Windsor Store’s Manager of eCommerce Operations, Kristy Sexton, shares her thoughts on growing eCommerce, including the value that personalization provides to the brands customers through both online and offline experiences.
Here are 3 quick highlights from the chat with Magnetic CEO James Green at eTail West 2017. Check out the video to see the full interview.
Windsor Store had tremendous success and growth since its inception, and then eCommerce became a huge channel. The brand and the company was trying to quickly catch up to eCommerce. When a company is running successfully as a brick-and-mortar store and catalog company, it is important to energize the company to understand the benefits of digital experience as a platform as well.
When trying to kick-start eCommerce, always think mobile first, and always think customer first. At Windsor Store, the eCommerce side of the business saw that the customer base was growing. The surprise was that the growth was not just with the core offering of evening dresses, but in other categories – such as separates, shoes and day dresses. These are all items that the stores didn’t have.
Another reason for extraordinary growth of the business was the “mobile first” approach. Customers want to get the information they want right away, so they go online, and they use their mobile phone to search. Windsor Store found that people would physically be in the store and they would pull out their mobile phones to check out similar items. This “mobile first” approach makes it easy for customers to stay engaged with the brand.
The biggest eCommerce challenge Windsor Store faces is marrying and mirroring in-store and online customers. For so many years, Windsor store only had customers in-store, and now those customers are moving online. The company is centered around inspiring women to shop and feel beautiful, and whatever channel works for them – whether its online, in-store, on a mobile device, or through social – it shouldn’t matter. It should all feel like Windsor Store — not a brick-and-mortar store, not a catalog, not a website, but ONE brand.
Kristy’s advice: Be 100% omni-channel. Be everywhere to everyone, and target them online, on the street, in a store, and on their mobile phone.
Everyone is talking and excited about really deep personalization, and Windsor Store wants to be a part of this. We want to really know our customer. We want to create a holistic, personal way to approach and know our customer. Not just the “we know you shop for black dresses” kind of personalization. Windsor Store wants to know exactly what you’re looking for, and why. Shopping is an emotional experience and Windsor Store is looking forward to tapping into that deep connection with a customer.
Product recommendations is another key area Windsor Store is looking to grow. The company wants to know who is price sensitive vs. brand sensitive, who shops only on Saturdays, etc. This type of psychographic information is a huge revolution in the way we market to our customers. Having the ability to drill down into that customer is of critical importance.
In the end, success will be defined by the way we give our customers an authentic experience and communicate to them in the way they want, not by what channels we confine them to.
Want more content from eTail West? Check out our fireside chat with Walmart’s VP & GM of Home or the panel discussion on holistic customer experiences in an omni-channel marketing world.