OPERATIONS

Webinar Today: Customer centricity at Chico’s FAS

BY Staff Writer

New York — Learn how Chico’s FAS is staying ahead of the information evolution and providing personalized customer interactions at a Chain Store Age webinar on Thursday, Oct. 18 ( 2 p.m. ET, 11 a.m. PT). Bob Murray, architect of Chico’s Store Technology, will discuss such top-of-mind imperatives as loyalty, mobile, and seamless digital connections with the customer in the omni-channel market space.

Click here to register for the webinar.

Speakers:
Bob Murray, Store Technology Architect, Chico’s FAS, Inc.
Vic Miles, Technology Strategist, Retail Industry, Microsoft Corporation
Keith Champeau, National Director of Business Development, Fujitsu

Moderator:
Marianne Wilson, editor, Chain Store Age

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Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

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STORE SPACES

Adidas transforms window shopping with digital storefront

BY Marianne Wilson

New York — More and more retailers are using digital technology to enhance the physical store experience and engage customers. In the latest example, Adidas has taken window shopping to a new level with an interactive digital window concept that connects with consumers’ smartphones, making it easy to shop at any time without an app or scanning various QR codes. Consumers shopping for the latest fashion items are using time during a six-week pilot test at the Adidas NEO Label store-front in Nürnberg, Germany.

“Our NEO teen fashion label offers the perfect environment to test this new and stimulating shopping experience, because for us NEO means new: new by definition, new in concept and new in spirit,” said Ted Mager, VP global retail environments, Adidas Brand.

The storefront window is a fully functioning virtual store with life-size products. The intuitive interface of the touch-screen window lets shoppers explore, play and drag life-size products they are interested in directly into their smartphone for easy and convenient purchase from Adidas NEO online.

Here’s how it works: By visiting a URL via the shopper’s smartphone and typing in a one-time PIN, the shopper’s mobile becomes interlinked in real time with a shopping bag on the window, showing a live view of its contents. Any product dropped into the window’s shopping bag instantly appears on the mobile. The shopper can edit product details, save products for immediate or later purchase and share with friends through social media or email.

Shoppers can also play with a life-size digital model showcasing NEO’s fashion range in a fun and engaging way. By touching hotspots on the window the shopper can make the mannequin show product details, interact with the product and make playful actions and movements.

The storefront window experience was developed in a co-operation between Adidas and TBWA\Helsinki, part of the TBWA Worldwide network.

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Polls

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News

Nielsen survey gives retailers reason for holiday cheer

BY Marianne Wilson

Schaumburg, Ill. — Higher consumer confidence levels, increased impulse buying and consumer intent to spend more could all lead to an upside surprise in 2012 holiday spending, according to Nielsen analyses.

Although almost six out of every 10 consumers (59%) reported plans to spend the same as last year, there is a 10-point drop (from 37% in 2011 to 27% in 2012) in the number of people expecting to spend less. Eight percent of respondents reported plans to spend more this holiday season, up from 5% in 2011 and 2010.

For sales in 89 categories across five key departments (food, beverages, alcohol, health/beauty and homecare), Nielsen is forecasting spending for November and December 2012 to reach $98.3 billion. Nielsen expects dollar sales to increase 2.3% and unit sales to remain generally flat (0.1%).

“Nielsen’s Consumer Confidence Index is the highest since before the recession,” said James Russo, VP global consumer insights, Nielsen. “Planned shopping-list usage is down so impulse buying could be up, and shoppers across the income spectrum say they plan to spend more in multiple areas.”

On the topic of gift-giving plans, Nielsen’s Holiday Shopping Survey revealed gift cards and technology products tied for the lead (11% each) as products respondents plan to spend more on this year. Except for jewelry, every category including toys, apparel, video games, books, cookware/kitchen and sporting goods showed modest improvements in consumer plans to buy more than in years past.

The number of respondents saying they plan to spend more with online retailers leads all channels at 18%, up from almost 13% last year. Consumers saying they will spend more at mass merchandisers doubled this year to 12% in 2012.

Within the five departments and 89 categories examined, items projected to do well over the holidays include:

Alcoholic beverages: Wine is expected to lead the category with 6% dollar and unit growth, followed closely by liquor, and beer rounding out the top three with 3% gains.

Food: The continued success of fresh produce (expected holiday sales and unit growth of 4.6% and 3.7% respectively) seems to signal more health-conscious consumers and home cooking this holiday season. Traditionally popular holiday food categories could do well also, including nuts (7.5% dollar growth and 15.1% unit growth) and jams/jellies/spreads (7.1% dollar and 1.1% unit growth expected).

Beverages: Coffee will lead all beverages with 10% dollar and 7% unit growth.

Health and beauty: Vitamins will be a bright spot in this department with dollar (9%) and unit (9.2%) growth figures better than most items in the five-category analysis. Cosmetics could do well also, with an expected boost of 4.8% dollar and 2.3% unit growth.

Homecare: Pet care will be the darling of the category with “spare-no-expense” pet owners expected to drive 5.9% dollar and 3.1% unit growth. The rest of home care, including cleaning and households products – even holiday wrapping paper – will see modest, price-driven dollar gains and unit sales declines.

Most respondents from all incomes identified $100-$250 as the ideal spending range for holiday food and household items. Gift-giving spending estimates hovered in the $250-$500 range.

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