CREATE DIGITALLY ENHANCED STORES TO OPTIMISE THE CUSTOMER EXPERIENCE

Elizabeth ArnoldDirector, Omnichannel Customer Experience

CUSTOMERS AND THE MARKETPLACE ARE CHANGING

CUSTOMERS AND THE MARKETPLACE ARE CHANGING

CUSTOMERS AND THE MARKETPLACE ARE CHANGING

DIGITAL? OR A WHOLE NEW EXPERIENCE?

OPSM, Macquarie Centre

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?

…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?

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

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

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

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

WHAT’S NEXT?

• Build tools and content• Focus on customer needs• Support omnichannel• Test, test, test

QUESTIONS?