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Translating The Online Experience Into Stores, Digiday Retail Summit, June 29th, 2016

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Melissa Barnes and David Page's presentation from the Digiday Retail Summit in Nashville

Published in: Marketing
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Translating The Online Experience Into Stores, Digiday Retail Summit, June 29th, 2016

  1. 1. WHY DO YOU NEED A STORE WHEN EVERYONE IS BUYING ONLINE? How Rent the Runway is innovating its retail model around the customer journey.
  2. 2. WE HAD CREATED A SEAMLESS ONLINE EXPERIENCE Empowerment via fashion freedom - Browse - Search filtered by style, formality, occasion - Recommendations - Look at customer reviews - Get second size for free - Get a second style for $32.50 - Order arrive - Exchange dress - Customer service - Seamless, free return - Free dry cleaning included PRE-ORDER ORDER POST-ORDER
  3. 3. BUT THERE ARE SOME THINGS PEOPLE JUST CAN’T DO DIGITALLY.
  4. 4. Browse endless selection (like on site) Walk in and try things on Browse and rent same day styles Collaborate with stylist Get styled for that night Get styled for an upcoming event Get style & fit assessment Pick up Try on Exchange dress In-person customer service Drop off return WE BUILT OUR RETAIL MODEL TO FULFILL THESE NEEDS WE UNDERESTIMATED HOW MUCH PEOPLE WANT TO DO IN STORE PRE-ORDER ORDER POST-ORDER
  5. 5. DREAM CLOSET
  6. 6. STYLE STUDIO
  7. 7. RTR BAR
  8. 8. FLAGSHIP PROTOTYPE
  9. 9. Interrogate the customer journey to understand barriers, needs and desires. Determine which aspects of customer journey a “retail” space can improve, enhance and elevate. Design the space accordingly – don’t be shackled by retail convention. TAKEAWAYS

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