design:retail - July 2015 - (Page 24)

clicks & mortar 024 " " We'll see more change in the next years than the last five 50." IN THE BRICK OF IT H EALEY CYPHER SPENT years leading eBay's Innovation team, helping retailers integrate technology platforms into their offline stores. Join us as we pick his tech-filled brain! design:retail: How did you get into the technology at-retail scene? Healey Cypher: Working at e-comm-based companies for a large part of my career, I realized we often weren't thinking about the 92 percent to 94 percent of retail sales that happen in physical bricks-andmortar stores. After all, 75 percent of all purchases are made within 15 miles of U.S. citizens' homes- and we all love branded stores more than shopping any other way (fact). So, I started focusing on integrating the best of Web thinking into the physical world, and it's been an incredible journey since. d:r: Where does retail stand on the spectrum of industries embracing technology? Cypher: Retailers span the adoption curve, from super cutting-edge to the very, very far behind. Overall, it's above obvious industries (e.g. JULY 2015 DESIGNRETAILONLINE.COM healthcare), but it's also burdened because of the heritage of initial tech. Companies who built custom POS systems 20 years ago are finding it hard to develop external services to give them the flexibility to innovate. Newer companies, like Bonobos or Warby Parker, are able to do some incredible things, because they have more cuttingedge infrastructure, and are starting off carefully with smaller footprints. d:r: What are the biggest challenges/risks for physical retailers aiming to up their technology game in-store? Cypher: 1) Necessary infrastructural investment, 2) Operations (training, if needed), and 3) Not falling into a common trap: tech for the sake of tech. d:r: Which retailers are doing it right? Cypher: Well not to say the retailers I don't mention aren't, but some recent ones I've been having fun thinking about are: Rebecca Minkoff, Nordstrom, Warby Parker, Burberry, Bonobos and Rent The Runway. d:r: What is the future of bricks-and-mortar retail? Cypher: Stores aren't going anywhere. But they are going to change. We'll see more change in the next five years than the last 50. HEALEY CYPHER FORMER HEAD OF d:r: How are customers reacting to this new blended physical/digital retail world? Cypher: Customer expectation is outpacing the majority of retail. So, when they do get experiences they like that remove friction and improve the immersive, physical experience, they go nuts over it. They absolutely love it. RETAIL INNOVATION, EBAY INC. HEAR MORE OF CYPHER'S THOUGHTS ON RETAIL TECHNOLOGY AT HIS TALK AT THE DESIGN:RETAIL FORUM IN PORTLAND, ORE., SEPT. 24-26. REGISTER AT DESIGNRETAILONLINE.COM/FORUM. http://www.DESIGNRETAILONLINE.COM/FORUM http://www.DESIGNRETAILONLINE.COM

Table of Contents for the Digital Edition of design:retail - July 2015

design:retail - July 2015
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Have You Heard?
Mingle
Perspectives
Shopper Insights
Shopping with Paco
From Concept to Completion
Brothers Marketplace
Nebraska Furniture Mart
Fixture Leaders
Fixture Products
Backstory

design:retail - July 2015