The ability to evolve a business to meet the needs and wants of the customer typically defines the leaders from the laggards. In retail, the evolution cannot be more pronounced than providing the ability for shoppers to experience the brand seamlessly across channels. RIS, in conjunction with a panel of industry expert judges, has announced the winners of the 10th annual Fusion Awards for 2013, including Cross-Channel Customer Experience, Cross-Channel Innovation, Mobile Engagement and Mobile App of the Year.
Cross-Channel Customer Experience: Best Buy Canada
No segment in retail is more prone to showrooming than consumer electronics, so Best Buy Canada is fighting back by arming sales associates with the same or better pricing info as customers. Associates have the ability to begin shifts by checking big ticket or promo items to see how the pricing compares to competitor pricing. During customer engagement, they can check pricing on a mobile device, determine if they have pre-authorization for price matching and offer the customers a better price, turning potential showroomers into buyers. Stores have reported winning business over major competitors such as NCIX, Walmart and Visions. Early benefits include providing an improved, quicker response to price matching requests, reduction in price matching errors now that sales associates have access to more pricing data, and customers can have better trust in purchasing decisions, thereby improving the shopping experience. The retailer is working with the 360pi on the application.
Cross-Channel Innovation: David's Bridal
David's Bridal installed a new order management system across its network to view real-time inventory availability information across all of its channels, allowing e-commerce, store and call center operations to work from a single view of the network. This results in customers being served with more helpful information to ensure a high level of service. The retailer is now looking to use the solution's cross-channel returns management capabilities to enable seamless post-purchase experiences.
"Our business is founded on offering brides the widest variety of products always delivered on time for her big day, no matter how she chooses to shop with us: online, in our stores, or by phone. It’s critical that we have one system we can rely on to provide inventory availability and manage orders across our network," said Caryn Furtaw, chief information officer, David's Bridal. The solution is being driven by Manhattan Associates.
Mobile Engagement: Cabela's
Cabela's is at the forefront of location-based marketing and is a prime example of a retailer who is leveraging mobile to: drive foot traffic via messaging, engage customers while in stores and learn consumer behavior through analytics. Rich push messages to customers as they enter targeted geofences drive customers to the store with mobile offers. After leveraging location technology to communicate with customers in a contextual manner, Cabela's receives high return rates on promotional messages. Leveraging an application called Localpoint, the retailer's rich branded mobile apps can send the right message to the right person at the right time and place, driving foot traffic, increasing conversion and improving customer satisfaction.
Mobile App of the Year: Hy-Vee
The Hy-Vee App is a publically accessible application, delivered by both Apple AppStore and Android Play Store. The app allows consumers to create a personalized shopping experience at Hy-Vee. It helps customers save time, organize shopping trips and learn more about the products and services available at their favorite store.
The app includes a Product Locator to speak or type the name of an item and the app leads the user to its location in the store; an Ad viewer to see what's on sale at for the week and a Shopping List Creator. In addition, the app enables shoppers to order or refill prescriptions, search for recipes and automatically add the ingredients to the shopping list as well pre-order items in the catering or bakery departments. These functions cater to a wide range of customer modes, including Grab-N-Go Shoppers, Deal Hunters, Explore and Discover Shoppers and Budget Shoppers.
For related content:
Nominations Open for 10th Annual RIS Fusion Awards
The Cross-Channel Experience
RIS Fusion Awards 2012