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Abercrombie on e-commerce predicting in-store results

Found in: Advice, Industry News
Tuesday
August 17, 2010
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Photo from flickr user thinkretail

Abercrombie and Fitch held their Q2 2010 results conference call today. Although they announced an increase in sales and comps, they also touched on closing 110 stores over the next year, higher inventory levels and lower gross margins. Not a good quarter for the teen retailer.

However, I did like this quick bite from the question and answer portion of the call.

Christine Chen – Needham & Company

I’m wondering, your e-Com business is doing so well. Have you been able to use that to test product, and is that something that you can react quickly enough of certain things that you have on the internet only, like the Epic product you’re selling, and maybe getting it into different locations?

Mike Jeffries

The direct-to-consumer business, we have been experimenting with that; we have been testing categories of direct-to-consumer. And the direct-to-consumer results are proving to be pretty predictive of what happens in store. We’re fascinated with the potential of direct-to-consumer; are in fact, expanding our assortments. We have a major goal for that business and what you’re describing is very definitely a part of where we’re taking it.

Leveraging the e-commerce division to test new ideas, categories, and merchandise assortments is a fantastic way to drive in-store sales with less risk and overhead. A mass market retailer can roll out pilot programs to brick and mortar locations around the country, but not in the time (or without the cost) that they can do it online. With a targeted buying, marketing, and social media strategy, a retailer can measure the success of new categories faster than ever. Measure sales and social media feedback and learn what your customers like, or don’t like, about new categories.

I imagine that Abercrombie, with a rough few quarters behind them, is going to lean heavily on the e-comm business to drive growth and look for more predictions on in-store over the next 18 months.

Kohl’s launches online-only deals; Why aren’t they using Twitter?

Found in: Tips for Using, Twitter
Wednesday
November 5, 2008
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Last week, Kohl’s discussed some of their holiday marketing strategies with the press. They plan on increasing their spending to capture a larger share of the dwindling holiday sales figures, with increased emphasis on direct mail, e-mail campaigns, and online-only sale prices.

Going into the holiday season, the retailer, which has seen Web sales increase by more than 50% so far this year, is making a big push online as well. It plans to send email blasts out to 15 million shoppers — more than double the number that it had on its electronic mailing list last year — and it’s offering one or two specially discounted items on Kohls.com every day through Christmas.

Their website has started advertising these online-only specials on their homepage, with a callout that went live this week (apparently):

This is a very interesting shift in marketing for the retailer that has, until now, always offered consistent pricing in-store and online. Their marketing campaigns even advertised this fact and, for years, coupons that were sent out to customers, in direct mail, were also good online.

Kohl’s needs to be aggressive in order to increase their market share this holiday season. This is a perfect opportunity for the retailer to utilize a service, like Twitter, to advertise these special, limited-time promotions. It is obvious that they want to aggressively promote these deals as they they are utilizing prime screen real estate to push the deal. It even appears that they already have a Twitter account, although with zero posts. They should be using this to promote the daily deals and reach more people, one-on-one.

The usage of the service would be simply – they’d just need to follow the example that other retailers have set to announce daily deals. I look at the Amazon MP3 Deal of the Day and Woot.com as two examples of retailers using the service to effectively promote daily deals.

Maybe the first step, for a retailer like Kohl’s, is the use the service to promote daily deals and then they can evolve into using the service to engage customers in conversation. I think there is always more room for retailers to use Twitter to reach their customers.

What do you think?

Target: BTC Super Freaky

Found in: News & Observations
Monday
July 2, 2007
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A bit of lingo that I’ve learned lately: turns out that Target refers to the the impact of the Back to School/Back to College season on their stores, by classifying them into levels. The levels are No Affected, Affected, Freaky, and Super Freaky. It doesn’t appear that there are a lot of Super Freaky stores in the company, but those that are classified as such, are situated within close proximity to college campuses. I wonder what kind of percentage increase these stores see, over the rest of the company, during the season.

Online retail still viable to traditional retailers

Found in: Retail, Social Media
Tuesday
June 19, 2007
1 Comment

The New York Times ran a report this weekend, suggesting that online retail sales may be losing steam. The report has gotten a lot of people talking across the industry, but it is slightly misleading. While the year over year growth may slow down a bit, overall retail sales will continue to grow with the help of online sales.

Retailers need to continue adapting their online retail strategies. I think the most growth will still be seen within traditional (“brick and mortar”) retailers who create an online experience that is an extension of the in-store shopping experience. This will continue to create consumers who are better informed, make more confident purchases, and feel a stronger connection to the retailer.

Traditional retailers should begin to view their online presence as an extension of their brand. They should seek to create communities around their brand instead of just pushing products. There is still a lot of room to grow in this area. The result will a more loyal customer and an increase in overall sales.

Margaret Brennan at CNBC writes that online shopping is not dead yet. Good look at the rise in non-traditional online sales, including sales in footwear and apparel.

How Teens Shop: In-depth insight into teen shopping trends from the Washington Post

Found in: Branding, Customers
Monday
June 4, 2007
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Today’s Washington Post has a very detailed, in-depth look into teen shopping habits that, I’m guessing, is going to make the rounds at corporate offices of mall retailers today:

Sixty-one teenagers from across the Washington region descended upon Tysons Corner on a recent Saturday. And we were there to capture it all.

We wanted to learn how today’s teens make their purchasing decisions, how they calculate value and how they figure out what’s cool. These teenage volunteers, all between seventh and 11th grade, brought their own money, friends and sense of style. Some came with their parents; some with their parents’ credit card. But all of them brought strong opinions about what they like — and what they don’t.

More than a dozen Washington Post and washingtonpost.com staff members documented the shopping expedition through stories, photographs, audio and video. We gained insight into teen consumer psychology and the latest trends, but we also learned a lot about the teenagers themselves.

With 10 associated articles, photos, video, and an interactive map detailing how many people visited different stores and how much money was spent, this is a rather fascinating read. Detailed, detailed, detailed. Only click on this link if you have time to kill, because it will suck you in with the amount of information available: Tracking Teen Shopping Habits.

I’m not going to be able to sumarize everything that the Washington Post has in that article, but there are a few points that jumped out at me that I’d like to share:

Collectively, the teens spent the most money at Hollister ($498) with Urban Outfitters a distant second ($319). $288 was spent at American Eagle while $198 was spent at Abercrombie & Fitch. Old Navy ranked up there, with over $160 being spent by these teenagers. Non-existant in this group was PacSun, with 10 visits and no money being spent.

These teenagers are smart. One article centers around their price conciousness (When Mom’s Not Paying, Cost Is a Deal-Breaker) and one article is about their shopping strategies (On a Mission to Buy, With a Plan of Attack). These teenagers came equipped with plans, checking out fashion and getting information from the retailer’s websites prior to stepping foot in the mail.

Where’d denim go? These kids aren’t shopping for jeans, apparently.

Teenagers aren’t just shopping at specialty retailers. This group is also looking at Macy’s, Nordstrom, Bloomingdale’s, and Lord and Taylor to find the best deals.

The work put in to this report from the Washington Post is incredible. Like I’ve already said, this is a really fantastic read with a ton of information.