A wrap-up of the National Retail Federation's Big Show and NYC stores from the perspective of one of Australia's best digital minds.

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Digital Trends: Transforming Retail
Mark Teperson
Director Mul5channel
RCG Corp Ltd

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A"tude towards change
Two truths, one mantra
‘Without passion,
we are just unfulfilled
poten9al’
‘The relentless pursuit of
excellence’

4. 5 Key Themes Today
1. Technology @ Retail
2. Challenging the store network
3. Organisa:onal change
4. Intersec:on of content & commerce
5. Customer loyalty (community)

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THE FUTURE IS HERE.
It’s just not evenly distributed yet

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Three Key Ques+ons
That should drive technology @ retail
1. What is the unmet need of
the consumer?
2. How can technology
meaningfully solve this
unmet need or enhance the
experience for a consumer?
3. Is the experience
contextually relevant?

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Large mirrored panel at the front
of the store, where customers
can;
§ Browse the latest looks
§ Shows ‘what to wear it with’
§ Select items to be brought to
change room
Does this meaningfully enhance
the consumers experience?
Is it contextually relevant?

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Beacons automa,cally iden,fy
product placed in change room
§ Shows ‘what to wear it with’
§ Select alternate size to be
brought to change room
§ Change ligh,ng to reflect
different se@ngs (night, day,
club)
§ Order beverages
§ Complete checkout; or
§ Add items to your app
automa,cally so you can
purchase later

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Follow the customer
& you will never have to look for growth

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Department Store: Inves0ng
heavily in store experience and
digital commerce to fuel
growth.
Origina(ng with first store in mid
1800’s in Oxford Street, London.
Today it has 45 stores in the UK.
In 2015, 40% of John Lewis total
revenue (£1.5bn) was generated
through online channels.

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Pure Play: Inves.ng in retail
‘Guideshops’
Holds no physical inventory in-
store. Only TRYON sizes.
Try it on before you buy at one of
their Guideshops.
No crowds. One-on-One service.
Exactly what you want, delivered
right to your door.

14. Specialty Retail: Reducing the
tradi3onal store footprint.
Leveraging distribu3on
networks and centralised
inventory.
Holds no physical inventory in-
store. Only TRYON pairs.
Shop in store: FREE overnight
shipping
Shop Online: Free ground
shipping

15. Why is this important for retailers?
Improve inventory efficiency
(Centralize inventory)
Reduce markdowns
Reduce retail footprint
(size & number of stores)
Increase investment in store
experience
Leverage digital channels to
extend reach of your market
Strategy Impact
Reduce markdowns
Improve margins
Reduce premium rentals &
eliminate unprofitable stores
Grow consumer engagement
& sales
Grow sales & profits

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Does your
organisa-on have
the capability to
change?

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Capability Pla+orm
Talent
§ Specialist exper/se
§ Transforma/onal exper/se
§ Vision & Ownership
Culture
§ Execu/ve leadership & commitment
§ Collabora/on & partnership
§ Shared KPIs, Incen/ves & Goals
§ Customer lead decisions (data driven)
Structure
§ Dedicated internal resources
§ Shared responsibili/es and orchestrated hand off’s
§ Cross discipline teams, doHed lines & hybrid roles

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The new, non-linear purchase journey !
The journey is now!
Dynamic
The journey is more!
Influenced
The journey is!
Continuous

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Content
Commerce
Contextually relevant content
is driving commerce
BREAK
IT
DOWN
Mobile
Apps
Tablet / Desktop
Retail
Social
Email
Blog
Channels
Browse
Research
Inspira0on
Considera0on
Purchase
Post Purchase
Returns
Rewards
Advocacy
Behaviours

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Customer Loyalty Trends
Content
Commerce
Community
•In a clu)ered market value exchange is more important than ever before
•Personalisa9on is a Hygiene Factor
•Shi/ from product cycles to consumer lifecycle engagement
•Not how loyal you are to us. It is how loyal we are to you
•Membership Spectrum (SAPS: Status Access Power Stuff)
•Kudos economy

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Follow the customer
with the relentless pursuit of excellence
& you will never have to look for growth