STORES Magazine - December 2014 - (Page 56)

n CUSTOMER RELATIONS Would You Like a Table with That? Rooms To Go bolsters engagement with interactive digital receipts by PETER JOHNSTON A s its name implies, Rooms To Go displays furniture in fully decorated and accessorized rooms, enabling customers to buy anything and everything to decorate their homes. "Greeters meet people at the door," says Russ Rosen, CIO of the Seffner, Fla.-based company, which has nearly 150 stores in the southern United States and Puerto Rico. "They carry tablets, so they can interact with the customers and not have to leave them to answer questions about whether something is in stock, when it can be delivered, color options and so on. They work with the customers all the way through the shopping cart - the only time they have to go to a different station is to take payment." Like virtually all retailers these 56 STORES December 2014 days, Rooms To Go is looking for ways to extend its relationship with its customers beyond an individual transaction. This poses some challenges, since people buy furniture significantly less often than they buy cosmetics, clothing or groceries. One solution the company is about to implement is an interactive digital receipt, which will allow Rooms To Go to make special offers to its customers based on the details of their most recent purchase. "We believe we can increase our follow-on sales by offering interactive couponing on the receipts," says Rosen. "If ... you've bought a dresser and a mirror and a bed, I might be able to offer you a coupon to come in and buy, say, the armoire and an extra nightstand. "We do get a lot of repeat business, but we're not necessarily targeting the customers specifically on the product side, which I think this will help us do." BEYOND PDF The digital receipt system Rooms To Go is implementing - development is underway now, with rollout expected around this month - is from flexReceipts. "What most retailers have in place now is a very basic solution," says flexReceipts CEO Tomas Diaz. "They take an image or make a PDF of the paper receipt and either place that within the body of an email or send it as an attachment." This approach is rapidly being upgraded, says Diaz, due to e-commerce NRF.COM/STORES http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - December 2014

Forward Focused
Retail People
Editor's Page
President's Page
Retail Politics
NRF News
NRF Communities Update
End Cap
Business Operations
Inventory Management
Customer Relations
Store Operations

STORES Magazine - December 2014