Supply Chain & Merchandising

In many ways, 2015 marked the year the customer truly took over. Retailers recognized that constant connectivity and increasingly sophisticated consumer devices have created an environment where customers decide what they want, when and how they want it, and then choose the retailer who can best meet their needs.

In this environment, retailers scrambled to engage customers in a more personalized and direct way than ever before. Here are the top three customer engagement trends of 2015.

On the Go

Mahwah, N.J. – It took close to a year, but Ann Inc., owner of the Ann Taylor and Loft banners, has followed the wishes of major shareholders including Engine Capital LP and Red Alder LLC and agreed to an approximate $2.15 billion buyout from specialty apparel rival Ascena Retail Group Inc. Ascena, whose store brands include Lane Bryant and Dressbarn, will acquire Ann Inc. for $47 in cash and stock per share, a 21% premium over Ann Inc.’s May 15 closing price.

Click and collect services are designed to provide an omnichannel shopping experience that combines the simplicity of ordering online and the immediacy of in-store pickup. But according to the Washington Post, this holiday season many retailers’ click and collect offerings have left much to be desired. [Washington Post]

Dollar General’s nearly 13,000 stores will be closed on Christmas Day, but the retailer is offering an enticing online discount in hopes of making a digital connection with shoppers.

Levis Strauss & Co. has named a new leader with experience at Nike, Petco and Target to drive growth at its 2,700 unit global retail division.

Levi Strauss & Co. said Carrie Ask will join the company on Feb. 16, 2016 as executive vice president and president of global retail. She fills a position that has been vacant since June when Craig Nomura resigned after just 16 months with the company. Ask will report directly to Chip Bergh, president and CEO of the $4.8 billion global apparel company.

According to analytics reports from Adobe and RetailNext, online sales trumped bricks-and-mortar over Black Friday weekend and the trend looks to continue throughout the 2015 holiday season.

This signifies a shift that’s been obvious for quite some time — consumers are going digital. Does this mean the brick-and-mortar retailer is dying a slow death? Not a chance.

Jet.com customers waiting for Christmas deliveries may want to start setting their sites on Boxing Day or other post-Christmas holiday events.

In a brief statement on its website, Jet.com acknowledged that it cannot guarantee that deliveries for any item not eligible for two-day shipping will arrive by Dec. 25. The statement cites nationwide shipping delays that have affected its delivery partners and thanks customers for their patronage during the retailer’s first holiday season.

Buy online, pick up in store capabilities are being rolled out to all of Kohl’s nearly 1,200 stores this spring after a successful 100 store pilot program during the holidays.

And that just the beginning of the digital initiative the company has planned.

The addition of pick up in store to Kohl’s omnichannel offering puts the retailer on equal footing with others in the industry who have recognized in store pick up has quickly become a basic expectation shoppers have of retailers who operate physical stores.