Welcome to this episode of Solution spotlight. I'm your host JD Miller. Today, we're gonna dive into the top trends shaping retail strategies and execution from a technology standpoint. Brands and retailers are navigating whole slew of internal and external pressures that truly change the way they do business. In today's podcast, we'll dive into strategies to help you respond to supply chain snarls, wavering consumer sentiment, and an increasingly competitive landscape. And here's a spoiler for you. Overcoming these challenges, acquires a solid foundation customer loyalty. After the break, I'll be joined by Robin Barrett Wilson, industry executive advisor, fashion and retail it at AP and Megan HOST Butler. Global senior product marketing manager marketing solutions, SAP and Marsis, to dive into this and owe so much more. Stick around. Welcome back. I'm joined by Robin Bear Wilson and Megan Hosler. Now to set the stage, as a retail industry executive advisor at SAP, Robin brings a deeper understanding of the industry from the point of view of an insider as she's held various roles in some of the most recognized brands in the industry from Victoria's Secret, Macy is to VF Corporation. And Megan is a veteran product marketer in the SaaS industry across the MarTech and sales enablement tech landscape. With a focus on retail and consumer goods. As a product marketer, she's tasked with understanding features and functionality inside and out to help customers realize the full value of their purchase. Welcome today, Robin and Meghan. Rachel here. Thanks for having us. I wanna dive right on in it, and Megan, I'll start with you. What are some unique ways brands can support first at zero party data collection? Yeah. So I think oftentimes do, zero party and first party get a little mixed up. So I thought I could share a little bit about the differences too. So zero party data, when you think about that, that's when a customer is freely giving their data to you. And Some ways that brands are doing that today are things like quizzes or surveys where the consumer really gives their information in the form of these areas. First party data can come from website browsing for instance. So, of course, it's going to be pulled in with consent and privacy laws all pulled in to pull that data in with consent so that when they activate and act on that data, they have that pulled together, of course. So those are the two areas where brands can either be creepy or they can be clever. And so what I have seen some unique ways of using this is essentially data progressive profiling. So as you're going through your website strategy, for instance, Think of ways that you can make it easy or or consumers as they're browsing your website to freely give you their information. And also, you want to understand where your content gaps So, what I would recommend is if you are in the, in the business of pulling together that data and needing to act on it and it a way that is clever and not creepy, think about understanding that entire customer journey. From start, to finish and understand where you may have data gaps. And that will help you to understand where you want to spend your time on your website to pull in that data as best as possible. So, progressive profiling and understanding that entire customer journey, I think, would be a good place to start. That's fantastic. But, Robin, what are the benefits of having each type How are they different? One of the things that I think is is very much top of mind is data, especially that third party data is is a competitive advantage. However, customers are a little leery. Right? So, as Megan mentioned, that kind of creepy factor. So it's really hard to be transparent as a brand. Brands are gonna be successful when they're transparent about why they're using the the data. And the fact that this will help the customer have a better experience. So if the brand can do a really good job of backing up why they want the data, that's really kind of the secret sauce. And it really leads to loyalty, whether you have a formal loyalty program in place or you're just acting in a way that provokes loyalty to the customer. You know, there are lots of brands out there that take that data, even though they don't have point system or, you know, I'm gonna give you a free gift every hundred and fifty dollars you spend or something like that. There's still ways to reward the consumer for giving their data and and really sharing that that intimate information so that they can be treated differently. A follow-up to that then, Robin, how can retailers use customer data to support product ideation in development? You know, we have some really interesting customers out there that, you know, do a lot in creating products, everything from sneakers to the latest and greatest that's like where to do handbags, etcetera. And, you know, everything like Megan Hitter had mentioned from, you know, surveys to gathering information, to understanding how they're shopping, to understanding what ads are are really resonating. All of those things are feedback, but the the best feedback loop is to talk directly to the consumer and really get that feedback from them via a survey or some sort of information loop that, correct, bring that data in. And, you know, we have customers that take that data in and then make changes to the product. Based on what they hear. So, you know, a sample or a test, you know, a test might go out about the product that a small amount, maybe twelve hundred, two thousand items. And, you know, let's see how the product does. What's the feedback that we're getting? And then bring it back in and make the changes based on that information. It's the best way to really not only ideate on our product, but start new products. And really, I'm really understanding what's your thoughts on what we're looking for in the future. So Okay. I'll just and the other topic, I mean, in with all also interesting. You just ask the customers. I think that's something that comes. Oh, no. I don't ask that's something. But but if you ask the way that you'll I think it's me. And we only also have the mute to accept that Should means Shouldnarrowing. I love that. But but what that also If you think about it, return to a huge fee. So just make sure that you have the right product — product stock. And for those that are returning, your product? Maybe that didn't take us so that you're not watching the data of thing, think about you know, they're probably different than such, but that covers all this either like How often your attorney might indicate maybe napping. Definitely we wanna something is wrong with that product that reason why they're returning it. So there's a lot of things that you understand holistically together. You'll be able to be able to do I need product sharing as well. So to follow-up there, Megan. What are examples of brand writers that are in the way and creativity. Less lessons can learn learn from that. Yeah. Yeah. What what? Greatly out there with to As far as far as I found myself, it's really, really exciting. To see, because he sometimes noted, those down in the weeds that that lose lose So I'll share share some things that I love. The reservation is one of my favorite brands. That is just so happen to be anything seems to grow well. They are really focused on in improving their fulfillment. So so if if you think about it, there there has past So it's going to be wonderful for them to make sure that they have that product to stop for that person shopping And so, it's also competitive space. They usually go to another tailor. So what they do is they have a process and Slays, where they have any approach to fulfillment. So so think about things like the wait list. So I'm online on reformation buying an item. What do you know what that would stop? We have brand brand experience and all cross your curiosity also grow low. And they created with the list. And this week was a little high, so it creates connection. Should mean, the marketing, email, advertising, communication, until that is sick of the new product. It is late. Once that is late, it was warming them up for that for the chest. So just so that they don't need to buy that dress from everyone on a monitor. So, this weight limit kind of is a way for them to keep those customers engaged in each nurture for them for that time to have that have that good stock stock. They're they're notified by. They they have that have that they already are Feel, like, Boostives. Right? Right? Have to have that will fill this information. So that's when that's when they started to purchase. Purchase, they can do so. So, so, and bonus, they're also also using s that. That is more of a time sensitive to this piece. So if you think about it creatively — Also also great. — creating new channels for their area area. Email is great for one thing at at for another Mass mask is a very time time to channel. So creativity and content, data data and all these really is really cool. So Can I leave some questions? How can data data be useful to improve, Yeah. So a great great if you feel I need a free water fan. Yeah. Yeah. Yeah. Great. Great blah blah blah. Of them. But I I heard from from them, Matt. We're there. Execution. And so so they're really of end of our pride in creative radiology. And they may have an interesting interest interest of all these years. So so so take a look at their data. They realize they wanna be more cautious about how they're organizing. When it comes to making it stuff like that. So they had they had it made and made personal information recognizable. And so and so what they did, they come commercial. Try on. Your answer. So making sure that they can have their customers discover products that affect them and their value you? May there? And those types that I found in my own area. And so they are you are doing with personal information ability is they create a voice enabled part of the experience you're visually impaired. So they're not only listening to your joy, joy, the beauty of this. So none of those are really cool. And they only also be using a new term of technology in So no one cares what what technology is used. It's very experienced. So they said technology is that are there? They just want to make sure that they there and that are working in our personal life for them. But at that point, we can share many more. Tell me, tell me what, yeah. You want a diet and diet. Can you expand upon the customer service implications specifically, especially in the age of automated service and empowering associates or rest to be more productive and effective in their Yeah. So, I mean, we've all been there. Right? We've all had customer service good, bad, and the ugly, I think. Great. I'm seeing some nodding of heads. Yes. So from my perspective, implicate make the implications of having not so good customer service. Obviously, it's going to affect loyalty. It's gonna affect retention. Brands out there in a hugely competitive environment. So it's not only about empowering a great customer experience on the digital front, but even in store, when they are coming in, if you can understand who they are both online and in store, to empower those associates and the reps, that is amazing too. So just a piece of advice for those, maybe those marketers that are out there that are like, how can I even start to connect with my service counterparts? Maybe they're in different silos, maybe they're not under a customer experience umbrella all in the same team quite yet. Very common. It's starting to be a trend for them to start to merge together and have a customer experience team. But what I would say, if you are in that bucket of being in silos currently, where I I talk to a a marketer She cover all kinds of communications whether that's email, mobile, whatever engagement is going to the customer. This woman was in charge out. She worked at a shoe brand, had fifteen different brands portfolio across the globe. And all she did was to join an all hands call of the service team. It was a monthly call, just a little fly on the wall to understand what are the problems that this team is is going through, and how could she, as a marketing professional, come in and help support. And so she found that there were some discrepancies in locale so that they, I think it was in health documentation or some somewhere the the language was not in certain regions, that That is a reason why there was an uptick in service cases, which is not good. We do not want — we do not want to add to service case volume and the length that it takes to resolve those. So all she did was take that information and embed it into her marketing communication program, she had that certain localization added into her communications, and that resolved a ton of issues that were happening in service. Just by being on these all hands and understanding. So if you're in a spot where you're like, where do I even begin? I thought that would be a good place to start. That's fantastic. So Robin, how can retailers then look beyond points in dollar space incentives to bolster their loyalty programs. Yeah. You know, I think lots of times brands think about this and it's seems to be really overwhelming. But I think that brands really need to look at the luxury market and realize that they can take a lot of what luxury does and put it into place. It's not as unique as sometimes we think it is. Harrisids, for example, anybody who's been to the to the UK has gone to Harids. I'm sure. And, you know, they really use their loyalty program to build, you know, rich customer profiles. And, of course, they use their their point system, and they have clear benefits, but what happens if you're not part of that. Right? So they still treat their customer the same way. They still outreach to their customers even if they're not part of a loyalty program to really connect with them. And that, of course, cohort, you know, actually really is a great way to attract new customers into that point system. Right? So, it's really about you know, almost marketing within the marketing and really ensuring that customers know what's out there so that they can to grab those benefits. Another thing that I think is really interesting, you know, we just talked a little bit about customer service. So while skin sciences lets their customers populate their cart online, which I love in their mobile app, and then they walk into the store. And once they're in the store, they can actually work with their favorite sales associates or maybe even need a new one, and it's a great way to build that basket. So, again, here's here we are capturing the data. We are really focusing on customer service. We're focusing on loyalty. Whenever you're treated differently, you're just gonna promote that loyalty to the brand. So You know, I think for a lot of rounds, it's it's, I would say, think outside the box. It doesn't have to be for additional in that sense. And there might be something that you I didn't even think of that really can promote it. Which maybe just part out. Right? Sitting on town hall meeting or, you know, and just listening to what is going on around you, and you can really start to to make a difference. Can I share you, you bring up a good point in the online and the in store? Because that's a huge piece of loyalty if you can make it seamless. Be technology invisible. Right? But I just got off. We did a customer on-site with one of our customers Gibson. So their flagship store is in Nashville. And they have this Gibson garage, which is this, like, huge area where they have all different, like, different types of guitars. They have a customization session where you can pick the wood. You can pick the strings. It's like highly customizable. And so they're building this incredibly personalized experience and that gave them Raj which is one of the first times they've had this experience that not only can they purchase a guitar at a retail partner like a damn ash or a guitar center, weight, guitar Yeah. It is not a breaker. Okay. Like the car center, Sam, Ash. And so they can build their own guitar or purchase one that's already there. And have that experience with them, and I can also extend to their online presence as well through email that are giving them ideas on what content of different artists that have used that same guitar and are doing really cool things, or they are learning how to like guitars. So we didn't have on their journey. Just starting out where I met a guy yesterday who has thirty three gives new guitars. Thirty three. Wild. So, it just goes to show the importance of connecting our online and in store and to freely experience in that matter and That can do way more than just dollar based incentives, I would say, or building loyalty with a brand. Yeah. I think just to add that, you know, experiences can be a lot of different things. Right? They can be as small as, you know, open up the store on a Sunday morning an hour before the rest of the mall or, you know, the outdoor mall. And Bring in a local influencer who can maybe help you learn, how style, you know, what's going, you know, what's the latest you raised in spring. I had a great experience where I went down here in Saint Petersburg, Florida, and the Salvador Valley Museum this year. And I went to the evening Marcus, and saw a fashion show that was combined through the Dolly Museum and Amy Marcus and the scholarship on. And so, the Dolly Museum does a student class every class for the students every year. Their sophomores in high school and they gave them a theme, and they come up with the clothing. And then Steven Marcus confuses that into their spring line. Right? So you have to meet the students, everybody nominated. But what a great experience. The meeting Marcus was closed. We all had you know, we all bought tickets, which of course, which was a great cause. And, you know, we'd have to see a bit of a sneak peek of what spring will look like. Not to mention me, maybe the next latest and greatest designer out there. So, I think really speaking outside the box and thinking of something creative really gets your customers involved. This has been fantastic. Robin, Megan, thank you so much for sharing today. Thank you for having us.