STORES 2014 BIG Show Daily - January 14, 2014 - 10


Tuesday

10

Mack
Continued from page 8

By bringing a breadth of selection with
a common thread - that everything is
tightly curated and incredibly tasteful and
a great value - we can appeal to this broad
audience and ... really let our customers
get something that they can't get from
traditional retail options right now, which
is both taste and uniqueness.
That brings us to big data. Can you
share insights into gathering customer
data and leveraging it?
As an online-only company, we can
gather lots of information about customers' needs, tastes and preferences and
use that to inform what we offer. ... Use
of data is on the top three list of what
new companies can do to fundamentally
reinvent industries and markets. The way
to accelerate your growth and relevance
is [to] have better information, to make
better decisions faster.
We use data in every inch of our
business and it's been key in getting us
where we are. It's all in the spirit of giving our customer what she wants every
day of the week. We use data in our
marketing strategy, in our site experience
... in our sourcing strategy and in our
customer service teams. ... The company

Anzeige 1/4 Hochformat.indd 1

who learns how to harness and make
better decisions using data will have a
strong advantage.
You once said One Kings Lane had
already "evolved well beyond flash
sales with the variety of merchandise
we offer - along with the content we
integrate into the experience." Where
do you stand today?
One Kings Lane is a leading lifestyle brand for the home and not a flash
sale site. We're building a company for
customers who want to create a beautiful
home. ... And we're making it easily accessible - they just need to come to our
website and we will give them great ideas
every day.
It's the idea of content married with
commerce - a combination of their favorite shelter magazine and their favorite
boutique every single day of the week.
... We communicate with our customers
through the mail - we send look books and
preview books. ... Recently, we mailed
our top customers a printed "magalog" to
really get them thinking about decorating
for the next season.
Can you see a future with bricksand-mortar stores?
As a lifestyle brand, unquestionably,
offline presence is an available strategy

09.12.13 11:21

One Kings Lane aims to give the customer what she wants every day.

to us. ...We've also extended our presence to broadcast with HGTV - one of
our investors is Scripps Network, which
is the parent company of HGTV. In that
case, we've been present on air in their
programming. So down the road ... would
we evaluate pop-up shops or in-store
shops? Absolutely.
About two years ago you invested
in new hires on the tech side of your

business. What talent are you looking
to hire today?
We do think of ourselves as a tech
company, but we have a major operation
in New York and it's the center of our merchandising and creative teams. Right now
we're looking to build our merchandising
team leadership. We have a number of
[divisional merchandise manager] positions that we're looking to fill with the
industry's best talent.


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Table of Contents for the Digital Edition of STORES 2014 BIG Show Daily - January 14, 2014

STORES 2014 BIG Show Daily - January 14, 2014 - 1
STORES 2014 BIG Show Daily - January 14, 2014 - 2
STORES 2014 BIG Show Daily - January 14, 2014 - 3
STORES 2014 BIG Show Daily - January 14, 2014 - 4
STORES 2014 BIG Show Daily - January 14, 2014 - 5
STORES 2014 BIG Show Daily - January 14, 2014 - 6
STORES 2014 BIG Show Daily - January 14, 2014 - 7
STORES 2014 BIG Show Daily - January 14, 2014 - 8
STORES 2014 BIG Show Daily - January 14, 2014 - 9
STORES 2014 BIG Show Daily - January 14, 2014 - 10
STORES 2014 BIG Show Daily - January 14, 2014 - 11
STORES 2014 BIG Show Daily - January 14, 2014 - 12
STORES 2014 BIG Show Daily - January 14, 2014 - 13
STORES 2014 BIG Show Daily - January 14, 2014 - 14
STORES 2014 BIG Show Daily - January 14, 2014 - 15
STORES 2014 BIG Show Daily - January 14, 2014 - 16
STORES 2014 BIG Show Daily - January 14, 2014 - 17
STORES 2014 BIG Show Daily - January 14, 2014 - 18
STORES 2014 BIG Show Daily - January 14, 2014 - 19
STORES 2014 BIG Show Daily - January 14, 2014 - 20
STORES 2014 BIG Show Daily - January 14, 2014 - 21
STORES 2014 BIG Show Daily - January 14, 2014 - 22
STORES 2014 BIG Show Daily - January 14, 2014 - 23
STORES 2014 BIG Show Daily - January 14, 2014 - 24
STORES 2014 BIG Show Daily - January 14, 2014 - 25
STORES 2014 BIG Show Daily - January 14, 2014 - 26
STORES 2014 BIG Show Daily - January 14, 2014 - 27
STORES 2014 BIG Show Daily - January 14, 2014 - 28
STORES 2014 BIG Show Daily - January 14, 2014 - 29
STORES 2014 BIG Show Daily - January 14, 2014 - 30
STORES 2014 BIG Show Daily - January 14, 2014 - 31
STORES 2014 BIG Show Daily - January 14, 2014 - 32
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