OPSM Online Retailer
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This document discusses how retailers can create digitally enhanced stores to optimize the customer experience. It describes several digital tools that were tested at OPSM stores, including a digital dashboard to drive traffic, a get set kiosk to help associates, iPad stations for frame and lens selection, and using an iPhone and printer to give customers photos after their purchase. It emphasizes the importance of focusing on real customer needs, building both tools and content, supporting omnichannel experiences, and continual testing to improve solutions. The overall message is that integrating digital technologies can improve in-store shopping if done in a way that enhances and simplifies the customer experience.
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Post-sale marketing deck for workshop- MYCyberSALE
Strategic planning with the Customer Lifecycle (Tandem Marketing + Consulting)
Strategic planning with the Customer Lifecycle (Tandem Marketing + Consulting)
Memorylanes at ARCHETYPE: Crafting a Visionary Business Model through Collabo...
Memorylanes at ARCHETYPE: Crafting a Visionary Business Model through Collabo...
Presentation Retail in Transition ICSC Canadian Convention Toronto 2017
Presentation Retail in Transition ICSC Canadian Convention Toronto 2017
OPSM Online Retailer
- 1. CREATE DIGITALLY ENHANCED STORES TO OPTIMISE THE CUSTOMER EXPERIENCE Elizabeth Arnold Director, Omnichannel Customer Experience
- 2. CUSTOMERS AND THE MARKETPLACE ARE CHANGING
- 3. CUSTOMERS AND THE MARKETPLACE ARE CHANGING
- 4. CUSTOMERS AND THE MARKETPLACE ARE CHANGING
- 5. DIGITAL? OR A WHOLE NEW EXPERIENCE? OPSM, Macquarie Centre
- 6. SOLVING REAL CUSTOMER PROBLEMS I don’t like walking out empty handed. Help me select my frames and lenses. I want to get in and get out. Where do I start?
- 7. …AND A COUPLE OF RETAIL CHALLENGES Which customer should I help next? How do I explain a complex purchase? How can I drive foot traffic?
- 8. DIGITAL DASHBOARD • Why? – Show customers it’s easy to get in and out – Drive traffic • Lessons Learned: – Keep it simple • Verdict? – It’s a keeper
- 9. GET SET KIOSK • Why? – Welcome customers – Help associates know who’s next • Lessons Learned: – “Checking In” doesn’ t always work in retail – Make sure the MVP is really the MVP • Verdict? – People may be the better solution
- 10. SELECT TABLE AND LENS BAR IPADS • Why? – Make frame and lens selection easy and consistent • Lessons Learned: – Tools and content, not just technology • Verdict? – Keep building
- 11. IPHONE + WIFI + PHOTO PRINTER • Why? – Give customers something to take home after the sale • Lessons Learned: – Digitally-enabled works, too • Verdict? – It’s a keeper
- 12. WHAT’S NEXT? • Build tools and content • Focus on customer needs • Support omnichannel • Test, test, test
- 13. QUESTIONS?