- Address: Los Angeles
- City: Los Angeles
- State: Los Angeles
There are retailers who have tried to identify alternative omni-channel much. Most of them did not think about the overall customer experience, as he or she goes through the various stages of the day, and when it is probable that any device usage or visit any store, and tie it all together with this client. Chico's FAS is a retailer $ 2.6 billionspecialty with their brands, Casual, stylish clothes for relatives and accessories, and other non-clothing gift, executive director of the Information items.The from Chico FAS Eric Singleton led for FAS digital retail scene setting. As he explains, the company elected a reference to the work of the body theater reference to the life of the theater. In cooperation with other departments of the company, it was designed Singleton experience Omni innovative channel for women who are the customers for their company. The fact that she played a key role in this process and enable information technology officials in retail and beyond, as the CIO should be experienced customers and pay greater innovation model line. (To listen to the audio of this interview affected by the issue, including information about his career Eric Singleton ideas about the evolution of the CIO role, please visit the following link to read more stories like this one, click 'follow' the link above) Peter High: I recently introduced a very innovative Omni-Channel Program in Chico, are referred to as FAS digital retail scene, you can take a little time to describe the basics? Eric Singleton: About one and a half years ago we wanted to take a step back and really start with a white sheet of paper on top of it is a word that everyone uses in conjunction with multi-channel 'Why omni-channel you mean?'. We have more on technology and consumer behavior, and we felt that we must pay attention to the behavior of the transformation of Lden case of customers in this case, from consumers to even more broad-spectrum digital experience. It was not about Digital same as it was 'cool' or 'fun', but only because it was the only real life as Runescape Gold it plays. To this end, we started to define, which means that. We concluded that if we look at the per capita average per day from the time he wakes up to life again in the morning they go to bed at night and everything in between, we have done what a typical day of movement and residence within the analysis, and then we started to stitch out centers in our terms is likely to be, then we work backwards from what the hardware is likely to play an important role in this touch points. If you want to keep working in the series, what the content of the information that the bottom of what interactive capability must exist for these devices that person is the traditional way of life.
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