saks mobile: construindo uma estratégia omnichannel

S A K S M O B I L E

B U I L D I N G A N O M N I R E L AT I O N S H I P

Roger Scholl Bio

•   Vice President of Web Operations at Saks Fifth Avenue

•   Oversees the Digital Product Management, Merchandise Operations, and Quality Assurance functions.

R O G E R S C H O L L

V I C E P R E S I D E N T O F W E B O P E R AT I O N S

Jordan Lustig Bio •   Director of Product Management at Saks Fifth Avenue

•   Manages the digital Product Management office and customer experience on saks.com, the new saksoff5th.com and Saks’ mobile channels.

Roger Scholl Bio

•   Vice President of Web Operations at Saks Fifth Avenue

•   Oversees the Digital Product Management, Merchandise Operations, and Quality Assurance functions.

J O R D A N L U S T I G

D I R E C TO R O F P R O D U C T M A N AG E M E N T

S A K S F I F T H

A V E N U E 4 1 STO R E S

L A U N C H E D S A K S . CO M I N 2 0 0 0

Intro to Saks

•   Facts about saks and saks.com •   Video about Saks

V I D E O

S A K S O M N I S T R A T E G Y

S A K S O N M I S T R A T E G Y

S E A M L E S S O M N I - C H A N N E L

C U STO M E R E X P E R I E N C E

P E O P L E

I N - STO R E E X P E R I E N C E

M E R C H A N D I S E & I N V E N TO RY M A N AG M E N T

M A R K E T I N G & C R E AT I V E


C H A N N E L S

L A U N C H E D M O B I L E M . S A K S . CO M

2 0 1 0

W H E R E W E A R E TO DAY

Channels – where we are today

•   Launched mobile in 2010 (m.s.s.com) •   Launched iOS Apps in 2011 (iPhone and iPad)

•   Omni-‐‑Channel focus in 2012 (find in store on the site, FIS on Apps, ship

•   from store from site) •   iPad Site •   Store WifiT

C H A N N E L S

L A U N C H E D I O S A P P S I P H O N E & I PA D

2 0 1 1


Channels – where we are today

•   Launched mobile in 2010 (m.s.s.com) •   Launched iOS Apps in 2011 (iPhone and iPad)

•   Omni-‐‑Channel focus in 2012 (find in store on the site, FIS on Apps, ship

•   from store from site) •   iPad Site •   Store WifiT

C H A N N E L S

F I N D I N STO R E S H I P F R O M STO R E

STO R E W I F I

2 0 1 2


M . S A K S G R O W T H

D E M A N D 6 0 0 %

O R D E R S 8 0 0 %

CO N V E R S I O N 4 0 0 %

V I S I T S 8 0 %

I O S A P P S G R O W T H

TOTA L D O W N LOA D S 8 0 0 , 0 0 0 +

I P A D S I T E G R O W T H

1 5 % O F R E V E N U E

9 9 % O F A L L TA B L E T V I S I T S A R E I PA D S

M O B I L E M . S A K S . CO M

m.saks.com

•   Remove friction when designing for mobile •   Improvements since launching –  Checkout/Guest Checkout –  Refinements/Sorts –  Mobile Payment –   Flash Sales –   Site Performance – SPEED (why we say no to responsive)

M . S A K S . CO M • C H E C KO U T


M . S A K S . CO M • R E F I N E M E N T S


M . S A K S . CO M • F L A S H S A L E S

M O B I L E I O S A P P S

•   Lookbooks/STL •   Editorial Videos •   Animated GIF (product shots on PA) •   Runway Video •   Barcode Scanner •   Find In Store •   Reviews •   International •   Gift Lists -‐‑ HOLIDAY

I O S A P P

iOS Apps (iPhone & iPad)

•   Lookbooks/STL •   Editorial Videos •   Animated GIF (product shots on PA) •   Runway Video •   Barcode Scanner •   Reviews •   International •   Gift Lists -‐‑ HOLIDAY

I O S A P P • B A R CO D E S C A N N E R

I O S A P P S • LO O K B O O K S

•   Lookbooks/STL •   Editorial Videos •   Animated GIF (product shots on PA) •   Runway Video •   Barcode Scanner •   Find In Store •   Reviews •   International •   Gift Lists -‐‑ HOLIDAY I O S A P P S • E D I TO R I A L V I D E O S


•   Lookbooks/STL •   Editorial Videos •   Animated GIF (product shots on PA) •   Runway Video •   Barcode Scanner •   Find In Store •   Reviews •   International •   Gift Lists -‐‑ HOLIDAY I O S A P P S • R U N WAY V I D E O S



I O S A P P S • R E V I E W S



I O S A P P S • F I N D I N STO R E



I O S A P P S • I N T E R N AT I O N A L



IOS APPS • GIFTLIST

I P A D S I T E

iPad Site (safari) •   Adapting Mobile Development •   Show editorial feature with hotspots •   FIND IN STORE •   WAIT LIST

I PA D S I T E • D E V A DA PTAT I O N

I PA D S I T E • E D I TO R I A L / H OT S P OT S

•   Adapting Mobile Development •   Show editorial feature with hotspots •   FIND IN STORE •   WAIT LIST

I PA D S I T E • WA I T L I ST

iPad Site (safari)==

•   Adapting Mobile Development •   Show editorial feature with hotspots •   FIND IN STORE •   WAIT LIST

I PA D S I T E • F I N D I N STO R E

S T O R E A S S O C I A T E S

I O S A P P S

Store Wifi

•   Jordan to send screen shot

S T O R E W I F I

B A C K E N D C H A N N E L S


M O B I L E C L I E N T E L I N G

CC A

F I N D I T

M O B I L E P O S

M Y S A L E S

t

STO R E F U L F I L L-

M E N T

Backend Channels– where we are today




CC A

F I N D I T


M O B I L E P O S


M E N T t

M Y S A L E S




CC A

M O B I L E P O S


M E N T

M Y S A L E S

F I N D I T




M O B I L E P O S


M E N T

M Y S A L E S


F I N D I T


CC A




M E N T

M Y S A L E S



CC A

F I N D I T

M O B I L E P O S

Store Fulfillment (Locator)

•   Show screenshot of locator on iPad (Roger to send nice images)

S T O R E F U L F I L L M E N T

Store Fulfillment (Locator)

•   Show screenshot of locator on iPad (Roger to send nice images)

STO R E F U L F I L L M E N T

STO R E F U L F I L L M E N T

M Y S A L E S

People Sales

•   Complete drilldown to SA level

A S S O C I AT E S A L E S

•   Complete Store Overview

•   Live Sales –   Today’s sales update every 2 minutes.

M E R C H A N D I S E S A L E S

Accounts & Emails

•   Used for performance and recognition

ACCO U N T S & E M A I L S

Mobile POS

•   Roger to send bullets and screen shots

M O B I L E P O S

M O B I L E P O S

I PA D S O N T H E S E L L I N G F LO O R

A L LO W S A S S O C I AT E S TO P H OTO G R A P H M E R C H A N D I S E A N D S H A R E W I T H C L I E N T S

C A M E R A

Camera

The iPad has forward and rear facing cameras, and can be used to take photos of

merchandise that you wish to share with your clients.

Photos

The Photos application is used to manage photos taken with the iPad and allows you to email them to your personal email.

Map

s

Maps can be used to provide directions for your client or to find locations/addresses of local businesses or services for your client.

iBoo

ks

iBooks is Apple’s e-book application. Documents in the PDF format can be saved into your iBooks Library.


A L LO W S A S S O C I AT E S TO G I V E C L I E N T S D I R E C T I O N S

M A P S

Camera

The iPad has forward and rear facing cameras, and can be used to take photos of

merchandise that you wish to share with your clients.

Photos

The Photos application is used to manage photos taken with the iPad and allows you to email them to your personal email.

Map

s

Maps can be used to provide directions for your client or to find locations/addresses of local businesses or services for your client.

iBoo

ks

iBooks is Apple’s e-book application. Documents in the PDF format can be saved into your iBooks Library.


A L LO W S A S S O C I AT E S TO E M A I L C L I E N T S P H OTO G R A P H S

P H O T O S


D O C U M E N T S / P D F S I N L I B R A RY

E - B O O K S

I PA D S O N T H E S E L L I N G F LO O R • L I N K S & A P P S

S A K S STO R E W E B S I T E

CC A M B A S S A D O R

S A K S P OV

ST Y L E . CO M

Saks Stores Website

Link to site, including Calendars

ccAmbassador

Link to the ccAmbassador Web Application. ccA Login and Password are required. Note: Some features may not be functional or may function differently than they do

on a POS terminal or PC.

Saks POV

Link to Saks Fifth Avenue’s own website. SaksPOV is presented as a portal to

present fashion lifestyle content and to engage with our customers. Saks Facebook

Link to the Saks Fifth Avenue profile on Facebook – see what is being posted and

talked about by both Saks Fifth Avenue and our customers. Saks Twitter

Link to the Saks Fifth Avenue Twitter feed - see what is being posted and talked

about by both Saks Fifth Avenue and our customers. Style.com

Application provided by the fashion website Style.com. This application provides

access to images and streaming videos from runways shows and other events. Google Translator

Application providing free translation service. Translate word and sentences into more than 50 languages.

I PA D S O N T H E S E L L I N G F LO O R • L I N K S & A P P S

S A K S FAC E B O O K

S A K S T W I T T E R

G O O G L E T R A N S L ATO R

Driving Engagement

•   How are we engaging users in the mobile channel

D R I V I N G E N G A G E M E N T

M O B I L E F R I E N D LY E M A I L T E M P L AT E S

SMS Campaigns

•   Show iPhone only

P U S H N OT I F I C AT I O N S • S M S A L E R T S

PA S S B O O O K

iOS Updates

•   Deliver new features •   Content Updates •   Keep things fresh

I O S U P D A T E S

D E L I V E R N E W F E AT U R E S CO N T E N T U P DAT E S

K E E P S T H I N G S F R E S H

Takeaways

•   Jordan and Roger to supply content T A K E A W A Y S E M B R AC E T E C H N O LO G Y

C H A N G E STO R E C U LT U R E A L LO W 2 4 / 7 ACC E S S

I D E N T I F Y G R O W T H O P P U R T U N I T I E S T E ST A N D R E F I N E

T H A N K Y O U

saks mobile: construindo uma estratégia omnichannel

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