PacSun:

Surprise and Delight

Loyal Customers

PacSun Vision and Mission

Vision:

• 16-24 year olds’ favorite lifestyle retailer

for brands and California Lifestyle.

Mission:

• Sell more clothes at higher margins

• Thrive on creativity

• Change perception

• Spawn passionate advocates

• Win as a team

Who We Are

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Who We Are

Optimistic. Open Minded. Creative. Energetic.

Carefree. Active. Passionate.

PacSun is dedicated to embracing the amazing

diversity and unique sense of adventure that

California offers at every turn based on this vast,

yet attainable state. For over 30 years we've

called California our home, with our offices

located in the sun-drenched heart of Orange

County. With almost 600 stores across the

country, we embrace and deliver all aspects of

the California lifestyle to our customers, leaving

the possibilities limitless.

PacSun History

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Just Imagine…

A place where a Golden State

of Mind comes to life, where PacSun has

a relationship with our customers through

brand, innovation and their complete

awareness of how PacSun fits their

lifestyle.

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So We Did…

• We Imagined being top of mind with our customers

• We Imagined our customers know we understand them

• We Imagined a time when our customer uses their phone -- for everything

• We Imagined being their favorite store

• We Imagined knowledge of our customers’ wants

• We Imagined being in lock step with our customers’ world

• We Imagined enhancing the customers world and being valued for it

• We Imagined employees seamlessly handling centralized exchanges / returns

• We Imagined employees checking shoe inventory without searching the backroom

• We Imagined employees checking prices from anywhere, any time

• We Imagined employees spending time selling to and inspiring our customers

The CET Initiative: 3 Years Ago

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Customer Experience Technology

• Upgrade our technology foundation

• Replace our POS with in store technology

• Create a customer database

• Cultivate a community and understanding of what the customer wants

• Create a connected customer experience across all channels

Strategy

• Lead with mobile first

• Continue to drive store sales

• Develop a more comprehensive view of the customer

• Personalize how we market to the customer

• Recognize and reward our most loyal customers

• Increase engagement by encouraging interaction

• Have a conversation – “two-way” dialogue

• Have what they want, when they want it and where they want it

The CET Project

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For our CRM and loyalty program we selected Oracle Retail Customer Engagement.

xStore | Customer Engagement | Order Broker

To help us with this project we selected SkillNet as our system implementation partner.

We selected SkillNet as our partner based on their experience implementing

omni-channel solutions. SkillNet was already familiar with the Oracle Retail

Customer Engagement product and had a team anchored with members from

the original MICROS team. SkillNet helped with our end-to-end

implementation, taking the product from concept to live, helped define our

requirements and supported us through production.

Existing Gamification Program

Sources of Customer Data

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Along with Oracle and SkillNet we needed to engage several other vendors.

There was valuable data about our customer in each of our existing systems and

we wanted to pull it all together.

Website Authentication Service

Private Label Credit Card

Provider

Email Service Provider

Mobile Application Vendor

PacSun.com System

Implementer

Our Project Room

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The Data: Pull It Together

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All of the existing touch points had data we wanted to consolidate into our new

“360 view of the customer.” We also wanted to make sure the customer was

attached to the sale.

• Who they are (name/age/gender)

• How to reach them (mobile app/email/physical address)

• What they buy (products, categories, brands, fashion/basic, reg price or md)

• When they buy (Back to School, year round, sales, special occasion or gift)

• Where they buy (in-store/online/app)

• How they shop (research online/shop in-store)

• How they respond to messages (channel, offer timing)

myGSOM Rewards

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Sign up in all channels • In store

• Pacsun.com

• Mobile App

Published rewards • $5 off coupons

• Earned through purchasing and

activity

• Ongoing and constant value prop

Dynamic rewards • Driven by business needs

• Timing, offer and frequency will vary

between customers

Published Rewards

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Our published rewards are designed to drive enrollment, continually draw

attention back to our brand and collect valuable data. Rewards are added to the

customers account electronically and are redeemable in store and online.

$5 Just for

signing Up

10 Points for

ever dollar spent

$5 For every

1250 point

250 Points for

completing your profile

50 Points for in store check-in

50 Points for

PacSun.com login

15 Points for opening

PacSun email

25 Points for sharing of products

100 Points for mobile

messaging opt-in

Unpublished Dynamic Rewards

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The unpublished dynamic rewards drive incremental purchasing according to

the needs of the business.

• Different customer segments receive personalized offers

• Offers jointly determined by Planning, Marketing, and Merchandising

• Examples:

₋ Gift with purchase

₋ Sweepstakes

₋ Thanks for being one of our best customers. To show our appreciation,

we’d like to present you with…

₋ Check out our expanded swim assortment on PacSun.com – Just for

you: Free shipping!

Surprise and Delight

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Recipe for Success

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• Executive buy-in

• Priorities are set at the top

• Set expectations

• Access to key decision makers

• Collaboration and teamwork between our internal teams

- Marketing

- eCommerce

- IT

- Store Ops

- Accounting

• All day, onsite design sessions

What are some of the key ingredients necessary to implement a project this size

in less than 6 months?

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Hello

.

Mobile

PacSun.com

In

Store

Email

Social

Media

Catalog

Customer

Customer First

Success

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