Trials, Tribulations and Triumphs of a Homegrown Omnichannel System
(Room Ballroom D)
07 Jun 17
11:00 AM
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11:30 AM
Tracks:
Omnichannel Leadership
Batteries Plus Bulbs had a robust website and a chain of 700 stores. Its investment in three different off-the-shelf systems to unite online and offline didn’t deliver a great cross-channel experience – but developing an omnichannel system in-house did. Within weeks of its launch, conversion rose from 0.2% to 1.6% overall and sales to consumers rose 500%. Buy Online Pick-Up In-Store (BOPIS) accounted for more than 75% of those online orders, driving traffic to stores, and more shoppers clicked to call stores and view store detail pages online. Batteries Plus Bulbs’ chief marketing and technology officer will share pros and cons of building an omnichannel platform in-house, with practical takeaways for every retailer.