Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E
"The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand.
Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."
Digital Business Strategy - How Food Brands Compete Through Technology
The Store is Media: Reengineering Frontline Teams for the New Age of Retail
1. #CCS19
The Store is Media:
Reengineering Frontline Teams
for the New Age of Retail
SPONSORED BY:
2. #CCS19
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Andrew Gaffney: @Agaffney
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Retail Prophet: @RetailProphet
3. #CCS19
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5. #CCS19
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17. 76%
10%
5%
4%4%
Amazon Search Engine Brand Website Retailer Website Another Marketplace
Where consumers go when ready to buy a specific product
Feedvisor 2019
51. The Days of the Clerk are Over
• Nearly half of shoppers
(48%) believe that they
typically know more about
a retailer’s product than
the store sales associate
• 67% sometimes have doubts
around whether associates
are telling the truth
52. 0 25 50 75 100 125
Loan Officers
Receptionist and Information Clerks
Paralegals and Legal Assistants
Retail Sales People
Taxi Drivers and Chauffeurs
Security Guards
Cooks/ Fast Food
Computerizable Jobs
Oxford University 2015
54. • Nearly 50% said a knowledgeable store
associate would encourage them to shop in-
store
• 72% that dealt with a store associate who
uses a mobile device to provide things like
product info, credit card checkout, and
inventory look-up, said it resulted in a better
shopping experience
• 73% would be interested in having a store
associate text or email them about the
status of their order or that their order has
arrived in the store
And yet…
Tulip Retail 2018
55. Customer Identification
Customer Engagement
Associate Training and Task
Management
Mobile POS
People who work
with outdated
technology “feel
less productive, are
750% more likely to
be frustrated and
450% more likely to
want to quit.
“
Unisys 2018
56.
57. The Role of People
• Inventory managers
• Checkout processors
• Data gatherers
• Returns processors
• Product trainees
• Brand storytellers
• Product geniuses
• Dynamic problem solvers
• Expert demonstrators
• Goodwill ambassadors
Present Future
59. Service
Priority: 3
Safety
Priority: 2
Products
Priority: 1
Brand
Priority: 4
20%
75%
55%
60%
Service
Priority: 3
Safety
Priority: 2
Products
Priority: 1
Brand
Priority: 4
65%
75%
5%
20%
• New to the company
• Previous experience as
Cashier at another grocery
store
Peter Alice
SUSTAINEDKNOWLEDGE
100% 100%
• 1 year with company
• Changing roles from Stock
Clerk to Cashier
82%85%88% 96% 94%96%93% 86%
Image: Axonify
60. Agency to Provide Discounts and/or Promotions
Career Growth Opportunities
Perks and Benefits
61. 10
30
90
70
50
Projected US Population by Generation
Millions
2016 ‘19 ‘28 ‘36 ‘50
Millennial
Boomer
74
71
Silent
66
23
Pew Research Center 2016
2019 marks the first
year in which
millennials
outnumber baby
boomers in the
U.S.
62. 60.75 63 65.25 67.5 69.75 72 74.25 76.5
They have poor service
They don’t pay employees well
They rely on business practices that are
unethical
CEO paid disproportionately to
employees
Morning Consult 2018
Q: Think of a company you currently buy from. If you found out a
company did each of the following, how much LESS likely would you
be to shop there?
69. #CCS19
Thanks for attending
Catch up on all of the #CCS19 sessions here:
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Hinweis der Redaktion
#CCS19 Giveaway Slide
We’re also hosting a special sweepstakes throughout the week-long series, where attendees can win prizes like Apple Airpods, Starbucks Gift Cards, as well as a free ticket to our annual Retail Innovation Conference in New York City, which will take place in May 2019.Each of you watching already earned one entry into the drawing by registering for this session, and if you’re attending this webinar live right now, you will receive a second entry as well. Throughout the series, you will earn one entry for each CCS19 webinar you sign up for and an additional entry for each session you attend live. We’ll be giving away a total of 5 free tickets and will be announcing a winner each day of the series so be sure to stay tuned in all week long for your best chance to win!
In addition to joining the conversation online and submitting your questions here, we also welcome and encourage you to participate by letting us know how we’re doing. In an effort to constantly improve the level of value we provide to our audience members, we’ve put together a very brief survey that will automatically launch once this webinar session ends. However, you can pull up, complete and submit the survey at any time during this webinar by clicking on the survey icon in the task bar on the bottom of your screen. You can see the survey icon circled here in black on this slide. Before signing off today, please take a moment to complete this quick questionnaire. We appreciate and value your feedback and look forward to hearing from you.
NUMBER OF STORES THAT ARE EXPECTED TO CLOSE IN NORTH AMERICA THIS YEAR.
DATA MIGHT SUPPORT
By 2023: 25% OF ALL US RETAIL
PER MINUTE
LAUNCHED IN BIRMINGHAM
Forrester BY 2017
LEVIS VIRTUAL STYLIST
SENSOR ENABLED PACKAGES AND APPLIANCES
2.3 BILLION IN FUNDING: ALIBABA
ANYTHING YOU WANT. EVEN BEFORE YOU KNOW YOU WANT IT.
BEVY UP and MESSAGE YES
Our adaptive learning engine is the driver behind the continuous, personalized learning that Axonify delivers to your employees on a daily basis.
To illustrate how it works at a high level, here we have 2 new employees, Peter and Alice.
<click>
Knowledge across all 4 of these topics is critical to success as a sales associate. This organization knows that product knowledge is most important to the performance in the role, followed by safety, service and finally brand.
The figures you see here is what we refer to as their knowledge baseline –something that Axonify measures during their first daily training sessions in each subject area. This helps our adaptive learning algorithm understand an individual’s strengths and weaknesses.
<click>
Peter has been with the company for about a year in a warehouse role but is shifting departments to be a sales associate where he’ll be interacting with customers in the storefront. He has a decent baseline knowledge (acquired while in the warehouse) on the products, brand and safety policies and procedure of the company. But because he’s been in the back office, he’s weak in the are of customer service.
Alice on the other hand is brand new to the company and will also be starting as sales associate. She’s a seasoned sales associate bringing with her a solid baseline of safety and customer service knowledge. As she’s new to the company however, she isn’t familiar with the company brand or the specific details around the broad range of products they carry.
<click>
Based on each individual’s strengths and weaknesses along with priority of the training (topic priorities can be set), Axonify’s adaptive learning engine immediately tailors the daily learning experience for both peter and alice. In other words, Axonify starts to adapt learning for each based on their unique knowledge gaps (strengths and weaknesses).
Peter’s daily learning experience will be different than Sarah’s
The end goal is to get everyone to high sustained knowledge across all topics, in the most effective and efficient manner possible in a way that drives business results.
Our Adaptive learning engine goes beyond path-based learning or branching – it’s the pinnacle of personalized.
A study conducted in 2017 by a pharmaceuticals company concluded that not only does this have positive implications for the employer and employee, but also makes a positive difference in customer retention.