Doing What Big Box Retailers Can`t

Doing What
Big Box
Retailers Can’t
Your Team Today
Troy Barker
Director, eCommerce
Murdochs
Ed Kennedy
Vice President
Techromix
1. About Murdoch’s
2. From Traditional to Modern Retail though
Legendary Customer Experience
3. Step 1: Buy-online, Ship-from store
4. Just getting started…
About Murdoch’s
Murdoch’s Ranch & Home Supply
• 4-States: Montana, Wyoming, Nebraska
and Colorado
• 1,200+ employees
• 29 B&M stores
• Store size: 25k-62k sq. ft.
• 2015: added 3 stores
• 110,000 active SKUs
• Approx. 60-70K active SKUs per store
• 1500+ vendors
Murdoch’s Ranch & Home Supply
Our Customer
• Our customers want products
that are just as hardworking
as they are.
• They value the experience as
much as they do the price.
• They demand great service.
Murdoch’s Ranch & Home Supply
Digital
•
•
•
•
EPiServer Commerce powers
Murdochs.com
Generation 1 launched in 2013
Team of 15 ecommerce marketing,
merchandisers, and IT staff
Partner with Techromix Solutions for
support and development
Murdoch’s Ranch & Home Supply
Business Need
• Become a modern retailer
• Focus on the customer needs
not on the channel
• Expose store inventory to the
• Empower the customer to decide
how they get the product
• Align our messaging across all
channels
Our Challenges in
becoming a
Modern Retailer
Our challenge
Legendary Customer Experience
Who is our consumer?
Meet Sally Saddle
• She is 26 years old
• She does not own a horse but she loves everything about
them
• Many of her friends have horse and she spends her time
with her friends and their horses
• She shops for riding gear, jeans in particular
• Bling is her thing
Sally’s MVP Experience
In-Store Experience
Online experience
• Betsy: “Hi Sally, good to see you.”
• Sally: “Let’s see what new bling jeans Murdochs.com
has.”
• Sally enters “bling jeans” in the search bar.
• Sally: (smiling) “You too. I’m looking for your latest bling
jeans. Anything new today?”
• Betsy: “I just received a new shipment of jeans. When I saw
them I thought of you. I think you will like them. Let’s go take
a look.”
• Sally: “Ugh! What a lame site!”
• Sally: “Betsy, you’re right these are supreme and I look good
in them.”
• Sally gets the results page back and there are a lot of
jeans including men’s.
• See decides to filter by ‘Women's’.
• Betsy: “You do! You know what would really make those
jeans pop?”
• Sally: “A new pair of boots!!”
• Betsy: “Let me show you.”
• … (after selecting a pair of boots, a walk down the equine
aisle with Betsy, Sally purchases 2 pairs of jeans and a pair
of boot).
• Betsy: “Let me help you take these out to the car.”
• Sally: “Thanks Betsy.” (Smiling)
• Sally: “Let’s try jeans.”
• Sally: After playing with the filters on the left hand side,
she eventually gets to all New Arrival Women’s Jeans.
• Sally: “Only one pair?”(Frowning)
• Oh by the way, Sally will most likely not return to the site.
Becoming a Modern
Retailer
by focusing on Legendary
Customer Experience
• We need to think Consumer FIRST
• We need to provide legendary service both in-store and online
• We need to be align to their needs and how they want to shop with us
• Digital must never be an afterthought
• We need to transform and move beyond what we know today
Adjust
Think
Find
Evaluate
Plan
Inspire me
Do
Getting to the MVPs
MVP
Inspire and
Engage
Simplify and Serve
People, Product, and Technology
Objectives &
Approach
Objectives
1. Give the site a fresh look to help
Find/decide/buy product
2. Deliver relevant stories to
consumers (Look-book)
3. Enable buy anywhere (expose
inventory online)
Find
Inspire me
Approach
Business Logic
• Increased inventory =
increased web sales
• Inventory accuracy &
planning
• Online pricing strategy
Operational Readiness
Modern Retail
•Stores compensated for web orders
•Created instore fulfillment training
•Improved backroom procedures
•Eliminated silos between marketing and
ecommerce
•Give consumer ability to buy where they
want (in-store, online, phone)
•Consumer context-driven marketing vs.
product-driven marketing
Technology Foundation
•Implemented OMS
integrated with PIM &
EPiServer Commerce
#1 Give the site a
fresh look
Adjust
Think
Find
Evaluate
Plan
Inspire me
Do
Before
#2 Deliver relevant
stories to consumers
Example 1: Online messaging
aligning with instore
Instore “Look Book”
Example 1: Online messaging
aligning with instore
Online execution
Example 1: Online messaging
aligning with instore
Online execution:
Guiding the
customer to get to
products
#3: Enable buy
anywhere
Example 2: Instore Boot display and
online boot delivery
Instore
Example 2: Instore Boot display and
online boot delivery
Problem: to ship footwear products from stores, manufacturer’s boxes are
thrown away. How do we take a product off the self, sell it, and ship it to a
customer as if coming from the manufacture.
Just getting started
Just getting started
#1 Give the site a fresh look to help Find/decide/buy
product
•
•
Full site redesign
On-site search
#2 Deliver relevant stories to consumers (Look-book)
•
•
•
Upgrade to latest version of EPiServer
Utilize “Projects” and “Commerce Campaigns”
Personalized based on store geolocations
#3Enable buy anywhere (expose inventory online)
•
•
•
•
•
Store optimization
Buy online pick up in store
Reserve online/pick up in store:
Same day delivery: Is this a trend or the future?
Does it make sense to our customers?
Curbside pick up: For what size of orders
Advice/Lessons Learned
Understand your customer
•
•
Talk with customers
•
Speak with associates that speak to customers
•
Analytics
When building consensus paint the vision with examples
•
•
Show, don’t tell
Seek good partners
•
•
You can’t do this alone
Develop and support the right perspective and mindset
•
•
Be flexible and compromise
•
Expect change
•
Growing pains are good
•
Encourage constructive conflict