tag:blogger.com,1999:blog-32202893.post7151351953034897673..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Coldwater Creek: A Multichannel Case StudyUnknownnoreply@blogger.comBlogger11125tag:blogger.com,1999:blog-32202893.post-83195348373406265942009-01-11T18:18:00.000-08:002009-01-11T18:18:00.000-08:00That's a lot of assistant managers.That's a lot of assistant managers.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-13331225451339721352009-01-11T02:50:00.000-08:002009-01-11T02:50:00.000-08:00Out of 348 stores 15 of them got to keep 2 assista...Out of 348 stores 15 of them got to keep 2 assistant store managers. There were many jobs lost on the 9th!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-43096016906534490002009-01-09T21:24:00.000-08:002009-01-09T21:24:00.000-08:00Sorry to hear that.Sorry to hear that.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-43949939499014600282009-01-09T17:19:00.000-08:002009-01-09T17:19:00.000-08:00Having worked for them from 2003 until this past J...Having worked for them from 2003 until this past July, I can say when it was good it was fantastic. As you may not know, today they layed off Assistant Store Manager in over half of their stores. The crumble continues!!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-81901429740138092702008-11-19T05:32:00.000-08:002008-11-19T05:32:00.000-08:00Great case study approach to a range of retailers ...Great case study approach to a range of retailers in the same bucket at the moment.<BR/><BR/>It could reasonably apply to almost any company in the apparel industry at the moment. Everything they tried and did thru into 2007 sold just fine, so why not continue? Well, cause in mid-2007 people stopped buying clothes and no one knew they weren't going to start again.<BR/><BR/>And they all did the multi-channel business plan, which until the same time period was working. So what happened that was unique to Coldwater Creek?<BR/><BR/>First their catalog tactic to not use models to project image. Still have to create the need to buy so what they did use was some very powerful copy to create a quarterly romance novel. If you never read their catalogs (not a guy thing in the least) its quite a treat. It's also quite intimate for those shopping at home by themselves as normal.<BR/><BR/>When the web was introduced an early clickstream analysis they did (I have done some work with them in the past) showed almost no shopping going on, the web was merely an ordering device. Not that the major of their catalog clients are women between the ages of 40 - 65 of middle incomes. Not an early web target. <BR/><BR/>Moving to the stores they had another issue, their loyal catalog base was not taken with them. Same product, great merchandising, in good (expensive) locations. A younger shopper emerged that liked the stores, would never dream of looking at the catalog. So that younger shopper started looking to the web, which had never been developed for them.<BR/><BR/>To your point doing multi-channel effectively means integration. But it also means shopper differentiation and merchandising. Coldwater Creek was doing a better than average job of that but not at all in the normal manner. They know each channel draws a different customer, however they are not very proactive about it.<BR/><BR/>They have way too many stores for a company that is supposed to focused on a very clearly defined segment of the population. And they are an apparel company which means they have cycles of problems when they are not fashion right, which is a big problem today.LA_Biz_Guyhttps://www.blogger.com/profile/17215169396858555595noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-73459063245823273162008-11-03T19:47:00.000-08:002008-11-03T19:47:00.000-08:00In most cases, sure, it is a function of metrics.T...In most cases, sure, it is a function of metrics.<BR/><BR/>There are times when my Multichannel Forensics projects highlight channel patterns that run counter to established best practices.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-90739930373483311912008-11-03T19:41:00.000-08:002008-11-03T19:41:00.000-08:00But isn't that a function of metrics? After all, ...But isn't that a function of metrics? After all, in many organizations the metrics are retail sales and web sales (individually), not customer value, which is a more true measure of customer relationships.<BR/><BR/>In addition, since customers view companies as one organization regardless of channel, a silo'd approach also leads to a fragmented customer experience and dissatisfaction/attrition.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-55521588836005856092008-11-03T18:33:00.000-08:002008-11-03T18:33:00.000-08:00Hungry ... and selfish ... it doesn't like to refe...Hungry ... and selfish ... it doesn't like to refer customers to the web unless the customer promises to only research merchandise online but keep buying merchandise in the store!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-83744325368677849752008-11-03T18:26:00.000-08:002008-11-03T18:26:00.000-08:00The challenges of moving to a retail business are ...The challenges of moving to a retail business are compounded when you try to run that retail business in a mid 1990's style, with lots of television and mass media. <BR/><BR/>The opportunity for bricks and clicks need to driven customers back and forth from the web to the store with full integration between them, like Best Buy has successfully achieved in the past couple years. <BR/><BR/>Even then, as you said, "retail is a hungry beast..."Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-8230379108672415532008-11-03T16:23:00.000-08:002008-11-03T16:23:00.000-08:00Oh yes, it is much easier to look back and see the...Oh yes, it is much easier to look back and see the trends in retrospect. Thanks for the nice comment.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-22715010493678147852008-11-03T16:15:00.000-08:002008-11-03T16:15:00.000-08:00This is a fantastic article! Of course, it's alway...This is a fantastic article! Of course, it's always easier, as you say, to look in the back mirror after the fact. But you've done a great job looking back at a real case.Stéphane Hamelhttps://www.blogger.com/profile/10573779479865639459noreply@blogger.com