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weapon of mass seduction?
Sean McKeeHead of Ecommerce and Customer Services
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Founded in 1981Part of Genesco, Inc. since 20114000 employees
Mid-market fashion footwear brands Over 90% branded, female biasTargeting 15-25 year oldsHigh volume, full-price proposition in busier locationsStrong multi-channel propositionEmphasis on systems and efficiency
105 storesMature ecommerce operation, 93% in the UK Retail 85%/Ecommerce 15%
About
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Proximity?
“Nearness in space, time
or relationship”
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Mobile changed the game. Simple.
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A clear trendUK: Feb 2013-August 2014
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Looking ahead 2014 - 2018
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The futureRETAIL’S NEAR FUTURE
oSmaller screen oTouch contextoKPI challengesoOn the go?
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Wearables almost here
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Interplay of digital and physical
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PROXIMITY MARKETING?
INTERACTIVE DELIVERY?
MOBILE WALLETS?
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Uncomfortable truths
The App
challenge
Sensible commerciality
Relationship with discount?
Push messages,
privacy and
ethics
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Innovation efforts must fit with business strategy
And demonstrable customer need
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o Sales volumeo Enabling convenience o Respectful of customero Consistency of offero Preserve margino Brand relationships
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Sustainable?
NEED TO PLAY WANT TO PLAY LIMITED (NO?) PLAY
Lead on serviceLive inventory
Mobile interfacesDigital marketing“Pull” messaging
Local Social Media
Customer’s own techWearable technology
New payment typesE-vouchers
Instore screensDynamic pricing
“Push” messaging
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schuh.co.ukschuh.co.uk
Reduce frictionUK site responsive
September 2014
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Getting closer at storesStore pick up
Store product checks
Checks in Q1
LY +31%
Checks in Q2
LY +22%
STORE PICKUP INCREASING
Purchased online, then picked upLY +34%
Reserved, then purchased in storeLY +17%
Half picked up on the same day as confirmation text
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Getting closer at stores
E-receipts digital relationship
findmysize
Kiosk first/mobile POS
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Self-medicated assistance
findmysize.co.uk
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Tomorrow, today and speed
4
delivery options
3 local pickup
options
2
returns options
Free standardNext day (until 10pm)
Choose your daySunday (NEW)
Click and CollectCheck and Reserve
Free at schuh store
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Improving the offer
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Deepening the connection through real people
Social CS
Content Ambassadors
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Sustain
able
approach to
proxim
ity
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PROFITTHE MANYFASTER PULLLOCAL