Today’s connected consumer have more access to information, more knowledge and are more empowered than ever before. To keep pace, multichannel retailers must strive to offer innovative and consistent experiences across every interaction point of the customer lifecycle. This session will focus on how leading multichannel retailers, such as Barney’s New York, kate spade, House of Fraser, Nordstrom, and Tory Burch are successfully driving multichannel operations and consumer experiences utilizing mobile commerce, social commerce, and in-store commerce such as tablet web commerce, mobile point of sale, and tablet clienteling, to bring the next generation of multichannel retail to the new, connected consumer. These slides were delivered at MITX eCommerce Summit on Jan 27, 2011.

1. Enabling Multichannel Solutions
Throughout the Customer Lifecycle
Gary Lombardo
January 27, 2012
Copyright 2012 Demandware, Inc. - Confidential

2. Selected Demandware Customers
Copyright 2012 Demandware, Inc. - Confidential Copyright 2010 Demandware, Inc. - Confidential 2

3. The Shopping Experience Has Evolved
Apple Store iPad
Digital Signage
Barnes & Noble
Nook
Nike Store Inventory
Management
Tesco Augmented
Reality City Sport Tablet Kiosk
3 Copyright 2010 Demandware, Inc. - Confidential

4. Today’s New Consumer Is Connected & Empowered
More Than Ever
Access Knowledge Power
140 million 75% 72%
Number of tweets of people don't believe that of people will share a negative
sent via Twitter each companies tell the truth in online brand experience with
day advertisements friends & family
45% 81%
750 million of consumers ask friends
of companies with strong
Facebook users customer experience
for advice before
excellence execution
purchasing
outperform competition
49% 58%
Use two or more
Between 9 & 15
of US consumers prefer The number of people a
technologies in to do research online
shopping processes dissatisfied consumer will tell
before first purchase about their experience
4
Copyright 2010 Demandware, Inc. - Confidential

5. The New, Connected Consumer Has High
Expectations for Multichannel Commerce
• Push and pull-based interactions
• Access via social communities
Multi-Tiered Facebook
Commerce Strategy
• Relevant and timely promos
Facebook Store
2D Codes: Energizing
Traditional Media
2D Codes
• Returns, exchanges, incremental Aware
purchases
• Automated and personalized 2D
Product, warranty & service: • Price and promotion transparency
communications codes • Customer profile and information
2D Codes
Loyalty Discover • Product design and configuration
• Installation, repair, and warranty
services
Location-aware SMS alerts
Purchase Engage Buy In-Store, Fulfill
Online: iPad App
• Consumer-facing display for pricing • Extended assortments and endless aisle
and promotion visibility • Up-sell Online, Fulfill In-
Buy and cross-sell
• Offer incremental Pick-Up In-Store:
Buy Online, services • Assisted and self service
Store
Customer Lifecycle
• Flexible order delivery Kiosks
Web & iPad
options
Online personalized selling Store Associate Personalized Selling: iPad Clienteling
Copyright 2010 Demandware, Inc. - Confidential
5

6. Aware: Barney’s New York
2D Codes: Energizing Traditional Media
Copyright 2010 Demandware, Inc. - Confidential
6

7. Aware: Calvin Klein, Gucci
2D Codes: Standing Out from the Crowd
Copyright 2010 Demandware, Inc. - Confidential
7

8. Aware: Bare Escentuals, Nine West
Multi-Tiered Facebook Commerce Strategy
Copyright 2010 Demandware, Inc. - Confidential
8

9. Discover: Tory Burch
Buy In-Store, Fulfill Online: iPad Kiosk
Copyright 2010 Demandware, Inc. - Confidential
9

10. Discover: Nordstrom
Buy Online, Fulfill In-Store: Inventory as a Competitive Advantage
“Nordstrom’s same-store sales (sales at stores open more than a year) increased by
an average of 8 percent in the 11 months Nordstrom made the inventory change. In
the 11 months before the shift, they decreased an average of 11.9 percent.”
Copyright 2010 Demandware, Inc. - Confidential
-New York Times
10 -http://www.nytimes.com/2010/08/24/business/24shop.html

11. Engage: kate spade
Store Associate Personalized Selling: iPad Clienteling
•Combine eCommerce + POS Data
•Create unified view of customer
•Target product, promotions & other content for personalized
experience
Copyright 2010 Demandware, Inc. - Confidential
11

12. Engage: Frederick’s of Hollywood
Online Personalized Selling: Customer Segmentation
Segment on:
•Traffic
•Conversions
•Products
•Profile
•Returns
•Session Variables
Copyright 2010 Demandware, Inc. - Confidential

13. Purchase: House of Fraser
Buy Online, Pick-Up In-Store: Web & iPad Kiosks
Copyright 2010 Demandware, Inc. - Confidential
13

14. Purchase: House of Fraser
Buy In-Store, Deliver at Home: Concept Stores
Copyright 2010 Demandware, Inc. - Confidential
14

15. Loyalty: Kiehl’s
Location-aware SMS Alerts
Copyright 2010 Demandware, Inc. - Confidential
15

16. Loyalty: Ikea
Product, Warranty and Service Information: 2D Codes
Copyright 2010 Demandware, Inc. - Confidential
16

17. Retailers Face Challenges Meeting the Expectations
of the New, Connected Consumer
Technology
• Multiple platforms & channel silos
• Closed systems
• Lack of real time & relevant data
• Inconsistent data
People Process
• Organizational structure not aligned • Inconsistent policies and procedures
•Cross-channel incentives conflict •Disconnected and undefined workflow
•Inconsistent merchandise planning •Limited brand synergies across channels
17 Copyright 2010 Demandware, Inc. - Confidential

18. Thanks!
Gary Lombardo Schedule a free consultation:
glombardo@demandware.com +1 (888) 553-9216
Phone: 781.425.1438
Blog: blog.demandware.com
Twitter: @garylombardo
Copyright 2012 Demandware, Inc. - Confidential
18