1. CREATE DIGITALLY ENHANCED STORES TO
OPTIMISE THE CUSTOMER EXPERIENCE
Elizabeth Arnold
Director, Omnichannel Customer Experience

2. CUSTOMERS AND THE MARKETPLACE ARE CHANGING

3. CUSTOMERS AND THE MARKETPLACE ARE CHANGING

4. CUSTOMERS AND THE MARKETPLACE ARE CHANGING

5. DIGITAL? OR A WHOLE NEW EXPERIENCE?
OPSM, Macquarie Centre

6. SOLVING REAL CUSTOMER PROBLEMS
I don’t like
walking
out empty
handed.
Help me
select my
frames and
lenses.
I want to
get in and
get out.
Where do I
start?

7. …AND A COUPLE OF RETAIL CHALLENGES
Which
customer
should I
help next?
How do I
explain a
complex
purchase?
How can I
drive foot
traffic?

8. DIGITAL DASHBOARD
• Why?
– Show customers it’s easy to get in
and out
– Drive traffic
• Lessons Learned:
– Keep it simple
• Verdict?
– It’s a keeper

9. GET SET KIOSK
• Why?
– Welcome customers
– Help associates
know who’s next
• Lessons Learned:
– “Checking In” doesn’
t always work in
retail
– Make sure the MVP is
really the MVP
• Verdict?
– People may be the better
solution

10. SELECT TABLE AND LENS BAR IPADS
• Why?
– Make frame and lens selection easy and consistent
• Lessons Learned:
– Tools and content, not just technology
• Verdict?
– Keep building

11. IPHONE + WIFI + PHOTO PRINTER
• Why?
– Give customers
something to take
home after the sale
• Lessons Learned:
– Digitally-enabled
works, too
• Verdict?
– It’s a keeper

12. WHAT’S NEXT?
• Build tools and content
• Focus on customer needs
• Support omnichannel
• Test, test, test

13. QUESTIONS?