ShopTalk, an innovative – maybe even groundbreaking – retail conference

I recently attended ShopTalk in Las Vegas, a leading global retail conference that brought together more than 10,000 retailers and brands. The event featured more than 275 high-ranking speakers from industry giants like Walmart, Tapestry, Levi's, Wayfair, Amazon and Google. From blending digital and physical – "phygital" – shopping experiences to an exclusive "speed dating" event, I was immersed in groundbreaking ideas reshaping the retail arena.

Many of the on-stage and networking conversations at ShopTalk revolved around understanding how data personalization and machine learning intersect to deliver better customer experiences and drive loyalty. Carrie Tharp, vice president of retail and consumer for Google explained how Google is using AI, machine learning and the many layers of a consumer’s clickstream journey to personalize marketing messages, product descriptions and other content.

While Google operates on a massive scale, there are important lessons for all retailers here. Our consumers are using more digital channels than ever and we need to learn how to apply the online data we’re gathering in our physical stores. "Every consumer journey begins with data,” she said. “And when we talk about data, we're talking about internal data but also data from your partners and data you can purchase from third-party data providers."

Clearly, it’s time to step up our game and learn how to optimize data touchpoints to navigate the complex maze of fragmented solutions and support systems.

Step 1 – Leverage digital data to build a new retail playbook

Whether in-store or on the road, your sales teams are your front-line workers, working hard to understand their customer's strengths, needs and obstacles. Your digital marketing team serves as the support crew, connecting crucial data points to coordinate a winning formula for efficiency, growth and profitability.

Start by identifying the MVOs (most valuable opportunities) driving sales. Are they top-notch retail sales associates, frictionless online experiences or the seamless integration of digital and physical – phygital – touchpoints? Improving our data collection and analysis capabilities allows us to move away from the murky middle of retail and begin building a new, data-driven playbook.

How to build a strong data foundation

·       Focus on your customer. Analyze their website usage, site search patterns and actions, such as newsletter sign-ups or cart abandonment. Track everything.
·       Review your product offering. Based on customer data, are you offering the right products online? Is pricing competitive? Which sales strategies move the most product?
·       Evaluate your supply chain. Are the products being delivered on time and undamaged? Are your manufacturing partners providing top-notch customer service?

Step 2 – Focus on your customer, online and in-store

Mary Dillon, President & CEO of Foot Locker, highlighted the importance of using digital data to understand the varying reasons behind customers' sneaker purchases. By shifting the focus from demographics to psychographics (needs and motivations), they can identify which customers buy based on athletic performance, streetwear culture, brand loyalty or price. This new data strategy opens the door to more targeted marketing campaigns and personalized product recommendations.

Dillon asserted, "Improving the consumer digital experience is the fastest way for Foot Locker to achieve all its goals."

Dave Kimbell, CEO of ULTA Beauty said they’re focused on the connective tissue between first and zero party data to personalize experiences for their customers, making every touch point more relevant and engaging. From in-store and online purchases, social media activity and loyalty programs, data is key. “Customers today want personalization in their shopping experience, but they also want it to feel natural and not forced, creepy or invasive,” he said. “Personalization is key to building customer loyalty and increasing customer lifetime value, which is crucial in a highly competitive industry like beauty.”

Step 3 – Empower your frontline workers

In today's dynamic retail landscape, empowered frontline workers are the unsung heroes driving customer satisfaction and loyalty. Tech-savvy retail warriors use technology to guide the consumer from an online shopping experience through the touch and feel process to product availability, shipping times, service info, personalizing each step along journey.

Jennifer Wilson, SVP Enterprise Brand & Marketing for Lowe's, emphasized the importance of learning more about customers who enjoy the in-store experience and how they’re combining it with their digital experiences. “If you truly understand your customers, you optimize the channels through which they actually want to talk to you,” stated Wilson.
She went onto to say that how customers engage with the online tools can help improve the in-store experience, like tailoring product offerings or store layouts to better suit customer preferences. When customers research products online but can touch and feel or just pick up in store (or vice versa), the chances of converting them to loyal customers increases.

How to leverage data for your in-store sales teams

·      Integrate digital solutions in-store. Use QR codes in-store for self-guided shopping journeys and equip staff with technology to enable them to serve as digital guides.
·       Utilize augmented and virtual reality. Incorporate AR and VR technologies to help consumers visualize how furniture and mattresses will fit and appear in their homes, similar to Home Depot’s augmented reality app.
·       Streamline the checkout. Update the point of sale, saving purchases to customer profiles for targeted marketing, and to ensure personalized interactions in the future.

Without a doubt, technology and innovation will continue to steer us – and our consumers – to a more a seamless shopping experience. And this retail renaissance lies in the hands of our dedicated frontline workers and their digital marketing counterparts. By maintaining a keen focus on customer interactions across stores, regions and individual associates, we can effectively monitor the fusion of digital and physical touchpoints. What’s clear is that we need to continue to enhance our capacity to gather and learn from data, propelling us from the murky waters of yesteryear's retail management to a data-driven playbook that serves manufacturers, retailers and consumers equally.

Who the heck is Julia Rosien? At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.