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Digital sleuths: How Kohl's is increasing conversion and elevating customer experience

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Published on

Shop.org 2017
Jeff Simpson, Deloitte
Sarah Rasmusen, Kohl's

Published in: Retail
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Digital sleuths: How Kohl's is increasing conversion and elevating customer experience

  1. 1. Digital sleuths: How Kohl's is increasing conversion and elevating customer experience Jeff Simpson, Principal, Deloitte Consulting LLP Sarah Rasmusen, VP, Digital Merchandising & Analytics, Kohl's Corporation
  2. 2. Digital Sleuths How Kohl’s is increasing conversion and elevating customer experience S E P T E M B E R 2 7 , 2 0 1 7
  3. 3. S A R A H R A S M U S E N VP, Digital Merchandising & Analytics Kohl's Corporation J E F F S I M P S O N Principal Deloitte Consulting, LLP
  4. 4. Ok, let’s get started… Do you REALLY want to understand what your customers want? No, I am going to DEFINE what they want for them! Heck yeah! (or, at least my boss does)
  5. 5. erstand nt? o y Good luck, Steve Jobs!
  6. 6. Do you REALLY want to understand what your customers want? No, I am going to DEFINE what they want for them! Heck yeah! (or, at least my boss does)
  7. 7. Ok, so here’s what you’re up against
  8. 8. Customer satisfaction is significantly higher with online shopping experiences 40% 80% In-Store CSAT Average 55% Satisfaction Online CSAT Average 70% Mass Merchants 72% Specialty Online Only IN-STORE ONLINE 72% 69%63% 66% 64%53%49% Department Store Mass Merchants Grocery & Essentials Specialty Department Store +10% Delta +15% Delta
  9. 9. Hmmm…why? The assortment is much broader online It’s far easier to find the right product online Checkout is (relatively) frictionless online More directly, existing brands & (historically) bricks & mortar retailers are simply looking for customer insight in the wrong places…
  10. 10. OK, so where is a better place to look to understand what they really want from me?
  11. 11. OK, so where is a better place to look to understand what they really want from me?
  12. 12. OK, so where is a better place to look to understand what they really want from me? Just copy everything Amazon does! What they bought What they actually NEED
  13. 13. 1995 called & wants its CRM strategy back Believe it or not, there is more to a customer’s life than the three or four times a year that they buy stuff from you…
  14. 14. OK, so where is a better place to look to understand what they really want from me? Just copy everything Amazon does! What they bought What they actually NEED
  15. 15. Where to look New Sources of Customer Preference & (Potential) Demand
  16. 16. How do most customers find the product they ultimately buy? Recommendations Search Social Media Site Navigation
  17. 17. How do most customers find the product they ultimately buy? Recommendations Search Social Media Site Navigation
  18. 18. Which device has the most searches? Desktop Kiosk Smartphone Tablet
  19. 19. Desktop Kiosk Smartphone Tablet Which device has the most searches?
  20. 20. What brand did over 400,000 failed searches help bring to Kohl's in 2017?
  21. 21. What brand did over 400,000 failed searches help bring to Kohl's in 2017?
  22. 22. Which extension to the Lauren Conrad line launched in 2017 as a result of listening to the customer? Swim Plus Maternity Handbags
  23. 23. Which extension to the Lauren Conrad line launched in 2017 as a result of listening to the customer? Swim Plus Maternity Handbags
  24. 24. Ok, assuming I start paying attention, how can I use tools, data & insight to create a better experience? Google Analytics Pay attention to search data…this has become one of the best sources of customer preference and purchase intent Blab Predictive targeting allows you to reach your intended audience when they are engaged and ready to act Edited Leverage visual reports and flexible dashboards to consume product-level competitive intelligence to identify gaps in your assortment Sprinklr Social mentions of specified keywords or posts/tweets from specified social handles can give you a much more accurate view of CSAT
  25. 25. So, assuming I start paying attention, how can I use that data & insight to create a better experience?
  26. 26. 1 Make It Easier
  27. 27. Testing continuous improvements Leveraged testing platform in Q4 ‘16 / Q1 ‘17 to test concepts Customer feedback: need price clarity Fast-tracked full implementation Your Price
  28. 28. 2 Make It Personal
  29. 29. Future of Search “Where is this dress located?” Only display dresses. No more dress pants, dress shoes or dress shirts Search data identifies trends Personalized for Sarah’s preference in brand, price point, and style
  30. 30. S A R A H R A S M U S E N VP, Digital Merchandising & Analytics Kohl's Corporation J E F F S I M P S O N Principal Deloitte Consulting, LLP Questions?

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