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The Store is Media: Reengineering Frontline Teams for the New Age of Retail

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Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E

"The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand.

Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."

Published in: Retail
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The Store is Media: Reengineering Frontline Teams for the New Age of Retail

  1. 1. #CCS19 The Store is Media: Reengineering Frontline Teams for the New Age of Retail SPONSORED BY:
  2. 2. #CCS19 Follow this event on LinkedIn & Twitter Retail Touchpoints: @RTouchPoints Andrew Gaffney: @Agaffney Axonify: @Axonify Retail Prophet: @RetailProphet
  3. 3. #CCS19 About Retail TouchPoints  Launched in 2007  Over 45,000 retail subscribers  To provide executives with relevant, insightful content across a variety of digital medium Sign up for our weekly newsletter: www.retailtouchpoints.com/subscribe
  4. 4. #CCS19 Prize Pack: Register & Attend to Win Earn 1 automatic entry when you register and a second entry when you attend live. Register For & Attend #CCS19 Webinars For the Best Chance to Win! • Free Pass to #RIC19 in NYC May 6th-8th – 1 Winner Per Day • Apple AirPods – 1 Winner • $10 Starbucks Gift Cards – 1 Winner Per Session
  5. 5. #CCS19 Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #CCS19
  6. 6. #CCS19 Panelists Doug Stephens Founder & President Retail Prophet @RetailProphet Moderator: Andrew Gaffney Executive Editor Retail TouchPoints @Agaffney
  7. 7. The Store is Media @RetailProphet RetailProphet.com Doug Stephens Reengineering Frontline Teams for the New Age of Retail
  8. 8. 2.9 Trillion in 2018 + 22%
  9. 9. 0 3.75 7.5 11.25 15 18.75 2015 2016 2017 2018 2019 2020 Worldwide Ecommerce as a % of Total Retail Emarketer 2016 1.548 1.915 2.352 2.860 3.418 4.058 (Trillions)
  10. 10. $10 Billion
  11. 11. 0 8 16 24 32 40 ALIBABA SINGLES DAY SALES TIFFANY & CO MARKET CAPUSD Billions
  12. 12. 66% of product searches begin on Google. Feedvisor 2019
  13. 13. 76% 10% 5% 4%4% Amazon Search Engine Brand Website Retailer Website Another Marketplace Where consumers go when ready to buy a specific product Feedvisor 2019
  14. 14. The End of the Beginning of Ecommerce
  15. 15. E C O M M E R C E
  16. 16. 0 7.5 15 22.5 30 Total Global RetailTotal Global Ecommerce Trillions USD
  17. 17. 0 7.5 15 22.5 30 Total Global RetailTotal Global Ecommerce Trillions USD
  18. 18. The Replenishment Economy
  19. 19. 25 Billion Connected Devices
  20. 20. 500 Billion Connected Devices
  21. 21. Smart Packaging IoT Appliances
  22. 22. • Step-in structure • Sensor driven sales and replenishment • Predictive inventory selection
  23. 23. ONLINEOFFLINE 2033
  24. 24. 1838 1980 2019 The Purpose of a Store
  25. 25. Omnichannel
  26. 26. Media IS the Store
  27. 27. The Old Role Of Stores • merchandise products • offer product information • facilitate purchase
  28. 28. Media IS the Store Magazines Videos Smart TV Out of HomeSocial Music/Sound Devices AI Internet of Things
  29. 29. So, why have stores?
  30. 30. The Store IS Media
  31. 31. Media is effective wherever people gather in numbers.
  32. 32. 98M / WK 2.5M / WK
  33. 33. The Days of the Clerk are Over • Nearly half of shoppers (48%) believe that they typically know more about a retailer’s product than the store sales associate • 67% sometimes have doubts around whether associates are telling the truth
  34. 34. 0 25 50 75 100 125 Loan Officers Receptionist and Information Clerks Paralegals and Legal Assistants Retail Sales People Taxi Drivers and Chauffeurs Security Guards Cooks/ Fast Food Computerizable Jobs Oxford University 2015
  35. 35. Robotics Artificial Intelligence
  36. 36. • Nearly 50% said a knowledgeable store associate would encourage them to shop in- store • 72% that dealt with a store associate who uses a mobile device to provide things like product info, credit card checkout, and inventory look-up, said it resulted in a better shopping experience • 73% would be interested in having a store associate text or email them about the status of their order or that their order has arrived in the store And yet… Tulip Retail 2018
  37. 37. Customer Identification Customer Engagement Associate Training and Task Management Mobile POS People who work with outdated technology “feel less productive, are 750% more likely to be frustrated and 450% more likely to want to quit. “ Unisys 2018
  38. 38. The Role of People • Inventory managers • Checkout processors • Data gatherers • Returns processors • Product trainees • Brand storytellers • Product geniuses • Dynamic problem solvers • Expert demonstrators • Goodwill ambassadors Present Future
  39. 39. Micro-learning • Onboarding • Microlearning • Gamification • Reward-based • Mixed-media format • Personalized and Adaptive Mobile Training
  40. 40. Service Priority: 3 Safety Priority: 2 Products Priority: 1 Brand Priority: 4 20% 75% 55% 60% Service Priority: 3 Safety Priority: 2 Products Priority: 1 Brand Priority: 4 65% 75% 5% 20% • New to the company • Previous experience as Cashier at another grocery store Peter Alice SUSTAINEDKNOWLEDGE 100% 100% • 1 year with company • Changing roles from Stock Clerk to Cashier 82%85%88% 96% 94%96%93% 86% Image: Axonify
  41. 41. Agency to Provide Discounts and/or Promotions Career Growth Opportunities Perks and Benefits
  42. 42. 10 30 90 70 50 Projected US Population by Generation Millions 2016 ‘19 ‘28 ‘36 ‘50 Millennial Boomer 74 71 Silent 66 23 Pew Research Center 2016 2019 marks the first year in which millennials outnumber baby boomers in the U.S.
  43. 43. 60.75 63 65.25 67.5 69.75 72 74.25 76.5 They have poor service They don’t pay employees well They rely on business practices that are unethical CEO paid disproportionately to employees Morning Consult 2018 Q: Think of a company you currently buy from. If you found out a company did each of the following, how much LESS likely would you be to shop there?
  44. 44. M B A S S A D O R S BRAND
  45. 45. Thank you!
  46. 46. #CCS19 Q&A // Panelists Doug Stephens Founder & President Retail Prophet @RetailProphet Moderator: Andrew Gaffney Executive Editor Retail TouchPoints @Agaffney
  47. 47. #CCS19
  48. 48. #CCS19 Thanks for attending Catch up on all of the #CCS19 sessions here: http://webinars.retailtouchpoints.com/connected-consumer-series/2019/

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