CREATE DIGITALLY ENHANCED STORES TO OPTIMISE THE CUSTOMER EXPERIENCE Elizabeth Arnold Director, Omnichannel Customer Experience
CREATE DIGITALLY ENHANCED STORES TO OPTIMISE THE CUSTOMER EXPERIENCE
Elizabeth ArnoldDirector, Omnichannel Customer Experience
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