03 op toni miller dm final 2 presentations...checklist used to review store execution – signage,...
TRANSCRIPT
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BOSCOV’S – ABOUT US
100+ YEARS AND GOING STRONG!
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BOSCOV’S – ABOUT US
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BOPIS – IMPORTANCE TO RETAILERS & CUSTOMERS
Reasons Customers
Select BOPIS option
Research shows the Buy Online Pickup In-Store (BOPIS) option is now responsible for nearly 30 percent of online retail revenue. (Payment Journal – 2018)
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BOPIS – BOSCOV’S PROJECT APPROACH
➢ Went Shopping
➢ Peer Review ➢ Industry
analysis ➢ Technology
Reviews ➢ Personal
BOPIS experiences
➢ System(s) readiness
➢ Organizational readiness
➢ Customer feedback
➢ Current ship-to-home fulfillment
➢ In-store fulfillment capabilities
➢ Website platform changes
➢ Inventory visibility
➢ Inventory accuracy
➢ Product availability - thresholds
➢ Technology solutions
➢ Current OMS capabilities
➢ Technology ➢ Website –
changes needed
➢ Resources constraints
➢ Decision - build in-house vs. third party solutions
➢ Design document
➢ Inventory Accuracy
➢ Seamless customer experience across channels
➢ OMS - Cloud based solution
➢ Website improvements
➢ Total Enterprise Support - Buy-in at all levels!
➢ Pilot/Roll Out ➢ Training and
education ➢ Customer
promotion and awareness campaigns
➢ Celebrate successes!
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BOPIS - SUCCESS FACTORS – PROJECT GOVERNANCE
PROJECT IMPLEMENTATION SCHEDULE
DETAIL REQUIREMENTS DOCUMENT
PROJECT WORK PLAN
CRITICAL SUCCESS FACTORS:
➢ BUY-IN AT ALL LEVELS ➢ INVOLVEMENT ACROSS
ALL BUSINESS UNITS ➢ COMMUNICATION ➢ TRAINING ➢ ALWAYS KEEP CUSTOMER
IN MIND!
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BOPIS – TECHNOLOGY SOLUTIONS - OMSBy integrating order management across all channels — online and in-store — retailers can give shoppers the power and flexibility to choose how and when orders are shipped, where they are delivered, and how they might be returned.
Customers can buy online and pick up in-store, purchase in-store and have items shipped, change orders after they’ve been placed, choose between multiple pickup and delivery options, and return items to any location hassle-free.
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BOPIS – TECHNOLOGY SOLUTIONS - OMSWHY KIBO?
➢ KIBO OMS taps into real-time location and inventory data to identify for customers where product are available for pick up.
➢ Cloud based solution – multi-tenant environment ➢ Eliminated need to build in-house and deal with ongoing system maintenance/
upgrades and resource limitations. Leverage upgrades from technology provider.
➢ Scalable solution – other uses across organization ➢ Uses advanced API’s, intuitive UIs, and order status updated to communicate
essential order data with store for future Omni-channel initiatives ➢ Makes it easy to fulfill orders from the location that best suits the retailer’s
business needs and delivers the optimal customer experience ➢ A cost effective solution that met the Company’s needs
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BOPIS – KIBO - OMS STORE PICKING PROCESS
This is the main menu of the BOPUS Fulfiller System where co-workers see a summary of BOPUS orders ready to be picked. Co-
workers can also lookup an order by order number, customer
name and customer email.
Step/screen that shows the co-worker what Orders / Items need
to be picked.
TECHNOLOGY – PROCESS ENHANCEMENT – EFFICIENCY, EFFECTIVENESS AND PRODUCTIVITY
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BOPIS – KIBO OMS STORE PICKING PROCESS
Step where items to be picked displayed on this
screen. Essential information, including color image, displayed for the co-worker to
ensure the correct Item(s) are picked.
Step where co-worker validates items picked for
order
TECHNOLOGY – PROCESS ENHANCEMENT – EFFICIENCY, EFFECTIVENESS AND PRODUCTIVITY
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➢ Compared the TC51 to Apple iPads and Zebra tablets. Involved store operations in decision making
➢ Chose Zebra TC51 because of ease of use in being able to scan with one hand and less difficult to maneuver than tablet for various functionality
➢ TC51 is also lighter than the tablets – easier for coworker handling.
➢ TC51 accessories improved the usability and adoption. Tested the shoulder strap, pistol grip and holster at our pilot stores. Landed on shoulder strap.
➢ Option for the future to replace old scan gun technology used for other store processes
➢ Eliminated use of paper order picking forms -automated with technology
BOPIS – ORDER FULFILLMENT TECHNOLGY
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BOPIS – WEBSITE ENHANCEMENTS
BOPIS implementation required company to enhance website page navigation to provide customers ability to select
preference store(s) and display inventory available in those stores. Was completed as part of BOPIS implementation.
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BOPIS – POST IMPLEMENTATION – STORE VISITS➢ Executive Steering Committee visited many
stores after the stores went live on BOPIS ➢ Checklist used to review store execution –
signage, technology, courtesy desk service, etc.
➢ Met specifically with the store team members involved with BOPIS.
➢ Stores loved the visits and opportunity to share
➢ What we learned: ▪ Some opportunities to improve process
(some already implemented) ▪ Coworkers excited about new system –
excellent adoption ▪ Customer feedback and stories
BOPUS STORE VISIT CHECKLIST
Vast majority of Store feed back was extremely positive. Store staff commented
most frequently on how much both customers and coworkers like the BOPUS
process.
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BOPIS – CUSTOMER FEEDBACK - WHY BOPIS
Boscov’s Customer reasons consistent with industry reasons why Customers select BOPIS as shopping preference
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BOPIS – CUSTOMER EXPERIENCE RATINGS
Boscov’s uses Bizrate for
customer ratings for overall BOPIS
experience
OVERALL RATING –
From 9-9.5 (scale of 1-10)
IMPORTANT TO CONTINUALLY MONITOR CUSTOMER EXPERIENCE
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BOPIS – CUSTOMER FEEDBACK - IMPROVEMENT
Boscov’s continually monitors the Customer BOPIS experience to identify any areas for improvement. Includes: ➢ In-Store process ➢ Merchandise availability ➢ Online process
experience ➢ Coworker – service ➢ Pick up location ➢ Online Content/
Description
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WHAT CUSTOMERS ARE SAYING ABOUT BOPIS
Great Experience…Very Happy!
Customer – Reading, PA
Smooth & easy process – highly recommends!
Customer – Reading, PA
Very user friendly and a great addition!
Customer – Woodbridge, NJ
Experience was fantastic. Came day before, took pictures, went home fount it online and was able to use
20% DYBT, very pleased, it was fantastic!
Customer – Pottsville, PA
Overjoyed with whole experience,
so happy it was done fast!
Customer – Hazelton, PA
Received text in less that 30 minutes for pick-up!
Customer – Lancaster, PA
Best Service I have had in a long time.
Customer – Reading, PA
Very easy to order and pickup…very
satisfied! Customer – Coventry, PA
Very grateful to have the opportunity on-
line, pick-up in store to avoid paying a
shipping fee. Customer – Monmouth, NJ
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BOPIS – RESULTS - SELECTED METRICS
Implemented performance reporting that includes: • Sales – gross/net, cancellations, add-on, ship-to-
home • Product sold and availability • Cancellations reason codes • Store fulfillment metrics • Customer experience metrics
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“I completed a BOPUS order at courtesy for a
customer who purchased some bath mats. I asked her if she would like our latest ad (as I picked it
up) and told her we have some great sales going on. She said yes and said she wanted to look around. She ended up making a $2,500 purchase in our
furniture department!” – Bev (Deptford, DE)
➢ Attachment rates - shoppers buying additional products in store when picking up an BOPIS order
➢ Industry reports notes retailers can anticipate, on average, an attachment rate of 25%. Selected retailer rates: ▪ Macy’s – 25% percent attachment rate ▪ Kohl's - 20 25% percent attachment rate ▪ Old Navy, about 15-25% of BOPIS orders lead to
additional sales while in store ▪ Target – 30% percent of customers picking up
BOPIS orders continue to shop in-store
40% ATTACHMENT
RATE
BOPIS – RESULTS – ATTACHMENT RATE
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BOPIS – RESULTS➢ Thoughtful implementation plan – pilot and store grouping roll out was very
effective and successful. Roll out stores – trained other stores. Consistent implementation.
➢ Implemented store best practices across all stores. BOPIS education was important to success – why, what, and how?
➢ Coworkers embraced new technology – designed to keep processes simple & intuitive
➢ Customers valued a fast and frictionless in-store BOPIS experience ➢ Customers combine ship-to-home items with BOPIS items on an order.
Increased average order size. ➢ During holiday season experienced significant increase in BOPIS order
volume ➢ Stores were able to manage higher holiday volume effectively because of
easy to use systems, automated workflow processes, and effective training ➢ Out of market customers use BOPIS to make purchases while in store
markets ➢ BOPIS live only half year – with results strong for half year
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BOPIS – KEY TAKEAWAYS• Didn’t need to be the first to implement BOPIS. Learned from other retailers –
what to do and not to do and how to design and implement a good customer experience.
• BOPIS is not just an online initiative – it’s an Enterprise initiative • Buy-in at all levels in the organization is critical to success • Marketing, promotion and BOPIS awareness important to success. Includes
effective in-store BOPIS signage. Make pickup easy, fast and seamless. • Customer preferences – BOPIS not “nice to have” – Customers expect!
Customers are increasingly seeking out the differentiated shopping experience. Retailers must “think like customers think” to optimize customer experience
• Continual feedback from store coworkers and customers important to ongoing success
• Physical stores are valuable asset to retailers – customers still want in-store experience. BOPIS drives traffic to the stores. Stores are NOT dead!
• BOPIS order gets customers in the store and they spend even more while in store
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BOPIS – THE NEXT MILE➢ Enhance/Improve Customer BOPIS experience ➢ Continue to focus on “SAVE-THE-SALE”
opportunities ➢ Leverage OMS technology for “Ship-to-Home”
fulfillment ➢ Opportunities to add more Omni-channel shopping
preference options for the Customer – “Endless Aisle” ▪ Order in store - deliver to another store ▪ Order in store – ship-to-home ▪ Vendor direct orders in store – deliver at store
or ship-to -home ▪ Enterprise inventory visibility to improve BOPIS
merchandise availability
➢ Leverage Mobile POS to address additional Omni-Channel initiatives
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THANK YOU
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Sponsor Map for 1:1 meetings and sponsor tables
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