Oct 15, 2024

Insights From DELIVER America: How Retailers Are Redefining the Customer Experience October 15, 2024 Vanessa Jean Louis In the heart of the bustling retail industry, the DELIVER America conference stands as an unrivaled platform for retailers worldwide to share wisdom, reveal strategies, and forecast the future. At the recent event, RetailWire hosted a series of enlightening conversations with industry trailblazers Jeff Roby from Nike, David Stonich from Gibson, Nicholas Diaz from Lurella Cosmetics, Charles Liu from Away, and Jared Bliese from Houzz. Each brought unique perspectives to the table, painting a broad picture of the retail landscape’s evolving nuances and shaping a roadmap for its future. Nike Riding the Wave of Changing Consumer Habits Jeff Roby initiated these insightful dialogues with a compelling discussion on how a retail titan like Nike is navigating and embracing changing consumer shopping behaviors. Roby acknowledged that the retail industry has been transformed significantly. COVID and Amazon have pushed the barrier of what’s possible today, he noted. This transformation has led to a seismic shift in logistics, with companies like Nike now adjusting their vast distribution networks to cater to individual orders rather than focusing solely on wholesale retail. Roby further highlighted the necessity of implementing these changes from within the organization, emphasizing the importance of creating a rapport with employees. He said, “It’s really just continuing to work with our, we call them our internal athletes, our employees on understanding what are the struggles, the problems that they’re facing on a day-to-day basis.” Despite the world being swept up by the wave of technology and AI in retail, Roby was quick to stress the irreplaceable value of human insights and firsthand experiences in solving real-world problems. Gibson’s Emphasis on Quality and Customization David Stonich, from the highly esteemed Gibson, weighed in on the long-standing debate of speedy delivery against the value of a personalized experience. For Gibson, a brand synonymous with quality and premium offerings, Stonich confirmed that the customized experience is crucial. “Whether it be a guitar amplifier or even gear or apparel, you know, having that personalized experience of being able to be catered to is very important,” Stonich expressed. “And I think that the fast aspect of it takes a bit of a backseat because it’s such a premium product that someone is purchasing.” His comments signaled that in Gibson’s eyes, customers investing in premium products would rather enjoy a tailor-made shopping experience than rush the delivery process, demanding respect for the product’s premium nature. Lurella Cosmetics Harnessing Social Media Nicholas Diaz of Lurella Cosmetics highlighted the essential role social media now plays in modern retail strategies. Diaz’s comments served as a testament to the power of social media in retail, stating, “Social media is an integral part of what we do. It’s involved in every single thing on a day-to-day basis.” He acknowledged that while platforms like TikTok are rapidly gaining traction, retailers must not overlook the tremendous potential of traditional platforms. Diaz stressed that a broad, multi-platform approach is critical for achieving comprehensive brand visibility in today’s competitive market. AI at the Forefront of Away’s Strategy Diving into the technological side of the industry, Charles Liu from Away shared valuable insights into the evolving relationship between AI and retail. Liu expressed, “This is the first time ever you can truly leverage your AI to really, really analyze the data, which can significantly improve how you interact with your customers.” He emphasized how AI has opened doors for brands to personalize customer offerings, optimize supply chains from end to end, and refine marketing strategies based on enriched customer data. The Importance of White-Glove Service With Houzz Rounding off these dialogues with a focus on premium service, Jared Bliese from Houzz stressed the importance of providing “white glove” services for high-end customers. Bliese stated, “One of the things that we’re always trying to offer is an improved white glove experience, right? Full delivery package removal, set up assembly.” While acknowledging the hurdles in providing this elite level of service, he declared such services a necessity in meeting discerning customers’ high expectations. The DELIVER America conference has once again served as a treasure chest of groundbreaking insights from the industry’s frontline. As we maneuver through the shifting sands of retail, these invaluable perspectives will undoubtedly play an instrumental role in shaping our strategies for the future. What remains evident amidst these changes is that successful retail hinges on an understanding of and response to customer needs and wants. Recent News