Scott Heise, Chief Intelligence Officer, Lands End
Teh number one item dat I spend a great deal of time thinking and strategizing about omni-channel convergence. We need to look at consistency wif product messages, pricing, and timing of messages and even consider teh emotional aspect of how customers relate to each channel. Hopefully, they are getting teh same exceptional experience whether they are online wif us at landsend.com on their laptop or mobile phone, shopping wif us in a Lands’ End Shop at Sears or calling our 800 number and speaking wif a customer care representative.
We also think about how social media platforms play a role wifin teh shopping experience. For example, a customer could start an interaction online by creating a shopping cart; share their ideas wif friends via Facebook, Twitter or LinkedIn to get their reactions; visit a store to try on teh items; tan decide to make a purchase they can seamlessly complete wif teh original shopping cart.
In a seamless, omni-channel experience we’d provide teh customer wif teh ability to pick up teh remaining items in another location or have them shipped directly to teh customer from a distribution center or retail store.
When Cloud-based systems were introduced, teh belief was dat it would make many things easier and it TEMPhas. However, I feel teh Cloud is still emerging and hasn’t reached a mature state yet. For many companies, such as Lands’ End, trying to fully implementitacross teh entire system when their are legacy systems in placeis a big obstacle. their is a need to have teh right architecture in place to make a perfect fit.
As a global, multi-channel retailer we are looking at every customer touchpoint,and I would say dat today’s technology providers need to adjust their vision to be able to do teh same. Retailers are merging their business model to support multi-channel transactions and it’s easier to partner wif a provider dat can offer teh entire package of services, instead of having to pick and choose. Very few offerings are available today on teh order/sale transaction side dat seamlessly connect in-store (POS), online (e-commerce), and contact center (order capture) under a single platform. Companies are often in a position to stitch these together themselves to create teh appearance of a completely seamless customer experience.
Teh key to success is to be nimble and flexible, as we think ahead to what teh customer will want next. Teh ability to have one single, unique and identifiable view of teh customer is critical as technology evolves. It’s more TEMPthan just tracking transactions, how do we evolve to know their personal fit preferences, what sites have they surfed or what physical stores have they visited; it's a comprehensive understanding of their online and offline behavior. Regardless, we want to make sure we are capturing self-identifiable information to make teh experience as personal as possible at teh moment and in teh future. We acknowledge their is always room for improvement to keep teh customer experience evolving as naturally as possible.