Retail TouchPoints 2014 Channel Innovation Awards

For the fourth year, Retail TouchPoints is proud
to present the Channel Innovation Awards. This
award program is designed to honor retailers who
are achieving cross-channel success in today’s
challenging retail environment.
2014 Channel Innovation Award winners will
demonstrate achievements in some or all of the
following areas:
• Sales gains, particularly within emerging channels
• Meeting consumer demands with convenient
cross-channel shopping opportunities
• Cross-channel marketing
• Customer recognition, including social
media feedback
• Technology innovations
This year’s 10 winners run the gamut of industry
segments, from apparel and toys to wine and home
improvement products. They are both U.S. and
internationally based retail companies. Most of the
winners are selling their products via both brick-and-
mortar and e-Commerce web sites, in addition to
mobile web sites and other channels.
The 2014 winners’ latest efforts are centered on
improving the business through targeted channel
strategies. Those strategies feature in-store mobile
and digital technology innovations; social media
efforts; personalization programs and more. All
winners are successfully integrating the benefits of
successful channel marketing and services to their
customers, and delivering impressive results.
We know you will be as impressed with the 2014 CIA
winners as we are!
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
2 • Channel Innovation Awards
2014 retail touchpoints channel innovation awards

2014 retail touchpoints channel innovation awards
Platinum Winner: Stage Stores. . . . . . . . . . . . . . . . . . . . . . 4
Platinum Winner: Clarks Footwear . . . . . . . . . . . . . . . . . . . 5
Gold Winner: bebe. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Gold Winner: Build.com. . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Silver Winner: Toys R Us Canada. . . . . . . . . . . . . . . . . . . . 8
Silver Winner: Kidrobot . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Silver Winner: Sears. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Bronze Winner: B&H Photo . . . . . . . . . . . . . . . . . . . . . . . 11
Bronze Winner: Wine Enthusiast. . . . . . . . . . . . . . . . . . . . 12
Bronze Winner: Country Club Prep. . . . . . . . . . . . . . . . . . 13
platinum
gold
silver
bronze

Stage Stores offers moderately priced, nationally
recognized brand name apparel, accessories,
cosmetics, and footwear. The company has stores in
40 states and approximately 14,500 employees. The
Houston, TX-based company operates the Bealls,
Goodys, Palais Royal, Peebles, and Stage brands.
Steven Hunter, EVP and CIO, led several major IT
implementations in 2013 to improve the company’s
ability to provide a seamless online-to-store
shopping experience that meets and exceeds
customer expectations.
Within a six-month timeline, the company replaced
its legacy online platform with a new best in class
e-Commerce platform that provided a better, more
personalized customer experience while doubling
the number of products available (the company
continues to add products to the site in 2014). The
site went live without issues in about six months
and in time for the 2013 peak holiday selling period.
Stage Stores’ cloud-based e-Commerce platform
is designed to mirror as closely as possible the
company’s store experience while supporting the
company’s omnichannel strategy, including direct-to-
consumer sales.
The new e-Commerce site is integrated with the
company’s Order Management System which
provides company-wide visibility into inventory across
its entire network. Additionally, this functionality gives
Stage the ability to provide customers Buy Online/
Ship in Stores and cross-store fulfillment.
Stage also implemented a new POS Direct-to-
Consumer solution that is integrated with the new
web site, making previously “online-only” inventory
visible to store employees. Associates can fulfill
requests for products and sizes not carried in stores
in support of Stage Stores’ “endless aisle” strategy to
better serve customers.
The company also is implementing a new workforce
management solution from Reflexis Systems to
better align work schedules with customer demand
(right person working right time), control labor costs,
and increase efficiency (e.g., store managers freed
of the hours per week they previously spent writing
the weekly schedule). The system’s new Employee
Self Service module will enable employees to view
schedules online and receive alerts about changes,
improving associate satisfaction.
Lastly, Stage recently completed the implementation
of a store-level pricing system using SAS
Optimization technology that assigns pricing to items
at a store/item level based on individual store and
customer demand. This functionality gives Stage the
ability to drive sales and save margin dollars.
it transformation prepares stage stores for
omnichannel success
COMPANY NAME: Stage Stores
WEBSITE: www.stagestores.com
NUMBER OF STORES: 900+
ANNUAL REVENUE: $1.6 billion in 2013
fiscal year sales
platinum winner

clarks boosts shoe sales with video
Clarks was able to implement a modern and holistic
online video program to educate and engage online
shoppers and ultimately to drive significant sales. With
strategic high quality video, Clarks was able to engage
nearly 10% of its online shoppers, and those 10%
were five times more likely to translate to purchase.
“Video clearly has value – both to our consumers
who can acquire the information they seek to guide
them to purchase, and to Clarks for its significant
return on investment,” said Rick Almeida, Director of
E-commerce at Clarks Americas.
Working with Invodo, Clarks introduced online
product videos, distributed across product pages
on the Clarks USA web site. The content of these
videos was carefully planned to demonstrate the
value, features, and benefits of the shoe as it would
apply to the consumer lifestyle in a more meaningful
and complete way than text descriptions or still
photography. Actors in the videos were carefully
selected to fit the brand identity, and used a
conversational tone while focusing on the benefits
of each item.
With a strong emphasis on creating an enjoyable
in-store shopping experience through knowledgeable
and friendly employees, Clarks aimed to transfer
a similar experience to its online channel to
increase sales and customer satisfaction. Given
the limitations of shopping for shoes online, that
was quite the challenge. The videos developed
using Invodo’s holistic video platform and strategic
direction ultimately provided customers with a virtual
omnichannel shopping experience, in terms of not
only seeing the shoes in real world situations, but
also giving them something to engage with.
Thanks to Invodo’s advanced analytics engine,
Clarks was able to gain powerful insight into how
shoppers interact with video and how the program
influences their purchasing decisions. The bottom
line for Clarks was that shoe shoppers engage
with video. Invodo’s Conversion Tracking™ and
Watch Metrics™ features showed that nearly 10%
of visitors to Clarks USA product pages viewed
videos, and that 3 out of 4 viewers watched to 90%
completion. Shoppers who watched videos were 5
times more likely to make a purchase.
COMPANY NAME: Clarks Footwear
WEBSITE: www.clarksusa.com
ANNUAL REVENUE: £1,433m for fiscal
year ending 1/31/13
platinum winner

mobile drives omnichannel achievements at bebe
In 2013, bebe embarked on a multi-channel
rebranding effort, focusing on a unified customer
experience by aligning messaging and unique
shopping offerings across channels. With the
rebrand, bebe experienced a surge in sales and a
massive shift to mobile. No effort was exclusively
mobile; all efforts were omnichannel considerations.
Since the rebrand, bebe’s mobile app visits have
grown 80%, and, during holiday, m-Commerce sales
have grown 267% — more than 9 times the industry
benchmark. Weekly visits increased by 70%, and
in-app actions more than doubled — indicating twice
the level off user engagement post re-branding. The
mobile percentage of total digital visits reached 27%
— a 200% increase over 2012. The average app
review in both Apple and Google Play stores is now
4.5 stars.
Bebe’s unique shopping offerings are now replicated
across all channels, so a customer will encounter
the same brand experience whether she is shopping
via mobile, online, or in-store. Shoppers can redeem
in-store coupons directly from their smartphones.
The mobile experience includes local inventory
lookup and full integration of club bebe, the retailer’s
loyalty program. Bebe’s app is integrated with Apple
Passbook, where customers can access both special
offers and their loyalty card.
Bebe has infused mobile into brick-and-mortar
locations. The retailer uses geo-fencing to send
customers targeted offers via push notification
when they are near a store, and its in-store
network technology is beacon-enabled to provide
the ultimate personalized shopping experience.
This year, customers will have the ability to further
engage with the brand by opting into Bluetooth low
energy (BLE) communication (beacons) when they
enter a bebe store.
Bebe utilizes a breadth of reporting and monitoring
tools across channels, including Omniture, Keynote
and GPShopper Analytics. Tracking metrics include
in-app engagement, vicinity tracking (how many
users engage with the app within a set proximity of
the store), push notification performance, location,
and traditional e-commerce metrics. Bebe’s location-
based reporting features require explicit user opt-in
to ensure customer safety, security and trust.
Technology integrations such as PayPal, social,
Micros (commerce), multi-channel reporting (including
Omniture integration), account management and
purchase history allow bebe to tailor the individual
customer experience. QR code scanning at registers
drives mobile engagement among both shoppers and
employees within store locations, speeding club bebe
cardholder recognition and redeeming coupons from
a smartphone.COMPANY NAME: bebe
WEBSITE: www.bebe.com
NUMBER OF STORES: 312
ANNUAL REVENUE: $485 million
gold winner

build.com expands with third-party marketplaces
Build.com is an Internet Retailer Top 100 company
and the largest home improvement retailer without a
brick-and-mortar store. The company was created
by Christian Friedland in 2000 as his master’s project
at California State University. Build.com now offers
more than 700,000 brand-name products in a variety
of home improvement categories.
Build.com has continued to grow since its inception,
but most recently the company has seen a 580%
YOY increase in sales on online marketplaces. Build.
com has developed a solid foundation on Amazon,
eBay, Newegg and Sears to complement its digital
marketing strategy. The company also recently
launched on Rakuten.com Shopping. Additionally,
as cross-border trade continues to increase across
the e-Commerce industry, Build.com is exploring
several opportunities to sell internationally through
marketplaces such as MercadoLibre. Because of its
success on marketplaces and rapid growth in the
past year, Build.com’s marketplace division is now
the fastest growing department in the company.
To ensure quality customer service, Build.com
employs 155 product specialists who are easily
accessible via phone and through the company’s Live
Chat support program; these two channels represent
approximately 40% of Build.com’s annual revenues.
Build.com complements its performance on
marketplaces with a comprehensive digital marketing
strategy that focuses on selling products via
comparison shopping engines (CSEs), PLA’s and
through affiliate partnerships. Build.com increases
the visibility of its products by sending its product
feeds to CSEs, resulting in an increase in revenue.
Through its digital marketing efforts, Build.com gets
tens of thousands of visitors each day and processes
hundreds of thousands of orders a month.
The Build.com Marketplace Team will run the
same promotions on Amazon and eBay that are
currently being run on Build.com’s flagship web
site. Marketplaces are a key channel component
for and represent roughly half of the new liquidation
business’s revenue.
Having already developed a strong relationship with
ChannelAdvisor through ChannelAdvisor Digital
Marketing, Build.com wanted to test the waters
with ChannelAdvisor Marketplaces to expand its
online presence and reach more customers more
efficiently. Build.com employed ChannelAdvisor
Marketplaces, allowing the company to automate
its product data feeds and listings, monitor product
quantities and streamline its fulfillment process
through ChannelAdvisor’s unified platform. Selling
on marketplaces complements Build.com’s digital
marketing strategy by accelerating the company’s
online growth and expanding its consumer base to
shoppers who wouldn’t have visited the company’s
web site directly.COMPANY NAME: Build.com
WEBSITE: www.build.com
NUMBER OF STORES: 0
ANNUAL REVENUE: N/A
gold winner

toys r us canada grows e-commerce while
boosting in-store offerings
Toys R Us Canada’s e-Commerce business has grown
by between 25-30% each year for the past three years
and is on pace to do so again in 2014. Additionally,
mobile (tablet and phone) revenue is up more than
50% and now accounts for between 20% and 25% of
Toys R Us Canada’s e-Commerce revenue.
Toys R Us Canada is taking advantage of cutting edge
technology to create unique shopping experiences for
its customers both in-store and online:
CROSS-CHANNEL:
• In-store kiosks to offer shoppers access to their
national registry and wish list program
• Tablets for in-store associates to enable them to
lookup product information and place orders for
products not in the store giving customers access
to an endless aisle, with the offer of free shipping.
• Reserve online pick up in store functionality
ONLINE:
• Mobile web site driving more than 20% of revenue
• Dedicated store on eBay Canada Marketplace
• Ability to create and manage online registry and
wish list
• Online personalization via Monetate
• Ask Emma Q&A functionality
• Digital gift cards to make gift-giving easy!
FULFILLMENT:
• Ship-from-store
• Drop ship
• In-store pickup rolling out in 2014
Babies R Us Canada 15th Anniversary Sale Cross
Channel Program: BRU wanted to raise awareness of
their upcoming 15th Anniversary. They created a 15
Day sale event to give back to their loyal customer
base who has been shopping with them throughout
the years. Each day a new, high demand product
was featured on site and also across digital channels
and In-Store to create engagement and keep
customers returning to the site/store.
360 DEGREE PLAN ELEMENTS INCLUDED:
• Daily Customer Emails to their database, with
particular focus on their most engaged user base
• Customized audience segmentation plan
• Initially targeting the entire database and then
shifting to focus to loyal customers
• Eventually narrowing the audience to those
customers that opened the prior day’s mailing
• The result was a lower unsubscribe rate and a
higher conversion rate on the daily deal
• Paid Search Support – Dedicated ad copy
and Sitelinks
• Retargeting Display campaign focusing on the
15 days of daily deals
• Affiliate Channel Newsletters and a Homepage
presence on the high reaching RMN.CA
• Continuous Homepage presence – Desktop /
Tablet and Mobile
• Viral video
• Social presence / posts– BRU Canada
Facebook / BRU Canada Twitter accounts
• In-Store / POS activations
COMPANY NAME: Toys R Us Canada
WEBSITE: www.Toysrus.ca
ANNUAL REVENUE: N/A
silver winner

improved search delivers sales growth
for kidrobot
Working with SLI Systems, Kidrobot improved
search, integrated social content and increased
SEO and site traffic after implementing SLI Systems’
e-Commerce acceleration solutions:
• Orders on Kidrobot.com increased 13% with
SLI’s solutions in place;
• Conversions quadrupled for visitors using SLI-
powered search box; and
• Traffic is up and 87% of visitors now find what
they want in the first five site search results.
In November 2013, Kidrobot implemented several
of SLI Systems’ e-Commerce acceleration solutions
— including SLI Learning Search, SLI Rich Auto
Complete and SLI Site Champion – to improve the
relevance of search results, integrate social content
and video into search and drive more traffic to its site.
Learning Search has created a better overall user
experience, and when visitors use Rich Auto
Complete, it opens their eyes to all that we Kidrobot
has to offer – they’re three to four times more likely to
click on a search suggestion.
By automatically presenting relevant products, images
and other information in autocomplete results, SLI’s
Rich Auto Complete helps Kidrobot shoppers identify
the preferred product as quickly as they can type in a
name. SLI Learning Search continually increases the
relevancy of search results by learning and improving
based on users’ site activities.
Kidrobot gives its products unique names, and it
used to be that if customers didn’t get the spelling
correct for an on-site search, they wouldn’t find the
product they were looking for. Visitors would search
for something as simple as a t-shirt and get one result
when in fact the site offers over 20 t-shirt styles.
Chris Munro and team turned to SLI Systems
because its hosted site search solution uniquely
met all of Kidrobot’s business requirements, and
then some. SLI also incorporates Kidrobot’s videos,
Instagram posts and other social media content into
site search results pages. That is important for the
brand given the high volume of activity on social
media channels among its fans — for example,
Kidrobot frequently sees more than 1,000 Likes on
Instagram posts and more than 10,000 views of its
YouTube videos. Such popular social content often
cements a shopper’s buying decision, resulting in
more orders. Showing Vimeo and YouTube videos
through its site search was something Kidrobot
couldn’t do before SLI, as its custom-built platform
could not support it.
COMPANY NAME: Kidrobot
WEBSITE: www.kidrobot.com
NUMBER OF STORES: 3
ANNUAL REVENUE: $15-30 million
silver winner

Sears Creates Integrated Cross-Channel
Business Model
Sears Holdings is changing from a traditional retail
business model, into a member-centric business
model which leverages data and technology platforms
to provide benefits to its loyalty members through
Integrated Retail, with the goal of building lasting
relationships with members, not just transactions.
SEARS HOLDINGS IS POSITIONED TO PROVIDE AN INTEGRATED
RETAIL EXPERIENCE BY LEVERAGING STRENGTHS SUCH AS:
• More than 1 billion visits per year to stores and
online;
• 14 million member homes;
• 60 million interactions each year in call centers;
• More than 120 million products online;
• A robust supply chain that connects all these
channels, and can ship the most in-demand
products to 99% of the country in two days or less.
Today, 60% of Sears online transactions are
multichannel transactions and more than two-thirds
– 69% – of all transactions at Sears and Kmart were
made by Shop Your Way members in 2013.
Buy online pickup in-store, initiated in 2001, has
evolved to include same-day pickup, giving members
online access to inventory on store shelves and today
is backed by a “Ready in 5” guarantee.
OTHER SEARS INNOVATIONS INCLUDE:
• Returns and exchanges that can be initiated online
and completed in store in less than five minutes
• Transitions from physical receipts to eReceipts,
paper coupons to eCoupons, and POS
checkout to mobile checkout
• Shopping Recap – allowing associates to send
an email recap of products they showed to
members in-store…providing a direct link to the
product for more information and to buy when
they’re ready.
• Digital signs to replace paper signs and RFID
to improve inventory management (both in a
limited, but rapidly expanding, number of stores)
IN 2014 SEARS LAUNCHED ADDITIONAL SERVICES FOR OUR
MEMBERS INCLUDING:
• In-vehicle Pickup – powered by the Shop Your
Way mobile app, this service enables members
to pick up their online purchases at any Sears
store within five minutes of arrival, without ever
leaving the car
• Get Advice and Member Assist -- Get Advice
allows members to post product-related
questions and get answers from any of
thousands of Sears’ knowledgeable associates
across the country. Member Assist, an
innovative crowd-sourced approach to customer
service, lets members tap the millions-strong
Shop Your Way community for help.
COMPANY NAME: Sears Holdings
WEBSITE: www.searsholdings.com
NUMBER OF STORES: 2,400+
ANNUAL REVENUE: $39.9 billion
silver winner

b&h photo focuses on omnichannel fulfillment
Since B&H implemented the CBX Vendor Portal, the
photo and video retailer on-boarded nearly 1,000
vendors and continue to add approximately 10 new
vendors each week. With no additional headcount,
B&H has seen a significant rise in transactional
accuracy of 3-way matching, much fewer stock outs
on popular consumer items and consistent adherence
to compliance standards. Vendors are benefiting as
well in being able to better support the omnichannel
fulfillment strategies required including ship-to-DC,
ship-to-store, drop shipment and cross-dock.
The new vendor portal is available to all vendors
in the cloud. The concept of the portal itself does
not speak to the innovation of the strategy. Many
retailers attempt to provide an automated transaction
capability to vendors and they invoke mandates for
vendors to become compliant. Typically, adoption is
low and vendors avoid the “mandate” because the
retailer forces the vendor to seek out, implement and
incur the cost of their own solution. B&H utilizes a
“retailer-sponsored” model and provides the platform,
access and training to their vendors at no cost.
The portal facilitates requirements for day-to-day
functions such as ordering, inventory management,
shipping advice and invoicing. Additionally, the
portal serves as a central repository for compliance
documentation such as factory audits, inspections,
commercial agreements and digital assets.
Global sourcing and fulfillment involves many
activities and transactions between large teams
of stakeholders within a retailer’s operation as
well as the vendors and factories that serve them.
Vendor performance has a direct and lasting impact
on a retailer’s ability to deliver the best possible
product offering; on time, on trend and on budget.
In addition to requirements on vendors in the
production and order process, retailers must also
manage compliance of social, ethical and safety
issues such as child labor, clean working conditions,
discrimination, shift length, fire protection and
structural integrity.
Effectively managing a large number of
geographically dispersed vendors across multiple
time zones and countries requires consistent
processes that support regular communications and
enable collaborative relationships. Managing this
information exchange without the right tools can lead
to inefficiency, errors and delayed product delivery.
COMPANY NAME: B&H Photo
WEBSITE: www.bhphotovideo.com
NUMBER OF STORES: 1 superstore in NYC
ANNUAL REVENUE: $1 billion+ (estimate)
bronze winner

wine enthusiast tracks the path to purchase
As a hard-core catalog company, the marketing
team at Wine Enthusiast strives daily to ensure
that the catalog offering is synchronized with the
company web site, ensuring that the channels are
properly aligned together. Wine Enthusiast also has
a very large phone channel, so the web actually
encourages people to call in and close their orders
there 24 hours a day.
Partnering with Convertro, Wine Enthusiast
implemented a multi-touch attribution and optimization
solution that tracks the path to purchase for Wine
Enthusiast customers across all touch points and
pulls actionable insights from that customer data.
Convertro tracks each engagement and uses that data
to attribute proper credit to each piece of the puzzle.
From there, Convertro optimizes the campaigns
accordingly to ensure each channel results in the
greatest possible return on investment (ROI).
For example, the Wine Enthusiast call center is
central to its marketing efforts. The company
employs eight wine storage consultants in a call
center at its headquarters in upstate New York, and it
is a highly important channel for Wine Enthusiast, as
the average order among customers that speak with
the contact center is $500. During calls, shoppers
often are looking for advice on big-ticket purchases,
such as wine storage.
In order to tie its digital marketing with the telephone
channel, Wine Enthusiast works with Convertro. A
pixel is added to all order confirmations that come
through the Wine Enthusiast call center. Once the
order confirmation is activated, it sends a signal back
to Convertro, which then matches that phone order
back to the customer’s web activities. This data
enables Wine Enthusiast to confidently defend its
call center channel, as it found that there was a 15%
incremental lift of online programs driving customers
to dial the call center. Therefore Wine Enthusiast is
able to connect the dots between a customer that
Googled “wine refrigerator” and made the purchase
over the phone.
Wine Enthusiast also uses Convertro to measure
display and paid search, but some of the best
insights Wine Enthusiast discovered among its
cross-channel campaigns relate to coupon affiliates.
Convertro showed Wine Enthusiast that it was
wastefully using affiliate sites for coupon that weren’t
driving any conversions. After adjusting the marketing
spend away from those inefficient channels, Wine
Enthusiast saw a 16% increase in holiday revenue
and an overall increase in ROI of 49%.
COMPANY NAME: Wine Enthusiast
WEBSITE: www.wineenthusiast.com
NUMBER OF STORES: 0
ANNUAL REVENUE: N/A
bronze winner

niche online seller taps targeted customer base
Country Club Prep Co-Founders Matt Watson and
Steve Glasgow have created a niche by bringing
brands together to sell to a very specific target
audience: “preppy” shoppers. The online store is filled
with more than 100 preppy-oriented fashion brands.
Watson and Glasgow discovered that customers
prefer customization as much convenience will not
only spend more when they have access to multiple
retail brands in one place — they become an even
more loyal customer to the online store. Rather than
spend time shopping individual sites, Country Club
Prep customers can spend less time and money
(thanks to lifetime free shipping) buying the style and
category of clothes they want. In fact, Country Club
Prep has seen frequency of repeat business increase
annually, with customers making repeat purchases 3
or more times throughout the year.
Country Club Prep, experiencing 600% yearly growth
in sales since its launch in 2012, is a trailblazer in
truly customized e-Commerce. In addition to the
one-stop-shop convenience for customers, Country
Club Prep’s retail brand partners such as Southern
Proper see an increase in their sales from those
customers who are more brand-loyal than style-
loyal, while smaller, newer brands receive exposure,
marketing and reach larger audiences.
Country Club Prep also capitalizes on social channels
by engaging brand ambassadors — customers who
represent Country Club Prep as the face of the brand
offline, at relevant and timely events.
Brands like Lauren James, Blankenship Dry Goods
and 39th Parallel have smaller marketing budgets,
and in turn, have limited reach to their target
audience. Now through Country Club Prep, any up
and coming fashion label that meets the preppy
style criteria has the ability to reach customers who
are already proven to prefer this specific style by
visiting, engaging and buying from countryclubprep.
com. Without this channel, these retail brands
would not reach as much of their target audience,
completely miss their niche customers, or, even
worse, remain unknown (and ultimately, irrelevant)
on search engines.
COMPANY NAME: Country Club Prep
WEBSITE: www.countryclubprep.com
NUMBER OF STORES: 0
ANNUAL REVENUE: $5.5 million
bronze winner

about retail touchpoints
Retail TouchPoints is an online publishing network for retail executives, with
content focused on optimizing the customer experience across all channels. The
Retail TouchPoints network is comprised of a weekly newsletter, special reports,
web seminars, exclusive benchmark research, an insightful editorial blog, and a
content-rich web site featuring daily news updates and multi-media interviews at
www.retailtouchpoints.com. The Retail TouchPoints team also interacts with
social media communities via Facebook, Twitter and LinkedIn.
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