Mobile Tech delivers revenue lift at Barneys

Hi, I’m Debbie Hauss, editor of Retail TouchPoints. And I’m here with Matthew Woolsey, who is the Senior Vice President, I’m sorry, Executive Vice President for digital with Barneys New York. Yes. Thanks for joining us today.

Debbie Hauss :
So I’m here to present you with a customer engagement award on behalf of Barney’s in the category of cross channel optimization. I believe I have that correct. And so I wanted to just ask you to talk a little bit about the implementation. And you know, maybe you just give us a little a few details. And, you know, the success that you saw it for.

Matthew Woolsey:
Absolutely. So our cross channel customer is our best customer. They’re spying with us seven to eight times a year versus our average customer, who’s maybe half of that, and they’re spending three times as much. So for us, that’s a really big win if we can provide services and a single view of the shopping experience across all channels. For the customer who’s shopping in store and online, we want to be able to connect that data so that the purchase that they’re making in store, but also what they’re buying online, is being brought together. And then we can use personalized messaging, personalized product recommendations, etc, that take into account all channels and provide customers with a really fluid experience. As well, we’re able to connect all of that data to our store associates. So the store associates can see which customers are engaged, you know, and where they’re engaged throughout the entire chain, but also online, to understand the best way to buy and sell to them to make product recommendations to get them into the store for the right events that make sense based on what they’re looking at online, what their shopping, etc.

Debbie Hauss:
Sounds like these initiatives are working really well at Barneys these days.

Matthew Woolsey:
They are we’re having a lot of success. And you know, I mean, the customer really sort of doesn’t make a difference between the brand experience online versus in store. They think of it as one brand. So for us it means that we can create a consistent experience and an experience which you know whether it costs customers online more in store. They feel like Barney’s knows that. And that’s really important.

Debbie Hauss:
So you’ve been able to increase, not only sales, but loyalty conversions, and probably I’m assuming, cross selling and upselling, as well.

Matthew Woolsey:
Absolutely all of those things, then the other thing that’s great is because all of our data is connected between online and in store, it means we’re able to look at conversions in a very different way. So for instance, if we display to somebody a piece of editorial content online, that’s a personalized recommendation for high priced jewelry. And then they go into the store and buy it two days later, or three days later, we’re able to connect those experiences so that we can say, You know what, that was actually a really successful recommendation, really successful piece of personalization, where I was, you know, in a typical sense, you would say, Well, that wasn’t successful, because it didn’t end in an in session conversion. For us. We’re trying to look at things, again, not divided between online and in store. But what is the being customer centric and say, what is the best service that we can provide the customer and connecting our data and our personalization between store and online allows us to do that.

Debbie Hauss:
Yeah, I think you’re doing a great job and setting a great example for all other retailers because that’s the goal that all retailers are looking for these days. So congratulations once again.

Alright, thanks a lot.

Thank you.

Take care have a great day.