E retail europe 2014 sean mckee schuh -proximity public version

weapon of mass seduction?

Sean McKeeHead of Ecommerce and Customer Services

Founded in 1981Part of Genesco, Inc. since 20114000 employees

Mid-market fashion footwear brands Over 90% branded, female biasTargeting 15-25 year oldsHigh volume, full-price proposition in busier locationsStrong multi-channel propositionEmphasis on systems and efficiency

105 storesMature ecommerce operation, 93% in the UK Retail 85%/Ecommerce 15%

About

Proximity?

“Nearness in space, time

or relationship”

Mobile changed the game. Simple.

A clear trendUK: Feb 2013-August 2014

Looking ahead 2014 - 2018

The futureRETAIL’S NEAR FUTURE

oSmaller screen oTouch contextoKPI challengesoOn the go?

Wearables almost here

Interplay of digital and physical

PROXIMITY MARKETING?

INTERACTIVE DELIVERY?

MOBILE WALLETS?

Uncomfortable truths

The App

challenge

Sensible commerciality

Relationship with discount?

Push messages,

privacy and

ethics

Innovation efforts must fit with business strategy

And demonstrable customer need

o Sales volumeo Enabling convenience o Respectful of customero Consistency of offero Preserve margino Brand relationships

Sustainable?

NEED TO PLAY WANT TO PLAY LIMITED (NO?) PLAY

Lead on serviceLive inventory

Mobile interfacesDigital marketing“Pull” messaging

Local Social Media

Customer’s own techWearable technology

New payment typesE-vouchers

Instore screensDynamic pricing

“Push” messaging

schuh.co.ukschuh.co.uk

Reduce frictionUK site responsive

September 2014

Getting closer at storesStore pick up

Store product checks

Checks in Q1

LY +31%

Checks in Q2

LY +22%

STORE PICKUP INCREASING

Purchased online, then picked upLY +34%

Reserved, then purchased in storeLY +17%

Half picked up on the same day as confirmation text

Getting closer at stores

E-receipts digital relationship

findmysize

Kiosk first/mobile POS

Self-medicated assistance

findmysize.co.uk

Tomorrow, today and speed

4

delivery options

3 local pickup

options

2

returns options

Free standardNext day (until 10pm)

Choose your daySunday (NEW)

Click and CollectCheck and Reserve

Free at schuh store

Improving the offer

Deepening the connection through real people

Social CS

Content Ambassadors

Sustain

able

approach to

proxim

ity

PROFITTHE MANYFASTER PULLLOCAL

PROXIMITY: retail weapon of mass seduction?

sean@schuh.co.uk

Thanks for

listening