The Changing Retail Landscape Anne Cecilristen Ainscoe

Traditional Path to Purchase

One Way communication in a static world-Push Information

Path to Purchase Today

Two Way Conversation. Pull Information. A Market of ONE!

We live in a mobile 1st world Life is lived through a 4” screen

Retail is Phy-gital:Real & Virtual worlds are one Store is Media | Media is Store |Omni-channel | Multi-channel

•360 Brand Experience through numerous touchpoints •Store as showroom – Consider sales in totality. It doesn’t matter where the sale comes from. It matters that you offer consistency across all customer touchpoints – the store, the web-site, and all social media. •Integrate in-store with online shopping - set up a guest wifi where customers can access an online shopping list, get current specials or coupons, use social media to share their experience. BONUS collect data on how customers shop your store while on your network. •Consider all ways a customer can buy – FB(shopify, Wix, Web Builder), Instagram, TextText shopping – shoptext.com. •Loyalty Programs for CRM – Five Stars.com

IT’S ALL ABOUT RELATIONSHIP

Your store, platforms, tactics, and technology constantly change. The key to success is to build an authentic brand and develop a strong

relationship across all brand touchpoints with your end user.

Be Remarkable, Innovative & Radical

• What do you own in your category? (top 1-3)

• What can you own in your category?

• What are the customer markets you need to reach?

• What kind of relationship does your customer want?

• Align your Brand & Customer

• What are your customers’ identity, desired benefits & tribe rules? What WOWs them?

• What are your brand’s purpose, onlyness & values? This is a great time to re-image what you do.

Interactive Digital Toolbox • Blogs, microblogs – Wordpress, Blogger, Tumblr & Twitter. 42 million

Wordpress blogs – 329 million view a blog, 500,000 new posts/day, 400,000 daily comments.

• Podcasts/Radio – itunes, Tune in Radio, MixCloud • Social Networks – FaceBook 1.71 billion people are active Facebook

users , Twitter 313 million people are regular Twitter users • Images – Instagram 500 million active monthly Instagram users,

Pinterest • Video – Vine, Instagram, YouTube, 5 billion videos on YouTube

watched daily • Location based networks-Four Square, Facebook check in, Loyalty

program.

Get Social – Create Meaningful Relationship with your end-user

• Instagram works for a younger audience.

• This is a place to create Big Bangs or Wow factor.

• Create a Brand Ambassador program

• Create a Loyalty program • Use Ambassadors and Loyal

customers to help with the conversation and content.

• Based on user numbers, Facebook is an essential tool.

• Leverage your customer through FB & Google ads.

• Create and Target your ad • Create an email collector and

follow up set • AD Goal is a 2% click through. • Email opt in goal is 20%

Social Connections - Create & Follow a Consistent Strategy

• Goals – Awareness – Engage – Community – Promote – Inform – Sell

• Tools – FaceBook – Instagram – Twitter – YouTube – Blog

• Consider your goal

• Select your tech/tactics

• Devise your campaign

• Include a specific call to action

• Assign a metric

• Assess the campaign

Partnering for Strength • Partner on posts by using

reciprocal tags on FB and Instagram.

• Like each other. Tag each other in posts. Create a list of # that you all agree to use.

• Partner on Being Remarkable. What can you do together that makes an impact that your end user will love?

• Both Retailers and Manufacturers need to have a conversation with the end-user.

• Both parties need to support each other.

• Consider ways to work together to make the system stronger

Other tools & What’s Next • What’s next-Augmented Reality

& Bots • Online chats are now being

handled by bots. • AI is being used to create depth

to the retail experience. • Consider your audience before

using new technology. All things are not for all audiences

• This is a good time to be a follower. Much of the new tech doesn’t catch on – remember QR codes?

• YouTube is a hugely effective tool. Any thing from a good ride to how to clean tack is worth adding into the mix. This is another great opportunity to partner with vendors.

• Snapchat. While mostly used by a younger audience, this is a way to reward your customer with a time sensitive sale.

Sephora’s ominchannel journey – The Store

Sephora circa 1999 Sephora circa 2009

LESSON: Re-imagine your store and make changes based on how your customer shops. INSIDER TIP-ONO is developing a tool to help with this.

Sephora’s Omnichannel Journey – CRM Consistency, Sephora University

LESSON: Customer service training is key. Your customer MUST get the same level of service no matter what platform they are using to communicate with you. Consider how you are training and re-training your staff. How can you make sure each staff member contributes and delivers?

Sephora’s omnichannel journey – JCP Outposts

LESSON: Consider opportunities to take your product to another market through an outpost, mobile unit or show booths. Think out of the box. How can you reach underserved markets?

Sephora’s ominchannel journey – Lab & Shop-in-Shop

LESSON: Consider how you can offer opportunities to educate your customers & for you customer to test new products – events, consultation areas, trunk shows. Test opportunities can work well with a Brand Ambassador program. Do you carry brands that might work well as a shop within shop strategy?

Sephora’s omnichannel journey - Digital • Keys to success

– Own Trends – “Sephora Hot Now”

– Be the Editor • “6 Things” • “Sephora Favorites” • Trending Today • Skincare Advice

• Digital In Store – Fragrance Scentsa – Skincare IQ – Sephora + Pantone Universe =

color of the year – Color IQ matches foundation

to skin color

• Digital In Life – Website launched 1999 – Holistic approach to day in the

life of a customer – Tiered loyalty point program – Points buy merchandise or

experience – Pre-shop – Review – iPad app – Virtual mirror-Learn pro looks

and apply them on yourself with our innovative feature that transforms your iPad 2 into a side-by-side mirror and video player.

Sephora’s omnichannel journey – Social Media • FaceBook • Twitter • Google + • Sephora Glossy – online mag • Sephora Beauty Talk – online

community • YouTube • Pinterest • Tumblr • Future plans: photo gallery, local

store connection

• LESSON: Consider how you can highlight your ONLYNESS.

• LESSON: Consider how you can curate information for your customer.

• LESSON: Consider how your touchpoints can become part of your customer’s daily life.

• LESSON: Choose your social platforms carefully to support your authenticity and create a meaningful customer relationship.

• LESSON: Under Promise & Over Deliver on customer expectations

Re-Think Your Store - Find opportunities to merge digital and physical • RE-Imagine what you do. What is the purpose of your

store and your digital platforms? Is it time for a change or re-structure.

• Consider sales as a whole. Each avenue is a touchpoint opportunity to convert your customer. How can you leverage these?

• Know when to be first and when to follow. EX. Radical Innovator = Netflix, Incremental Innovator = Blockbuster

• Create partnerships with vendors and related businesses.

• It’s all about the end-user relationship

Thank You! Questions? • ONO MADE IN THE 191 partners with INDEPENDENT

makers, retailers and manufacturers, coaching them toward successful growth and insuring a sustainable future.

• A variety of services available face-to-face and online. • WWW.ONOMADEINTHE191.COM • onomadeinthe191@gmail.com • 215.704.1084 • Mention AETA for a 10% discount on your first

service.