Lessons Learned from 2016 Holiday Shopping
KEVON HILLS, SVP, Operations and Insights , StellaServiceDAVID PITSCH, Dir., Guest Education Centre, lululemon athletica
© 2016 StellaService. Proprietary & Confidential.
Introducing StellaServiceHelping retail brands grow through better service
Objectively measure contact center and fulfillment operations and benchmark performance against service leaders
Collect real-time customer feedback after every service interaction and use it to
motivate front-line teams
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© 2016 StellaService. Proprietary & Confidential.
Stella Covers The Best And Biggest Online RetailersStellaService Ecommerce Index
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© 2016 StellaService. Proprietary & Confidential.
Christmas Delivery Cutoff DatesExtra Mid-Week Shipping Days Encouraged Later Cutoff Dates In 2015
2016 – Sunday Christmas2015 – Friday Christmas
Most Popular Dates:
Monday, Dec. 21 and 22Most Popular Date:
Wednesday, Dec. 21
Up to Fri. 12/18
Sat.12/19
Sun.12/20
Mon.12/21
Tues.12/22
Wed.12/23
5% – 19% 29% 29% 19%
Up to Sun.12/18
Mon.12/19
Tues.12/20
Wed.12/21
Thur.12/22
Fri.12/23
9% 22% 9% 39% 13% 9%
Fewer Late Cutoffs
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Delivery Cutoffs Move LaterRetailers Extend Deadlines Closer to Christmas
20152014
642016
5Extended Cutoff Dates At Least Twice Over the Past 3 Years
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© 2016 StellaService. Proprietary & Confidential.
• BOPIS bridges the gap between the online and in-store
• Online shoppers looking for a stress-free experience will seek out stores with BOPIS
• Retailers with stores have an advantage in serving shoppers who procrastinate
• Additionally, retailers’ physical stores can continue to capture “ecommerce” revenue
The Buy Online, Pickup In-Store (BOPIS) AdvantageBrick-And-Mortar Stores Have A Leg Up With Last-Minute Shopping
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© 2016 StellaService. Proprietary & Confidential.
Successful Same Day OrdersRetailers Still Struggled to Fulfill Orders on High Traffic Days
Successful Orders Available Same Day
Pre-Holiday Black Friday Cyber Monday Christmas Week Christmas Eve30%
40%
50%
60%
70%
80%
90%
100%
84%76% 75%
86%
72%
91%
76% 76%
86%
75%
Holiday 2015 Holiday 2016
Holiday 2015: 81% Holiday 2016: 82%
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Successful Same-Day OrdersOffice Supply Retailers Were Most Consistent in Fulfilling Orders
Successful Orders Available Same Day
Series10%
25%
50%
75%
100% 98% 98% 95% 93% 93%
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© 2016 StellaService. Proprietary & Confidential.
BOPIS Speed Improved This YearDespite Cyber Monday Blip, Retailers Had Products Ready Faster in 2016
Speed to Item Availability (hours)
Holiday 2015: 5.5 hours Holiday 2016: 2.7 hours
Pre-Holiday Black Friday Cyber Monday Christmas Week Christmas Eve0.0
5.0
10.0
15.0
1.7
4.8
13.9
3.6
7.1
2.1 1.9
4.5
2.51.7
Holiday 2015 Holiday 2016
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© 2016 StellaService. Proprietary & Confidential.
Holiday 2016 BOPIS LeadersOffice Depot Fulfilled Orders the Quickest
Speed to Item Availability (hours)
Series10.0
0.5
1.0
0.3
0.4 0.4
0.6
0.8Incredibly Consistent • Maintained a 100% success rate
on all days except Cyber Monday• Time to availability under 1 hour
all holiday season
Most Improved• Success rate improved from 78% in 2015
to 93% in 2016• Speed to availability improved from 48
minutes in 2015 to 24 minutes in 2016
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© 2016 StellaService. Proprietary & Confidential.
Holiday 2016 Customer Care PerformanceCyber Weekend Chat Speed Impressed
Pre-Holiday 2016 Cyber Weekend December
Note: Pre-holiday is August – October 2016. Cyber weekend is Black Friday – Cyber Monday
21% 16%
44% 61%
Reached in 30s
Reached in 20s
15%
41%
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© 2016 StellaService. Proprietary & Confidential.
80%
90%
90%
63%
77%
80%
97%
87%
80%
Growth of ChatChat Expands as an Offering and in Availability; Email Declines
Jan 2014
Jan 2016
Jan 2017
Offer Email Offer Chat Chat Availability
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© 2016 StellaService. Proprietary & Confidential.
Top Cyber Weekend PerformersL.L.Bean Dominated Phone Speed All Weekend; Home Depot Fastest on Chat
Black Friday Cyber Monday Cyber Weekend
16 secs 8 secs8 secs
5 secs 3 secs 11 secsDownload the full Holiday Report at StellaService.com/holiday
© 2016 StellaService. Proprietary & Confidential.
Top Cyber Weekend PerformersChat is the Fastest Way for Customers to Connect
13 secs11 secs
Top 5 Retailers For Cyber Weekend Overall
47 secs31 secs8 secs
17 secs
34 secs 45 secs
17 secs13 secs
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2016 HOLIDAY LEARNINGS
Importance of being available for our guests during holiday
Value of taking care of our people and sweating together
Mutual win of making experiences easy for our guests and our team
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