Insights

In theory, the launch of a limited-time, 250-piece Lilly Pulitzer designer collection on Sunday, April 19 should have been a major coup for Target. Instead, it was a major disaster in marketing, CRM, and operations. By now, the story of how consumer demand for Lilly Pulitzer overwhelmed Target’s website and stores has been told many times. Let’s look at three lessons retailers (including Target) can learn from this experience.

Know Your Customer

By Melanie Curtin, OpiaTalk

Promotions, discounts, and coupons, oh my! It’s easy to have a love/hate relationship with them. On the one hand, they’re proven to bring in business and boost conversions. On the other, they can cut into margins.

It’s often assumed that the bigger the promotion, the better it will convert. But what if it’s not about the promotion itself? What if it’s more about the delivery?
 

By Gary Whittemore, Experian FootFall

The quest to offer greater levels of customer convenience has seen a growing number of U.S. retailers experiment with flexible fulfilment methods, including click and collect, which offers shoppers the opportunity to pick up online orders from a store.

Although click and collect has already taken European markets by storm, adoption in the U.S. has been somewhat slower. However, U.S. organizations are now beginning to see consumer appetite rise.

By Christoph Stehmann, Pitney Bowes

According to the U.S. Commerce Department, retail e-commerce sales totaled over $304 billion in 2014, up 15.4% from the prior year. Also, eMarketer predicts that U.S. retail e-commerce sales will total approximately $350 billion in 2015.

The growth in e-commerce sales represents a huge opportunity for U.S. retailers. However, to be successful, retailers need to make sure they have the right shipping strategies and solutions in place to encourage shoppers to purchase goods online.

By Andy Wong, co-founder and VP of client services, Mobispoke

The rapid adoption of e-commerce in the digital age has fundamentally changed the way people shop. The online shopping experience today is not only richer and more engaging than in-store, but it is also personalized to each individual consumer, offering outfit pairings and special discounts based on a consumer’s profile.

In a column I wrote between Black Friday and Christmas last year, I talked about how “apparel sales have been languishing”, and I mentioned that the “industry buzz is all about the struggles in apparel, where retailers just can’t seem to discount clothing enough to get things to pick up.”

By Ken Nisch

The evolution of shopping based on the consumer mindset that is reflective of the past and targeted for the future can be described as a “Digital Ecosystem.” Much like the proverbial iceberg, this ecosystem has most of the system existing before the consumer “waterline.” Above this waterline exist the elements for which we are most accepting; such as mobile and tablet interface, kiosks across applications ranging from the ATM, to the calling of an Uber cab street side.

By Rich Thompson, JLL
 
Port problems on the West coast are giving retailers more than just a headache; it’s more like a severe case of sea sickness. But diversifying supply chain strategies can take the edge off.