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INCREASING MARKET SHARE

Big Box Retailer 
Customer Segment Strategy | Digital Solution Concepting | Driving Execution

Challenge

 

A major department store’s BOPIS (Buy Online Pickup In Store) offering accounting for 38% of orders broke during the peak period leaving customers without their holiday gifts, damaging the brand. 

 

Approach

 

Provided supply chain & retail subject matter experts to conduct a process analysis of the interconnected retail BOPIS process at a leading department store. Identified key themes and opportunities to improve the end-to-end process, spanning 10+ areas of the business and overall customer experience. Developed a 3-5 year roadmap prioritizing the opportunities and an initial 1 year implementation plan focused on speed to market.

 

Value Delivered

 

•Identified 50 short-, medium-, and long-term opportunities requiring both process and system changes to protect the exponentially growing BOPIS revenue stream of ~$1B.

•After executing the prioritized recommendations, the major department store realized a successful holiday peak season the following year including 45% growth in BOPIS sales.

CHALLENGE

Our client identified a customer segment where they had high potential for increased market share. They needed help building and executing a plan to acquire, engage, and retain those customers.

APPROACH

Understand the Customer: We worked first to understand the market size and potential, the competitive landscape, and the company's assets and capabilities to leverage. We also conducted research to understand customer pain points and emotions throughout their journey through this particular life event. Next, we identified key pain points that competitors were not addressing well. 

Identify the Best Solution: Based on those gaps, we ran a series of workshops to determine potential experience features and flows that would address customer pain points uniquely from the competition. We ran quantitative research to determine what features resonated the most with customers and would cause them to choose and stay with the retailer, and then identified the greatest revenue-driving opportunities within that set, as well as conducting a feasibility assessment. 

Execute: We documented the resulting roadmap and created concepts for key experiences. We built a prototype for the primary experience solution and are in the process of building an innovative digital solution to market test and iterate.

VALUE DELIVERED

A vision, strategy, and roadmap to increase market share.

A new, in-market digital experience to acquire, engage, and retain new customers (in process).

A prototype to use as a communication tool and for usability testing.

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