MULTI-CHANNEL EXECUTION
Anthony Minosky
Store Management Intern
Region 3 District 11
Store# 9205
About Me
• Born and raised in northeast Ohio
• Private school K-12
• Senior at The Ohio State University
• Marketing major, Spring 2012 graduation
• Social media junkie
• Sports nut
10 Week Internship
• OSU Spring Career Fair
• Intro/Training
• Developing/Practice
• Leading
Pluses
• GREAT work environment
• Well-established, privately held company
• Help was always available to me
• A little bit of everything
• Never treated like an “intern”
• Was allowed to voice opinion and lead by example
• IT’S PAID!
Minuses
• Didn’t always stick to the plan
• Week 1 Opportunities
• More travel days
• Weekly recaps/communication
• Meeting other field interns
My Experience
• Multi-Channel?
• GFS/SOS/ISPU?
• QR codes/Facebook deals?
“Don’t you just go into the store and buy the item you want or shop online?”
NOT EVERYTIME!
“R” Us Vision
Delivery of a SEAMLESS experience
across fulfillment channels
that maximizes the VALUE of EVERY guest interaction
“Order Anywhere,
Fulfill from Anywhere”
Current Strategy
• TRU/BRU Stores
– GFS– SOS
• Online
– ISPU• Mobile
• Marketing
• Phone Orders
Store Execution
• Knowledge of SOP’s ≠ Efficiency
• Knowledge of SOP’s + Great GSL ≠ Efficiency
• Knowledge of SOP’s + Great GSL + EXECUTION =
EFFICIENCY!!!
Execution Starts With (AREA)
• Awareness
• Encouragement
• Recognition
• Accountability
Awareness
• Team members MUST know multi-channel SOP’s
• Team members MUST be aware of ad’s and promotions
• Team members MUST have knowledge of guest expectations and tools available to guests, especially technology.
POP Information
BRU/TRU Mobile Apps
Customer Reviews
Facebook/Email Sharing
Competitors do it too!
QR Codes
Accountability
• SFIS walk MUST be accurate and completed
• GSL MUST lead by example
• Team members MUST know their roles
• Motivation
Encouragement
• Coaching from management
• Reviews for team members
• Positive reinforcement from management
Recognition
• Role of HRDS
– TMOTM, Recognition cards, etc…
• Role of management
• Role of team members
– Peer recognition
Competition
• Wal-Mart
• Target
• Best Buy
ISPU Counter
•Back of store location
•40% online orders = ISPU
ORDER SUMMARY
GUEST CANCELLATIONS
REFUND NO SHOW % TO TOTAL COMPLETED ORDERS COMPLETED SALES $ AVG UNITS/ORDER AOV AUR
5872 9923 10% 145286 $12,117,239.97 1.47 $83.40 $56.60
4015 7442 9% 110196 $7,996,942.80 1.85 $72.57 $39.15
9887 17365 9% 255482 $20,114,182.77 1.64 $78.73 $48.08
We Need To Differentiate
• Technology isn’t going away
• Competitors are doing it
• Minimize opportunities
• Use our advantages
Our Website Rocks!
To Recap…
Awareness + Recognition + Encouragement + Accountability
(AREA) =
Execution
Knowledge of SOP’s + Great GSL + ExecutionExecution =
EFFICIENCY
Conclusion
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