{"id":49886,"date":"2020-11-26T17:52:00","date_gmt":"2022-10-18T17:52:19","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49886"},"modified":"2022-10-26T21:42:00","modified_gmt":"2022-10-27T04:42:00","slug":"how-aussie-retail-leaders-have-prepared-for-the-holiday-shopping-season","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/how-aussie-retail-leaders-have-prepared-for-the-holiday-shopping-season\/","title":{"rendered":"Aussie Retail Leaders Prepare for the Holiday Shopping Season"},"content":{"rendered":"\n<p><i>James Johnson, Director \u2013 Retail Industry Strategy, Salesforce<\/i><\/p>\n\n\n\n<p>Many retailers have already adapted to the transformed shopping experience brought on by COVID-19, but this holiday season is adding further challenges. Here are some tips on how to sleigh the silly season.<\/p>\n\n\n\n<p>To gain insights into how businesses can prepare for holiday shopping in the new normal, we tapped into the expertise shared by our Trailblazers at Super Retail Group (SRG) at Salesforce Live for Retail and Consumer Goods.&nbsp;<\/p>\n\n\n\n<p>Here are some of their insights for how retailers can exceed expectations for this holiday shopping season and beyond.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"squeeze-as-much-juice-from-your-platform-as-possible\">Squeeze as much juice from your platform as possible<\/h3>\n\n\n\n<p>Part of SRG\u2019s organisational philosophy is to use AI-powered tools to their fullest potential. As Senior Manager, Omni Conversion and Insights at SRG Ari Friedman says, this means adding the kinds of extras that supercharge the customer\u2019s digital experience. He shared five examples of what this looks like in practice:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Surface more relevant products: During lockdowns, data showed a massive increase in search terms around home fitness, so SRG made sure relevant products were easy to find. AI can use any category like this as a lens through which to help shoppers find the right products, and help retailers provide a more streamlined and relevant experience. &nbsp;<\/li><li>Increase personalisation: Make sure recommendations are presented based on the individual customer\u2019s previous visits and shopper history.&nbsp;<\/li><li>Improve product range discovery: Recommendations should make sense in terms of relevancy and price, and never leave your customers wanting. Show them similar products that also get the job done or guide them to add-ons that will enrich their experience \u2013 think a pair of tongs to go with the new barbecue they\u2019ve just selected, or a barbecue cleaning kit or recipe book.&nbsp;<\/li><li>Make every page count: Even traditionally non-transactional pages can be leveraged to improve the customer experience. \u201cThe store locator page is a high entry point for our website, so we want to be serving up a relevant product experience from the moment our customers see us,\u201d Friedman says. Putting AI-powered product recommendations on this page has been beneficial for them. &nbsp;<\/li><li>Make it easy: Reduce the friction and number of clicks a customer needs to complete their experience. For example, there\u2019s no need for a customer to have to click into the product page of a $10 pair of barbecue&nbsp; tongs to add them to their cart. That\u2019s a quick and easy purchase decision, so let them add to cart without trawling through more pages.<\/li><\/ul>\n\n\n\n<p>They key to getting it right, says Friedman, is relentless testing.&nbsp;<\/p>\n\n\n\n<p>\u201cTest like you\u2019ve never tested before. And share the results \u2013 the successes and the failures \u2013 across all your teams.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"click-collect-scale-and-compromise\">Click, collect, scale and compromise<\/h3>\n\n\n\n<p>\u201cYes, things have changed drastically over the past year,\u201d says Brian Townshend, General Manager, Omni Retail at SRG.&nbsp;<\/p>\n\n\n\n<p>\u201cBut our stores have been and always will be integral to the SRG experience. It\u2019s just that now they are part of our digital omni strategy.\u201d<\/p>\n\n\n\n<p>Renowned for passionate and knowledgeable staff, SRG had to find other ways to keep customers happy and satisfied when they couldn\u2019t have those rich in-store experiences. As highlighted earlier, AI was used to boost the digital experience. But, as Townshend notes, the stores would continue to play a critical and digitally connected role.&nbsp;<\/p>\n\n\n\n<p>\u201cWe very rapidly introduced contact-free click-and-collect in just four days,\u201d says Townshend.&nbsp;<\/p>\n\n\n\n<p>Committed to doing the right thing by its customers and employees, SRG made this a single and unified priority.&nbsp;<\/p>\n\n\n\n<p>\u201cIt was very much around bringing different components of the organisation together \u2013 no silos, no hierarchy,\u201d Townshend says.<\/p>\n\n\n\n<p>However, launching quickly also involved some compromise.&nbsp;<\/p>\n\n\n\n<p>\u201cWe went live on day one without any reporting in place, but we were comfortable with that because it was the right thing to do for the safety of our customers and our team members. Compromise was key for speed,\u201d explains Townshend.<\/p>\n\n\n\n<p>SRG has seen massive growth in online sales over the period of the pandemic \u2013 126% to be precise. When gyms closed, online traffic to Rebel increased 300% overnight.&nbsp;<\/p>\n\n\n\n<p>Also key to SRG\u2019s ability to handle these numbers was the scalability of its platforms. Teams were able to act fast to ensure all the retailer sites were meeting the increased demands placed on them. The lessons learned during the pandemic are ready to be applied over what\u2019s expected to be an unprecedented holiday shopping period.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"safety-first-and-sometimes-simple-is-best\">Safety first \u2013 and sometimes simple is best<\/h3>\n\n\n\n<p>Even as different cities, states and territories are released from varying restrictions and lockdowns, the focus on customer and team member safety remains paramount.&nbsp;<\/p>\n\n\n\n<p>One of the challenges faced by SRG\u2019s Chief Strategy and Customer Officer Katie McNamara and the rest of the Executive Team was to make stores safe and welcoming places for an increasing number of customers returning to bricks-and-mortar shopping experiences as the holiday shopping season approaches.&nbsp;<\/p>\n\n\n\n<p>\u201cHow we manage the space hygienically, making sure team members know exactly how to handle each situation \u2013 from fitting shoes to running the change rooms \u2013 and maintaining that all-important personal connection even when there\u2019s a big pane of perspex at the check out, is crucial to maintaining a safe environment,\u201d McNamara says.&nbsp;<\/p>\n\n\n\n<p>\u201cWe want our customers and team members to feel safe and confident \u2013 that\u2019s how we can best respect and value the voice of the customer.\u201d<\/p>\n\n\n\n<p>Sometimes the simplest solutions are the best ones. For example, when SRG launched its contactless click-and-collect, McNamara says she agonised over how to make sure they were handing the right products to the right customers.&nbsp;<\/p>\n\n\n\n<p>\u201cIt turns out the easiest one from the customer perspective was the best \u2013 have people show their drivers licence through the window,\u201d she says&nbsp;<\/p>\n\n\n\n<p>It seems so obvious, but, as McNamara points out, sometimes you can get carried away with complex solutions. It pays to pause and take a moment to think about it from the customer\u2019s point of view. Straightforward, practical solutions might be just what\u2019s needed to help retailers get through the upcoming holiday shopping season safely and efficiently.<\/p>\n\n\n\n<p>These are just a few of the insights offered by Trailblazers at Salesforce LIVE for Retail and Consumer Goods. For a deeper dive into how you can apply some of the lessons learned during the COVID-19 pandemic to the coming shopping season and beyond, read our <a href=\"https:\/\/www.salesforce.com\/au\/resources\/guides\/2020-retail-holiday-guide\/\" target=\"_blank\" rel=\"noopener\">2020 Holiday Retail Strategy and Planning Guide<\/a>.&nbsp;<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Salesforce Holiday Readiness Guide<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\"><\/p>\n\t\t\t\n\t\t\t\t\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.salesforce.com\/au\/resources\/guides\/2020-retail-holiday-guide\/\" target=\"_blank\" rel=\" noopener\">Read now<\/a><\/div>\n\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/resources\/guides\/2020-retail-holiday-guide\/\" target=\"_blank\" rel=\"noopener\">   <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many retailers have already adapted to the transformed shopping experience. Here are some tips on how to sleigh the silly season.<\/p>\n","protected":false},"author":1,"featured_media":49888,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"4272c3bac46641a084591c898bade739","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2502,2498,2468,2496,2548,2495,2459],"sf_content_type":[],"coauthors":[2454],"class_list":["post-49886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-automation","sf_topic-ecommerce","sf_topic-sales","sf_topic-retail-insights","sf_topic-omni-channel","sf_topic-retail","sf_topic-customer-relationships"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Aussie Retail Leaders Prepare for the Holiday Shopping Season | Salesforce<\/title>\n<meta name=\"description\" content=\"Many retailers have already adapted to the transformed shopping experience. 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