STORES Magazine - September 2017 - 41
most major enterprise resource planning,
inventory and point-of-sale systems.
The implementation effort at Stonewall
Kitchen was a collaborative effort,
Somers says. Although she didn't assume
responsibility for the direct-to-consumer
channel until July of last year, she was
involved in the design of the new site
along with ecommerce and finance teams.
The information systems group assisted
with integrations to other systems, and
the customer service group helped develop
a new order processing tool.
Stonewall Kitchen was able to test
several new features before they were
more generally released. "Being part of
those beta tests allowed us to get sort of
a sneak peak," Somers says. With the
checkout process, "we really focus on
trying to make that as easy as possible,
looking for ways to reduce clicks and
get the consumer through that process
as quickly as possible," she says. "The
upgrade and navigation is literally night
and day from our other website."
Another leap forward was in mobile.
Stonewall Kitchen didn't have a
dedicated mobile site separate from its
main website. But in the first year after
adding one in March 2016, visits from
an increase of 53
percent. The number of
transactions nearly doubled,
rising from 6,760 to 13,228, and
the conversion rate rose from
1.35 percent to 1.73 percent.
The results from Einstein have been
equally dramatic. An email sent to
customers and prospects who hadn't
opened an email in more than six
months led to a 9.7 percent click rate and
a 4 percent conversion rate.
"This is really excellent, given that
the list is non-engaged," Somers
says. Year-to-date, the Einstein
recommendations have resulted in
$182,000 in attributable revenue.
"It's definitely influenced the selection
and conversion of about 10 percent of our
year-to-date product revenue generated,"
Stonewall Kitchen has been running a
promotion in which it shows a row of four
products recommended by Einstein to
online customers whose shopping carts are
empty. More than four of five customers
who clicked on one of the products added
it to their carts, Somers says; of those, 40
percent make a purchase.
To achieve those results, Stonewall
Kitchen had to learn to trust the system.
Previously, employees would look at a
customer's transaction history and assume,
for instance, an individual who purchased
pancake and waffle mix last month was
a strong candidate for syrup this month.
While that might be true, they learned to
let Einstein take a closer look.
"One of the things that they really
drilled into our minds and our heads was
to let [Einstein] Predictive
do its thing," Somers says.
Many analytical systems
work with shoppers already
known to the retailer, Garf says
- Einstein works with customers
who are both known and unknown.
"Especially with customers that are
unknown, we collect information, search
and browse and match against similar
individuals to deliver the right content,
product and price," he says.
Einstein lets sales associates in physical
stores use mobile devices to "change
the dynamic from 'check out' to 'check
in'," Garf says. At one retailer, once a
customer enters the store, the associate
extends a greeting and then asks for
their name. By entering the name into
the system, the associate can see the
individual's profile, shopping history,
participation in the loyalty program and
even the products in their shopping cart.
"Armed with that rich information,
the store associate can offer personalized
questions and recommendations," Garf
says. "It's not just access to information,
but predictive recommendations. And it's
not about displacing the store associates,
but empowering them."
At year-end 2016, Stonewall Kitchen's
direct-to-consumer business had jumped
23 percent from its 2016 performance;
its website business alone had grown by
Commerce Cloud incorporates A/B
testing interfaces within the business
manager interface, making it easy to
measure performance. Along with the
financial results, the fact that Stonewall
Kitchen has access to and can analyze
the data is exciting, Somers says.
"Now we can test and try new
Karen Kroll is a business writer based in
STORES September 2017 41