPPORT
APPRECIATION
EVALUATION
EXPERIENCE
C O N S U LTATION
PRODUCT
OVERVIEW
REVIEW
RELATIONSHIP
TEAMW OR 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 centric
Mobile 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 Engagement
in 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 & via
mobile
• 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 yourApproach

25. 25
Re-Imagine yourApproach

26. 26
Re-Imagine yourApproach

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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 relationships
o Consider modeling, loyalty, long-term
o Ensure the same experience everywhere

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DIGITAL FIRST?
MOBILE FIRST?
WEARABLE FIRST?

29. PEOPLE FIRST!