var sync_data_records = new Array(
{ timecode: 0, handler: 'blob', id: 1, data: {text: 'RAY WATSON: Thanks, Larry. As Larry mentioned, my name is Ray Watson. I am the Director of Business Development for Litle and Company. And it’s a pleasure to introduce the panel this morning and '}},
{ timecode: 12, handler: 'blob', id: 2, data: {text: 'welcome them to the session. Today four of our colleagues will lead us in discussion of innovations and customer-focused merchandising. Today one of the primary benefits of the web is the '}},
{ timecode: 22, handler: 'blob', id: 3, data: {text: 'manifestation of marketing in real time. And the reality of the web, and the consumer’s adoption of it, has entirely disrupted how we market, manage, and merchandise. Consumers, like never '}},
{ timecode: 32, handler: 'blob', id: 4, data: {text: 'before, are in control. They choose their brands. They demand to receive messages when, how, and through media of their choosing. They transact through forms of payment that didn’t exist even 10 '}},
{ timecode: 42, handler: 'blob', id: 5, data: {text: 'years ago. So, it has become imperative that we all run our businesses through models that listen, capture, and deliver. To deliver a commerce experience that is all about them. Merchandising will '}},
{ timecode: 53, handler: 'blob', id: 6, data: {text: 'continue to be a great frontier. With more pressure to capture consumers these days, it’s all about what we sell, how we sell, and how we involve them. So, I would like to welcome three retail '}},
{ timecode: 62, handler: 'blob', id: 7, data: {text: 'leaders who have lived and led in the consumer centric challenge of ecommerce: Mercedes DeLuca, Global Customer Experience and Chief Information Officer of myShape, Kevin Ertell, Senior Vice President '}},
{ timecode: 73, handler: 'blob', id: 8, data: {text: 'of E-Business with The Borders Group, Inc., and Nancy Behrendt, Senior Director of Global Merchandising of eBags. Our fourth colleague, who has the good fortune to watch us all and speak of our '}},
{ timecode: 82, handler: 'blob', id: 9, data: {text: 'future, Patti Freeman Evans, Research Director of Jupiter Research. So, thank you all and welcome. PATTI FREEMAN EVANS: Thanks very much, and thank you all for staying. I was telling Larry we probably '}},
{ timecode: 99, handler: 'blob', id: 10, data: {text: 'should serve mimosas or beer or something for this. We would really get a turnout, right? We have had an amazing couple of days, I think, you know. These workshops are always so great for me because '}},
{ timecode: 112, handler: 'blob', id: 11, data: {text: 'they are just small and the pacing is terrific, but a couple of key takeaways that I have heard throughout the whole two days so far. One, I think Raul was amazing as he was talking about knowing what '}},
{ timecode: 129, handler: 'blob', id: 12, data: {text: 'their mission is and having everything roll up to their mission, so knowing that they want to be the most trusted, value-oriented source. I think that is an amazing comment in terms of knowing where '}},
{ timecode: 141, handler: 'blob', id: 13, data: {text: 'you’re going. It is sort of like the end of a bowling alley. You know you have pins at the end of the bowling alley, and you know you have to get the ball down there and your goals are pretty '}},
{ timecode: 148, handler: 'blob', id: 14, data: {text: 'clear. I feel like when I have been in the weeds of my business in the past, it’s sometimes hard to remember that. I’m so focused on driving sales, but are all of the things that I am '}},
{ timecode: 160, handler: 'blob', id: 15, data: {text: 'doing rolling up to the goal that the sales are a measure of? And so I take that away as for all of us to sort of re-jigger our thinking to make sure we’re in align with that. And two, with '}},
{ timecode: 172, handler: 'blob', id: 16, data: {text: 'Bryan talking about listening to your customers, which is a good segue to our presentation, listening to your customers and talking to your customers in their language. I think we all think we do '}},
{ timecode: 182, handler: 'blob', id: 17, data: {text: 'that. Right? We don’t write copy that we think customers aren’t going to understand. But, in fact, we are hearing from them directly how they do refer to our products, and now we have a '}},
{ timecode: 193, handler: 'blob', id: 18, data: {text: 'way to sort of transpose that; and, I think, that’s an amazing opportunity for us to think about, and something we might be able to do before the holiday season actually happens. Maybe do a '}},
{ timecode: 203, handler: 'blob', id: 19, data: {text: 'little testing to see how much of a lift you might get from some switches in copy. And then, I think the last thing, which is a - Fiona - I can listen to her all day. Her accent alone makes '}},
{ timecode: 216, handler: 'blob', id: 20, data: {text: 'her sound smart, but she happens to be smart as well. She, I think the message, too, is that, you know, don’t hunker down and just try and get through it, but really be bold and prove your '}},
{ timecode: 233, handler: 'blob', id: 21, data: {text: 'numbers and prove the good story that you have, and show the value that you have to your whole organization. Now, if you are online only, you know, show it to yourselves and be bold now, because we '}},
{ timecode: 246, handler: 'blob', id: 22, data: {text: 'are going to come out of this challenging period, and you want to really look at where you are gonna be at the end of that. What are the tactics and the practices that we are putting into place now '}},
{ timecode: 257, handler: 'blob', id: 23, data: {text: 'going to mean to us six, eight, ten, twelve, eighteen months down the road; because that’s really when you are going to start accelerating. So, just a couple of things that I was thinking about '}},
{ timecode: 270, handler: 'blob', id: 24, data: {text: 'from the content, and I know we will have many more key takeaways from our fabulous panel here. We are going to talk about, you know, the theme of this conference certainly is, how are you using the '}},
{ timecode: 279, handler: 'blob', id: 25, data: {text: 'voice of your customer to merchandise and to be better at merchandising—and these guys have terrific, terrific case studies about how they have been using their customer voices to help them '}},
{ timecode: 290, handler: 'blob', id: 26, data: {text: 'innovate, to help them drive sales, to help them try new tactics, and to help them prioritize the initiatives that they have been working on. And so, to set the stage a little bit, let’s - '}},
{ timecode: 302, handler: 'blob', id: 27, data: {text: 'Oh, look! There we are. I have this little yin and yang, right. I have a little executive-survey data, because, you know, I gotta give you data. I can’t be up here and not give you data. I have '}},
{ timecode: 313, handler: 'blob', id: 28, data: {text: 'a little consumer-survey data. And so, the first thing is we always wanted to know - well, are retailers - retailers are talking about the voice of the customer. They are talking about the '}},
{ timecode: 322, handler: 'blob', id: 29, data: {text: 'customer is in control. They are talking about the customer, right? But are they really listening to their customers and, if so, how? So, clearly the first one, which is relatively easy because we all '}},
{ timecode: 335, handler: 'blob', id: 30, data: {text: 'pretty much have some sort of tracking mechanism on our websites, we’re looking at, OK, you know, what’s the path the people are taking, which is, in a sense, a voice; but it’s not '}},
{ timecode: 347, handler: 'blob', id: 31, data: {text: 'the character, and so that’s a great thing to be doing and most retailers are. I certainly would encourage anyone who isn’t doing that, certainly, take a look at that and see what that '}},
{ timecode: 358, handler: 'blob', id: 32, data: {text: 'gives you in terms of how to learn about your customers, but you know the online surveys - over half of retailers in the United States are actually doing online surveys, which is terrific, and '}},
{ timecode: 369, handler: 'blob', id: 33, data: {text: 'this could be in many forms, whether it’s email or pop-ups, but this is, you know, of course, a terrific way. So, we are, if you’re not listening to your customer, at least in these top '}},
{ timecode: 380, handler: 'blob', id: 34, data: {text: 'two ways, you are really behind the eight ball. There’s a dramatic drop-off once we get behind these things. Many of the next, sort of, tier down, you know, becomes a little bit more complex. '}},
{ timecode: 392, handler: 'blob', id: 35, data: {text: 'Store traffic data is often, you know, hard to even, you know, know and use in the context of a broader evaluation, specifically of how your customers are - what your customers are wanting from you, '}},
{ timecode: 404, handler: 'blob', id: 36, data: {text: 'and what they are trying to accomplish in each channel. But I would encourage you not to wait for full implementation of a unified data base to start talking to your customer and listening to your '}},
{ timecode: 415, handler: 'blob', id: 37, data: {text: 'customer. Do what you can do now. Use what you can use now. So, for example, if you aren’t collecting user reviews now, you do have customer feedback coming to you. So, use that, and try and use '}},
{ timecode: 428, handler: 'blob', id: 38, data: {text: 'that to manipulate your copy or your product information, etc., and to test so that you actually are at least taking advantage of this incredible collection mechanism that we are experiencing now. So, '}},
{ timecode: 440, handler: 'blob', id: 39, data: {text: 'then, consumers - when we ask consumers, what are the most important features, functionalities, content, visual-site features that help you make a purchase decision - so this is really like '}},
{ timecode: 454, handler: 'blob', id: 40, data: {text: 'helping me to buy. We find in the features and functionality section, which is not on here, we find that a parametric search, or being able to drill down on your search results by product attribute, '}},
{ timecode: 466, handler: 'blob', id: 41, data: {text: 'is critical, really quite key, and continues to be. From a visual side, multiple product pictures, not 3D and not even zoom. Color change, yes, but multiple product pictures and also customers like, '}},
{ timecode: 481, handler: 'blob', id: 42, data: {text: 'by the way, they like the quick view. I guess the GAP is a good example of the quick view. But, from a content standpoint, or from a communication standpoint, shipping costs clear. We have heard, '}},
{ timecode: 492, handler: 'blob', id: 43, data: {text: 'actually, from a lot of different sources, that putting shipping costs on the product detail page, or at least really early in the process, is quite important to consumers. Product information from '}},
{ timecode: 501, handler: 'blob', id: 44, data: {text: 'the retailers, that is a pretty broad kind of statement there, but we talked a lot about how to manipulate your product information this week, and I think that goes to show you how important it is to '}},
{ timecode: 514, handler: 'blob', id: 45, data: {text: 'consumers. Then we look at product ratings and reviews, so here is the voice of other customers. So, it is almost as important to me as product information, is the voice of customers, and we have also '}},
{ timecode: 525, handler: 'blob', id: 46, data: {text: 'found that consumers trust other consumers more than the corporation when they are thinking about buying something. And so, it’s not a separate conversation for consumers. They want both of '}},
{ timecode: 539, handler: 'blob', id: 47, data: {text: 'these pieces of content. Partially to validate, one validating the other, and partially to get at things that the retailer has a hard time ferreting out about the products that they might be selling, '}},
{ timecode: 551, handler: 'blob', id: 48, data: {text: 'because they are not using them on a day-to-day basis. Just a couple of things on key content elements to look at that will set us up for our talking about particularly, first will be Nancy from eBags '}},
{ timecode: 564, handler: 'blob', id: 49, data: {text: 'who is going to talk about how they’ve set priorities, based on consumer feedback and some of the merchandising strategies that they have implemented in response to that feedback. So, Nancy, '}},
{ timecode: 575, handler: 'blob', id: 50, data: {text: 'take it away. NANCY BEHRENDT: Great. Thanks, Patti. I oversee the Merchandising Department for eBags US and UK websites, and our merchandisers are directly responsible for the assortments: obviously, '}},
{ timecode: 589, handler: 'blob', id: 51, data: {text: 'the brands, the brand acquisition, sales, net margins, and content. So, all merchandising content related to their categories are their responsibility. So we’ve got a really heavy hand in any '}},
{ timecode: 602, handler: 'blob', id: 52, data: {text: 'website initiatives or enhancements that we would like to do, but really what we really struggle with is this long list of enhancements that we want to do. It is long, and really kind of prioritizing '}},
{ timecode: 614, handler: 'blob', id: 53, data: {text: 'it, our company is in the middle of a platform rewrite, so our IT resources are particularly scarce. So yeah, we are really challenged there. So, we kind of feel like we know what the consumer wants, '}},
{ timecode: 628, handler: 'blob', id: 54, data: {text: 'but really what we wanted to do was hear from them. So, we created a couple of ways to give the customer a voice, and we listened. A couple of things that we are doing is through consumer-generated '}},
{ timecode: 640, handler: 'blob', id: 55, data: {text: 'feedback. We have been collecting reviews since 2000. We’ve got over a million reviews, almost a million five and, while they are a very, very powerful source for the consumer decision process, '}},
{ timecode: 651, handler: 'blob', id: 56, data: {text: 'we use them in merchandising as a way to kind of filter through some of the product that doesn’t get such wonderful reviews. So any thumbs-down review that we get, it goes directly to the '}},
{ timecode: 664, handler: 'blob', id: 57, data: {text: 'merchant and any consistency that they see there, or frequency that they see regarding a product or a brand, they will make adjustments to the assortment accordingly. So that is powerful. It’s '}},
{ timecode: 674, handler: 'blob', id: 58, data: {text: 'not a lot of testimonials that they get, but it is very manageable. The most important thing that we feel that we are doing is we’re collecting customer-web comments. And, what we are doing is '}},
{ timecode: 685, handler: 'blob', id: 59, data: {text: 'really creating a way for the customer to tell us about their shopping experience. While the product reviews are specifically about product, this is about their experience. And, they are wonderfully '}},
{ timecode: 697, handler: 'blob', id: 60, data: {text: 'enlightening, and a little brutal, but they’re it’s fabulous to really get these every day, and these comments come directly from the consumer to the merchandising team and the customer '}},
{ timecode: 709, handler: 'blob', id: 61, data: {text: 'care team on a daily basis. Really what it is, is an opportunity for the customer to leave open ended, free-form messages, so it’s not a survey; it’s not a multiple choice. They are '}},
{ timecode: 721, handler: 'blob', id: 62, data: {text: 'telling you in a couple of words, or a sentence, or a paragraph really what we need to do. So very, very powerful. In fact, we’re using these to prioritize our list of web-site enhancements. '}},
{ timecode: 734, handler: 'blob', id: 63, data: {text: 'Really great suggestions on site navigation and search, assortment, any product feature information that we are missing, our pricing is too high, our brands are great but they want to see these '}},
{ timecode: 747, handler: 'blob', id: 64, data: {text: 'brands, and they want to see a certain product from certain brands. We have customers that come back and actually leave comments on fulfillment and shipping. So, post-sale, any suggestions are there. '}},
{ timecode: 759, handler: 'blob', id: 65, data: {text: 'So they have again been very powerful. We combine them with other data points like web reports or Omniture Analytics that we run, and then we make changes. We are working on three website enhancements '}},
{ timecode: 772, handler: 'blob', id: 66, data: {text: 'currently due to frequent customer comments. The first two are really filter related, and we know that we need more filters on our site. We have 36,000 bags on the site, and it is extremely '}},
{ timecode: 784, handler: 'blob', id: 67, data: {text: 'overwhelming, and our consumers are telling us we need more filters. So, 25% to 30% of the comments that we are getting in on a daily basis is, “I want to shop by color.” Simple, right? '}},
{ timecode: 796, handler: 'blob', id: 68, data: {text: 'And, “I want to be able to really find a laptop case that fits my laptop. I don’t want to see the 4,000 bags that you have out there.” The last one that we have is kind of a fun '}},
{ timecode: 808, handler: 'blob', id: 69, data: {text: 'thing where we were getting comments about designer handbag brands that we had never heard of. What was really kind of cool is, come to find out, there’s an influx of emerging handbags designers '}},
{ timecode: 820, handler: 'blob', id: 70, data: {text: 'that were sending their samples to fashion magazines, and getting placements, and the consumers were seeing them and then going on the web and looking for them. So, we created a cool little shop that '}},
{ timecode: 831, handler: 'blob', id: 71, data: {text: 'we will show you called On the Streets that features these emerging designers. So, shop by color. Sounds simple? We couldn’t get it on the list, sure. Actually you wanna go back? There we go. '}},
{ timecode: 841, handler: 'blob', id: 72, data: {text: 'Couldn’t get it on the list but again, represented 25% to 30% of the comments that we were getting in. And they are as simple as, “I love this one.” “Please let us shop by '}},
{ timecode: 852, handler: 'blob', id: 73, data: {text: 'color; I will keep asking and asking.” “I love eBags, but I would like to be able to search by color.” I think this gal down here on the bottom is actually screaming at us with a '}},
{ timecode: 862, handler: 'blob', id: 74, data: {text: 'capital letters, but she says thanks, so I guess that’s ok. We created a shop-by-color filter that we are launching this next quarter. And again, it’s a fairly simple implementation that '}},
{ timecode: 873, handler: 'blob', id: 75, data: {text: 'we are using with our existing navigation, but, again, just trying to get everything prioritized. And we feel so strongly, not only with the web comments, but just kind of our gut feel that it’s '}},
{ timecode: 886, handler: 'blob', id: 76, data: {text: 'gonna lift orders at least 5%. Again, that doesn’t sound like a lot, but when you get these incremental things kind of going, it all adds up. The next one is laptop case finder, which we have. '}},
{ timecode: 898, handler: 'blob', id: 77, data: {text: 'We had a laptop case finder on the site, but apparently customers weren’t seeing it, because they were asking us again, daily, that they wanted some help finding a bag. So, not only were they '}},
{ timecode: 910, handler: 'blob', id: 78, data: {text: 'not finding it, but those that did find it, needed additional filters once they were in there. So, what we did is scoped out and, again, due to launch this next quarter, a laptop case finder that is '}},
{ timecode: 922, handler: 'blob', id: 79, data: {text: 'much more customer-friendly than what we had before, with additional filters like, do you want additional file folders, do you want your laptop sleeve to fit snug on your laptop, and then, of course, '}},
{ timecode: 936, handler: 'blob', id: 80, data: {text: 'we are going to put it everywhere. We are almost going to, with a velvet hammer, kind of force the consumer to shop for a laptop case through this tool. Then, speaking of widgets earlier, we would '}},
{ timecode: 946, handler: 'blob', id: 81, data: {text: 'really like to build this tool so that it’s a widget that we could give to our partners that also sell our computer bags. And again, kind of force the consumers to shop that way. Because, again, '}},
{ timecode: 971, handler: 'blob', id: 82, data: {text: 'there’s really no need to shop for a laptop case bag that does not fit specific. So, On the Streets, really, really fun project that we started a little over a year ago and, again, we are '}},
{ timecode: 983, handler: 'blob', id: 83, data: {text: 'getting comments not only for handbag designers that we did not know, but we are getting comments about women that wanted a unique bag. They wanted to carry something that no one else had like, '}},
{ timecode: 996, handler: 'blob', id: 84, data: {text: 'emerging designers from all over the country, and because they were kind of different and unique, we really wanted to have the experience a little bit different. So, this is a quick little demo on the '}},
{ timecode: 1008, handler: 'blob', id: 85, data: {text: 'shop that we created called On the Streets. A different experience than what you would see anywhere else on our website, with a little bit more flash and, obviously, videos, so really important to '}},
{ timecode: 1020, handler: 'blob', id: 86, data: {text: 'kind of tell the story about our designers, and then using any types of kind of fun ways, kind of an emotional way, for this woman to shop for these designers. Then “press picks” and '}},
{ timecode: 1035, handler: 'blob', id: 87, data: {text: '“as seen in” locations really important for this particular customer. Google map that we launched on the bottom with locations of where these designers are, and you can kind of click '}},
{ timecode: 1046, handler: 'blob', id: 88, data: {text: 'through: these are all of our California designers, click through and go to their brand store. So, kind of unique fun and different, and we actually have a higher conversion on this particular '}},
{ timecode: 1055, handler: 'blob', id: 89, data: {text: 'section, handbag section. Then we do, there’s the video we are doing. VIDEO: It’s not my real name. I had a contest among my family and friends to make up the name of the company and my '}},
{ timecode: 1079, handler: 'blob', id: 90, data: {text: 'brother-in-law won with Cammie Hill. I had done a small leather clutch. It was a prototype that I made myself. It was an idea that I had from manufacturing design school, and then a boutique owner '}},
{ timecode: 1093, handler: 'blob', id: 91, data: {text: 'downtown saw it and asked to carry a few pieces of mine. The stylist for Sex in the City came across this boutique and brought it back and then contacted me to buy some other pieces from the line and '}},
{ timecode: 1106, handler: 'blob', id: 92, data: {text: 'then the bag was actually featured pretty prominently on the show for a couple of shows. Then from there I really got to use that as a catalyst to get some buyers to the line, and yeah, and other '}},
{ timecode: 1119, handler: 'blob', id: 93, data: {text: 'movies and TV shows then became really interested, so it was good. (Video End) NANCY: What we wanted to do really was introduce these new emerging designers to the customers, and we are letting them '}},
{ timecode: 1131, handler: 'blob', id: 94, data: {text: 'kind of set the stage for how they want to introduce themselves. Cammie Hill lives in New York, and she wanted it to be very street-oriented with, you know, sirens and all, so that was kind of the '}},
{ timecode: 1141, handler: 'blob', id: 95, data: {text: 'interpretation. Everyone is completely different. Again, had much success with the clicks and conversion on video that we decided to roll it out into more opportunities. So, not only do we have Meet '}},
{ timecode: 1153, handler: 'blob', id: 96, data: {text: 'the Designer, but we’re doing instructional product videos that we’re seeing four times greater conversion on the products that actually have these videos. This is our private-label '}},
{ timecode: 1163, handler: 'blob', id: 97, data: {text: 'developer and it’s kind of a dorky little, not very sexy, video that just kinda he’s talking about why he made pockets like he did, and how you can customize his bag for your trip, and '}},
{ timecode: 1174, handler: 'blob', id: 98, data: {text: 'what\'s really awesome now, kind of completing the loop, is we’ve got customer reviews on these bags, telling other customers, watch the video. “I watched the online video, and it was what '}},
{ timecode: 1188, handler: 'blob', id: 99, data: {text: 'helped me decide to buy the bags.” “See the video for all of its features.” “Check it out. It’s a great demonstration.” So, here we’ve got, you know the '}},
{ timecode: 1196, handler: 'blob', id: 100, data: {text: 'customer saying you’ve gotta watch the video. So, I have a little snippet of just different types of videos that we’re doing. Starting out with, if you go to About eBags, it just tells the '}},
{ timecode: 1206, handler: 'blob', id: 101, data: {text: 'customer a little bit about what we’re, what we’re are all about. VIDEO ANNOUNCER: eBags.com launched in March of 1999 and is the world’s leading online retailer of luggage, '}},
{ timecode: 1221, handler: 'blob', id: 102, data: {text: 'handbags, business cases, backpacks, and accessories for all lifestyles. AGATHE PLANCHON: Welcome to San Diego. Nice to meet you. I am Agathe Planchon, the designer and President of Gustto. LADY: I '}},
{ timecode: 1233, handler: 'blob', id: 103, data: {text: 'found that there was a missing niche in the market of something really cool, eclectic, and different. Something eye catching. LADY: Hello, and welcome to Timbuktu. This is our San Francisco '}},
{ timecode: 1246, handler: 'blob', id: 104, data: {text: 'International Headquarters. This is where it all happens. This is behind the scenes. MAN: What we are trying to do in the lab, we are trying, as best we can, mimic what the product is going to see out '}},
{ timecode: 1257, handler: 'blob', id: 105, data: {text: 'in the field before it actually gets out there. So this shows you why we use urethane. (Balloon Pops - Laughter) LADY: Many of you are familiar with nanotechnology. Let me show you how we have '}},
{ timecode: 1269, handler: 'blob', id: 106, data: {text: 'applied this technology to our Performax fabric. When mud, water, oil, or other stain causing liquids and solids get on your bag, our Nanoseal coating prevents those stains from penetrating the '}},
{ timecode: 1279, handler: 'blob', id: 107, data: {text: 'fabric. MAN: I\'m here to see what is in everybody’s bag. LADY: I got a wallet. MAN: I am going to see if she got some money in here, uh huh. LADY: I don’t, just lots of cards. MAN: Diary, '}},
{ timecode: 1297, handler: 'blob', id: 108, data: {text: 'I am not going to go through that. LADY: Oh, yeah, yeah, yeah. MAN: Oh, my God. LADY: Oh, my God. MAN: I’m just playing… I’m just playing! (Laughter) (Video End) PATTI: That’s '}},
{ timecode: 1308, handler: 'blob', id: 109, data: {text: 'great. Well thank you, Nancy. That’s terrific. I have a couple of quick questions, and if you guys have questions now, you can hold up your hand or we can wait until the end, too. So, as you '}},
{ timecode: 1319, handler: 'blob', id: 110, data: {text: 'are, I think if we skip back to getting the feedback about the site. So, first of all you have been collecting reviews about products for years, and you have a standard way of asking and that works. '}},
{ timecode: 1331, handler: 'blob', id: 111, data: {text: 'What -how did you decide to start asking about the site experience, and how do you do it? Is it an email five days after they have purchased, or only if they call customer service, or what? NANCY: The '}},
{ timecode: 1341, handler: 'blob', id: 112, data: {text: 'web comments? They actually, there is a section at the bottom of every page of the website and, so, the consumer, at any time during their session, they can leave a comment about the page that '}},
{ timecode: 1353, handler: 'blob', id: 113, data: {text: 'they’re on. If they are in a brand store, or a product page that they need to see more information, and so it is really related to, kind of, where they’re at. Not only do we get the '}},
{ timecode: 1363, handler: 'blob', id: 114, data: {text: 'comment, but we get exactly what page that they were on, so we can kind of tie it back to where they were at in their experience. Then, that is, they’re all kind of aggregated and sent to the '}},
{ timecode: 1374, handler: 'blob', id: 115, data: {text: 'appropriate people that wanna, that really kinda wanna review the comments. PATTI: And so you built it, there’s not like a little person behind the scenes. NANCY: No, it’s all automated. '}},
{ timecode: 1382, handler: 'blob', id: 116, data: {text: 'Automation is good. PATTI: And then you mentioned that 25% of people were saying that they wanted this shop by color, so is that the standard, or how, you know, how much do you need? How many comments '}},
{ timecode: 1405, handler: 'blob', id: 117, data: {text: 'do you need to tell you? NANCY: You know, we don’t really have a percentage or a standard, but what’s really interesting is when you read these every day, you really kind of, it’s '}},
{ timecode: 1418, handler: 'blob', id: 118, data: {text: 'really an eye opener. When you get two to five comments daily just talking about, you know, wanting to shop by color, or wanting more filters. And I actually have a dozen more initiatives that we '}},
{ timecode: 1428, handler: 'blob', id: 119, data: {text: 'could roll out instantly, again, with just frequency that I have been collecting over, you know, the last three to nine months. So it’s really just kind of working off the frequency factor as '}},
{ timecode: 1447, handler: 'blob', id: 120, data: {text: 'opposed to a percentage. PATTI: So, is there - oh, I just totally lost my question, I’m sorry. So, in this, in this process, where have you been the most surprised? Like are they asking, are '}},
{ timecode: 1457, handler: 'blob', id: 121, data: {text: 'recently it\'s escalated where we are getting comments about pretty significant promotional messaging. They’re confused about our promotional messaging. We have 520 brands on the site, and 125 of '}},
{ timecode: 1458, handler: 'blob', id: 122, data: {text: 'they giving you comments that you didn’t sort of already know? NANCY: Yeah, good point. There is a lot of this that I kind of had gut feelings about, but I wouldn’t say recently, but '}},
{ timecode: 1473, handler: 'blob', id: 123, data: {text: 'them do not want to participate in any of our onsite promotions other than free shipping. We use, we use, single-day events, or weekend events to kind of push our business for the week or whatever. '}},
{ timecode: 1485, handler: 'blob', id: 124, data: {text: 'And they’re planned scheduled events, but we don’t include these brands, and our messaging wasn’t, it just wasn’t good enough for the customer. They, talk about bait and '}},
{ timecode: 1495, handler: 'blob', id: 125, data: {text: 'switch. They really felt they were losing trust in us, because we weren’t really kind of communicating the way that we should about these 125 brands that weren’t included. They happen to '}},
{ timecode: 1506, handler: 'blob', id: 126, data: {text: 'be some of the best brands that we have on the site. So, we were seeing it frequently. So, we made changes and have still seen consistency with the reviews, so we know that we still have more work to '}},
{ timecode: 1517, handler: 'blob', id: 127, data: {text: 'do. That what we did either wasn’t enough or we need to make adjustments, too. So, we were caught off guard with kind of the tone and really how upset that they were. PATTI: That’s the '}},
{ timecode: 1530, handler: 'blob', id: 128, data: {text: 'capital letters comments? NANCY: It’s the capital letters. PATTI: That’s great, because you thought you were communicating this well. It sort of goes back to Bryan’s, I think, '}},
{ timecode: 1540, handler: 'blob', id: 129, data: {text: 'comments. You think you are communicating well, but, in fact . . . NANCY: So it’s just a great vehicle to just kinda hear straight from these guys, these customers what they need. PATTI: Great, '}},
{ timecode: 1549, handler: 'blob', id: 130, data: {text: 'any, maybe a question here? Wait for two seconds Larry is sprinting over. AUDIENCE: I have kind of a two-part question. One, is there any feedback loop back to those customers who were asking for '}},
{ timecode: 1563, handler: 'blob', id: 131, data: {text: 'things, saying, “hey, we heard you?” NANCY: Yes, great point. We actually have our merchants, we have our product developer, and our customer care team reply back, because they are asking '}},
{ timecode: 1575, handler: 'blob', id: 132, data: {text: 'a question and a lot of times they\'ll say, “Are you hearing me?” or “Will someone contact me?” And what’s interesting is the merchandisers are getting this customer care. '}},
{ timecode: 1584, handler: 'blob', id: 133, data: {text: 'VPs in our company read these on a daily basis, so everybody hears, and we react. And then, you know, we’ll kind of counter each other and just make sure, “Did you hear this person?” '}},
{ timecode: 1595, handler: 'blob', id: 134, data: {text: '“Did you respond back? Because it’s really important.” And they are amazed and just, really, pleasantly delighted that you do respond back. It’s awesome. AUDIENCE: And then the '}},
{ timecode: 1603, handler: 'blob', id: 135, data: {text: 'second question is, by getting all this data from the customers, are you having an easier time getting buy-in from the executive team on development stuff? NANCY: You got it. You better believe it. '}},
{ timecode: 1614, handler: 'blob', id: 136, data: {text: 'Yeah. I have, I mean, this is a sampling of hundreds and hundreds of each one of these categories that I have. And it’s, it’s kind of hard not to listen to and really take it for granted. '}},
{ timecode: 1627, handler: 'blob', id: 137, data: {text: 'I have been advocating Shop by Color for years, and I am on the executive team, so having this feedback from the customer is so much more relevant you know? Yeah, it works. PATTI: That’s great, '}},
{ timecode: 1656, handler: 'blob', id: 138, data: {text: 'and another? Keep going on, ok great. Next up is Mercedes DeLuca, and she is with myShape, and she’s going to walk us through how myShape is a more personal approach to, to recommending products '}},
{ timecode: 1669, handler: 'blob', id: 139, data: {text: 'for women. MERCEDES DELUCA: Well thank you. Really appreciate to be here on behalf of the myShape team, and particularly to talk about the voice of the customer, and how we use the voice of the '}},
{ timecode: 1684, handler: 'blob', id: 140, data: {text: 'consumers were telling us. So, let me launch into our presentation. And basically, I want to focus on some of the key things of how we hear the customer, and how we act on it in the personal shop. And '}},
{ timecode: 1697, handler: 'blob', id: 141, data: {text: 'I’ll actually be giving you a little live demonstration, so I am going to get up in a couple of minutes. It’s hard for me to sit still. So fundamentally, if you look at the consumers and '}},
{ timecode: 1710, handler: 'blob', id: 142, data: {text: 'the women, women are very unique. The voice of the customer is very unique, and one size doesn’t really fit all. And so, our objective is how do we satisfy the needs of millions of women? How do '}},
{ timecode: 1724, handler: 'blob', id: 143, data: {text: 'we do that and, yet, do that really one person at a time? Because we recognize that every woman has unique needs. Nancy was talking about the colors and how important people wanted to shop by colors. '}},
{ timecode: 1736, handler: 'blob', id: 144, data: {text: 'Some people are very interested in the colors, or the size of the bag, or what it can do. And you know, our customer is very interested in the products that she’s thinking about buying, and the '}},
{ timecode: 1748, handler: 'blob', id: 145, data: {text: 'clothing that she’s thinking about putting on her body. So we want to give her not only as much information about the product as we can, but also be in a position to understand her, at a very '}},
{ timecode: 1759, handler: 'blob', id: 146, data: {text: 'deep level, and to almost anticipate what she would like to have. So that’s sort of the essence of our company. And so, for that, we would be myShape, and so, at this point, you’re '}},
{ timecode: 1771, handler: 'blob', id: 147, data: {text: 'probably wondering, “how do they do that,” or “what do we do.” So we deliver this promise of listening to the consumer and really delivering a very personalized experience from '}},
{ timecode: 1784, handler: 'blob', id: 148, data: {text: 'a merchandise perspective through the personal shop. Personal shop is the way we speak to the woman. Basically, what we do is, we connect women with clothing that is going to fit them, that is going '}},
{ timecode: 1799, handler: 'blob', id: 149, data: {text: 'to flatter them, and that is going to match their personal preferences. I am sure you are all sitting here thinking, “Well I have a lot of preferences. I am not sure anybody can fill them '}},
{ timecode: 1807, handler: 'blob', id: 150, data: {text: 'all.” We’re not all the way there yet, believe me, but we are definitely on the way. And our objective is to help women feel confident and radiant and beautiful and feel good about the '}},
{ timecode: 1820, handler: 'blob', id: 151, data: {text: 'shape that they are in, regardless of whether they are a design-fit model, or a busy mom, or a busy office worker. We believe that great women come, basically, in all shapes and all sizes. There '}},
{ timecode: 1833, handler: 'blob', id: 152, data: {text: 'isn’t just one way. We take these three key things: the shape of the woman, her measurements, and her personal preferences, and we sort of throw them all into our magic box, and we basically '}},
{ timecode: 1848, handler: 'blob', id: 153, data: {text: 'create an environment where all of that information is taken in and then we deliver a personal shop. I am going to switch over to the personal shop and, in each of these cases, I\'m actually going to '}},
{ timecode: 1862, handler: 'blob', id: 154, data: {text: 'show you my personal shop. Hang on a second while I do that and switch over. Ok, do that. Not gonna - there we go. So what I have done, just to set it up, this is the place where when people come '}},
{ timecode: 1883, handler: 'blob', id: 155, data: {text: 'to the site this is what they first see. And so, if I were to go into the general shop, I am going to show you the results first to sort of get your head around what we do, and then I will go back and '}},
{ timecode: 1893, handler: 'blob', id: 156, data: {text: 'share with you a little bit of how we do it. That’s sort of where I am going. So basically, if I go to dresses on the site - and right now I am in the general shop, I haven’t logged in - '}},
{ timecode: 1904, handler: 'blob', id: 157, data: {text: 'you can see that there is many, many dresses that I can pick from, and I happen to know that I am a Shape A, so an A has broader hips. Please don’t stare at the hips right now. (Laughter). But '}},
{ timecode: 1917, handler: 'blob', id: 158, data: {text: 'if you look at our site, and I am hoping you can see it, we have these letters under each of the garments, and the second garment in with the pink waist says it has the Shape A in it. And then, if we '}},
{ timecode: 1930, handler: 'blob', id: 159, data: {text: 'go further down, you can see more Shape A garments. I will draw your attention to the blue one. The one with the blue sash on it is also shaped for A. So, as you know, and I think Nancy alluded to it, '}},
{ timecode: 1942, handler: 'blob', id: 160, data: {text: 'too, if we overwhelm the consumer with so many choices and so many things, how do they know to pick for themselves? Basically, by me entering some information about myself, and us using our patented '}},
{ timecode: 1955, handler: 'blob', id: 161, data: {text: 'technology, we are basically able to create something called a personal shop. This is the tab here that I am going to click on. And this personal shop is at my actual personal shop. In that personal '}},
{ timecode: 1967, handler: 'blob', id: 162, data: {text: 'shop, if I go to dresses, then what I would see are the dresses that are basically for Shape A that will flatter Shape A. That’s the first thing that we do. We try to help women by finding '}},
{ timecode: 1980, handler: 'blob', id: 163, data: {text: 'clothing and things that we believe will flatter their shape based on the proportions that we know about them. Then, we go a step further. You may notice that the pink dress with the belt is not in my '}},
{ timecode: 1993, handler: 'blob', id: 164, data: {text: 'shop. It is not in my personal shop. Basically, if you look at the blue dress - and I will tell you why the pink one isn’t there in a moment by demonstrating into the product page - we also go a '}},
{ timecode: 2003, handler: 'blob', id: 165, data: {text: 'step further. I have presented my measurements to myShape, so that myShape is in a position to be able to know whether or not a particular size of a dress is going to actually fit me. In this case, '}},
{ timecode: 2015, handler: 'blob', id: 166, data: {text: 'this dress - this is our zoom here - but this dress, the algorithm in the system is saying that based on this manufacturer, I would wear a size 16 in that dress. Sometimes I will wear a 12 and '}},
{ timecode: 2030, handler: 'blob', id: 167, data: {text: 'sometimes I will wear a 14, and sometimes I will wear a 16. And the women in the room are all nodding their heads, going “Yep, yep, got it.” So fundamentally, if we had the dress in stock, '}},
{ timecode: 2040, handler: 'blob', id: 168, data: {text: 'and it will fit me in that size, then I will see it. So now I’ll go back to the personal shop, just very quickly, and show you what gives with the pink dress, or the pink sash. Fundamentally - '}},
{ timecode: 2055, handler: 'blob', id: 169, data: {text: 'go back. Sorry, I went back one, go back to the personal. So I am going to leave my personal shop, and I will be notified that I’m leaving my personal shop. I left it there so you could see how '}},
{ timecode: 2067, handler: 'blob', id: 170, data: {text: 'that works. I’ll go into the dresses, and I’ll go into this dress. When I’m here, the size is not being recommended to me because I’m not in my personal shop. The system does '}},
{ timecode: 2077, handler: 'blob', id: 171, data: {text: 'not know really that it is me. But, you can see when I pull down on the sizes there is no 14 or 16 in this dress. Either it didn’t come in that size, or the merchants didn’t choose to buy '}},
{ timecode: 2088, handler: 'blob', id: 172, data: {text: 'it that way. At the end of the day, it’s not being shown to me so it won\'t disappoint me, and I won’t try to buy something that isn’t going to fit. So how is that listening to the '}},
{ timecode: 2096, handler: 'blob', id: 173, data: {text: 'customer voice? Well really, what is, is it’s taking all of the information that we have from our customers and the deep relationship that we have with them, because women are so frustrated over '}},
{ timecode: 2106, handler: 'blob', id: 174, data: {text: 'not being able to find things that fit and flatter them, that basically what we\'ve done is we have said, “OK, tell us about yourself. Tell us about your preferences. Do you like to wear things '}},
{ timecode: 2115, handler: 'blob', id: 175, data: {text: 'snug? Do you like to wear things loose around the hips. Tell us about do you like long sleeve or short sleeve?” And we have basically taken that information, and then put it into our algorithm '}},
{ timecode: 2126, handler: 'blob', id: 176, data: {text: 'and take it up. We have a very deep profile with our members. We are constantly striving to change that, and so the voice of the customer comes out in the style that she likes. So we ask questions '}},
{ timecode: 2138, handler: 'blob', id: 177, data: {text: 'about style for example, and we make it possible for the members to tell us about the styles that they like. And we’re constantly iterating and changing the site, so it is certainly not perfect. '}},
{ timecode: 2150, handler: 'blob', id: 178, data: {text: 'What we are doing is working to try to better understand the customer through her voice. If she’s someone who says that she likes to wear contemporary clothing, or she prefers certain brands, we '}},
{ timecode: 2164, handler: 'blob', id: 179, data: {text: 'look at that information, and we basically work to understand, “Well, what do you really like?” because sometimes women can’t define themselves. So we give them clues to help them '}},
{ timecode: 2173, handler: 'blob', id: 180, data: {text: 'understand what is it about them, what is it about a classic woman, or a trendy woman, or an artistic woman. Then we look for clothing that has the kind of influences to take it all the way through. '}},
{ timecode: 2184, handler: 'blob', id: 181, data: {text: 'So fundamentally, no two women have exactly the same shop, and we think that\'s really every woman’s dream to sort of walk into a store and have it reassembled for you just as you are about to '}},
{ timecode: 2194, handler: 'blob', id: 182, data: {text: 'walk through the door, and have it only have the things that fit, that flatter you, and that match your personal preferences, what they may be. Maybe you don’t like to wear bows, as an example. '}},
{ timecode: 2205, handler: 'blob', id: 183, data: {text: 'So the profile is deep, and I just wanted you to have how we do it. We match the clothing basically, using the profile and using the information that we have, to create these general shops and these '}},
{ timecode: 2217, handler: 'blob', id: 184, data: {text: 'personal shops, and they change, basically, as people log in, in real time. So, I am going to move back I think into the presentation. These are some of the brands and some of the questions that we '}},
{ timecode: 2235, handler: 'blob', id: 185, data: {text: 'ask. Let me just go here, it\'s this one. Oops, that\'s not it. I should put on my glasses. There we go. Ok and so, I wanted to just make one point about this slide, that we find that the customers are '}},
{ timecode: 2261, handler: 'blob', id: 186, data: {text: 'buying more at the average order because of the personal shop and the personalization that’s going on there, and also return less. So we basically offer free shipping and returns for women who '}},
{ timecode: 2271, handler: 'blob', id: 187, data: {text: 'shop, who have set up their personal shop and shop in their shop. That’s one of the parts of the promise that we have. We have been getting a lot of feedback from our partners and from the media '}},
{ timecode: 2285, handler: 'blob', id: 188, data: {text: 'around what we are doing, because they think it really does resonate with the voice of the customer. We are also at the site - I don’t know if you noticed it as well - but we are also using the '}},
{ timecode: 2295, handler: 'blob', id: 189, data: {text: 'community voice to help people make decisions about what others are, in the same shape, considering and looking at, at the same time. So it’s, all of it is part of listening to the customer and '}},
{ timecode: 2307, handler: 'blob', id: 190, data: {text: 'trying to understand better what she wants and what she is looking for. And then, we just feel that myShape empowers women and helps women to feel more powerful and, therefore, it’s a huge '}},
{ timecode: 2321, handler: 'blob', id: 191, data: {text: 'category, as everyone has spoken to earlier today, the great opportunities. We think one of the barriers to that opportunity is that people just don’t know if something is going to fit them or '}},
{ timecode: 2331, handler: 'blob', id: 192, data: {text: 'what it\'s going to look like. It is so disappointing to get something to come in and find that it either doesn’t fit you, or it’s not a fabric you would have bought, or it’s not a '}},
{ timecode: 2340, handler: 'blob', id: 193, data: {text: 'look and feel that you would have liked. We would just as soon avoid those returns, if possible, by using the personal shop. So, I appreciate everybody’s attention and time. That’s sort of '}},
{ timecode: 2350, handler: 'blob', id: 194, data: {text: 'the overview. PATTI: Thank you for walking us through the site. I have sort of a logistics question, maybe. Is, how do you get people to fill out such a robust profile? Because, I know we all want, '}},
{ timecode: 2364, handler: 'blob', id: 195, data: {text: 'you know, hugely robust information about our customers. How do you get them to do it? MERCEDES: Well, I think that, you know, first and foremost the team has done a really extraordinary job of '}},
{ timecode: 2374, handler: 'blob', id: 196, data: {text: 'designing it and making it very visually appealing. And it speaks to women in a voice that women are comfortable with. We’re still refining some of the words, because we get feedback from our '}},
{ timecode: 2384, handler: 'blob', id: 197, data: {text: 'customers like, “Didn’t understand what you were asking in that question,” or “not sure what you\'re saying.” But, we, as you can imagine, there’s a lot of opinions '}},
{ timecode: 2392, handler: 'blob', id: 198, data: {text: 'inside our company as to how we should do things. And so we’re constantly listening to our customers, ourselves, and you know, really designing something that makes it easy. We, obviously, make '}},
{ timecode: 2405, handler: 'blob', id: 199, data: {text: 'it possible for people to do it in parts. We don’t require that it all be done at the same time. What I think happens is that women start to use the personal shop, and they start to see how it '}},
{ timecode: 2416, handler: 'blob', id: 200, data: {text: 'morphs by them giving us better answers about how they like to dress, or what age appropriate they like to see. And so, that really becomes its own internal carrot. I think it also speaks to the fact '}},
{ timecode: 2431, handler: 'blob', id: 201, data: {text: 'that women are looking for a better experience than just maybe going into a store and not having enough selection, or just a few things that they can try on. PATTI: So, if somebody doesn’t have '}},
{ timecode: 2446, handler: 'blob', id: 202, data: {text: 'a complete profile, yet they are shopping, are you soliciting feedback from them? So like what’s the feedback loop to encourage them? MERCEDES: What we try to do, we are definitely going to be '}},
{ timecode: 2458, handler: 'blob', id: 203, data: {text: 'putting up more around education and helping women understand, but we communicate with them when they log in, and we basically encourage them and share with them the benefits of putting in the '}},
{ timecode: 2466, handler: 'blob', id: 204, data: {text: 'information. I think people are starting to see the benefits, so it’s just more encouraging from that perspective. We usually do it when they log in. We might sometimes do some outbound mailing '}},
{ timecode: 2477, handler: 'blob', id: 205, data: {text: 'that makes it appropriate. Someone might think, “Oh, well, I haven’t yet answered a particular question,” and now we are suddenly showing coats or something, so they might be more '}},
{ timecode: 2487, handler: 'blob', id: 206, data: {text: 'inclined to share a measurement or something that they didn’t put in before, or maybe didn’t know when they were doing the survey. A lot of people go through the profile while '}},
{ timecode: 2496, handler: 'blob', id: 207, data: {text: 'they’re at work, so then they go home, and they finish it up. So we see people coming back and sharpening it up. And we’re really happy about that. PATTI: You mentioned using the '}},
{ timecode: 2506, handler: 'blob', id: 208, data: {text: 'community. How do you use the voice of the community within somebody’s personal profile? MERCEDES: So we do it, actually, today we do it through - what we’ve done is, we’ve taken the '}},
{ timecode: 2519, handler: 'blob', id: 209, data: {text: 'twist of the community so many people have what others have seen or purchased, or looked like, or looked at. We keep track of that on the site through a partner, and then we know, for example, that if '}},
{ timecode: 2533, handler: 'blob', id: 210, data: {text: 'someone has looked at the orange top and maybe they have also looked at the orange jacket or blue top. But what we do is we take it a step further, and we make sure that those matches are actually '}},
{ timecode: 2545, handler: 'blob', id: 211, data: {text: 'available to women inside their personal shop. So we actually only show that feature inside the shop. Again, because we want to preserve the promise of fit and flatter and style preferences being '}},
{ timecode: 2558, handler: 'blob', id: 212, data: {text: 'honored, so if you said, “I don’t want it to be snug,” and it is going to be snug then we shouldn’t be even showing it to you, even if others said, “You’ll love '}},
{ timecode: 2566, handler: 'blob', id: 213, data: {text: 'it.” And to be clear, I didn’t show it in the shop, but some of you may be wondering, “Well, what makes my shape the big arbiter of all things that are good or great?” We have '}},
{ timecode: 2576, handler: 'blob', id: 214, data: {text: 'a concept below the line, or something different, so once you\'ve seen the things that match your shape and your preference and are good for you, we\'ll also show you the things that will fit you out of '}},
{ timecode: 2588, handler: 'blob', id: 215, data: {text: 'there, too. So if you decide you want to take a walk on the wild side, you can do that, so we make that available. PATTI: That’s great. Questions? We have one over here. Oh, one right there, '}},
{ timecode: 2600, handler: 'blob', id: 216, data: {text: 'too. There’s, maybe the other mic. AUDIENCE: Ok to go? So, given your measurements is one-half of the fit equation. What do you make sure that from the vendor’s side, there is accuracy so '}},
{ timecode: 2614, handler: 'blob', id: 217, data: {text: 'you actually have something that fits? MERCEDES: So we work - we partner really closely with the vendors, and we have been very, very pleased with our interactions with them and working with them. You '}},
{ timecode: 2627, handler: 'blob', id: 218, data: {text: 'know, they would like to see their product go in the right hands, and so they like this paradigm. It results in fewer returns. It\'s better customer satisfaction. We are introducing customers to '}},
{ timecode: 2639, handler: 'blob', id: 219, data: {text: 'vendors or designers that they have never known before, so we’re a great opportunity for not well-known vendors or designers to also be featured on the site. and basically, it\'s an introduction '}},
{ timecode: 2655, handler: 'blob', id: 220, data: {text: 'that we make so they are very interested in partnering with us and working with us on all the data information that we work with. AUDIENCE: So, I have never been on your site for obvious reasons '}},
{ timecode: 2666, handler: 'blob', id: 221, data: {text: '(Laughter), but… PATTI: We won’t hold that against you! AUDIENCE: …but as a, do you allow the ability to share your profile with other people, so like a husband that’s '}},
{ timecode: 2676, handler: 'blob', id: 222, data: {text: 'looking for a gift, and I am always at a loss. Could I somehow see her profile, and see what kind of her wish list or whatever? MERCEDES: Yes, for you, just for you. We have what’s called the '}},
{ timecode: 2688, handler: 'blob', id: 223, data: {text: 'wish list. So, women can go through; she can pick out the items that she really likes. She will mark them as a favorite, and then she can send basically a notification to someone like you who would be '}},
{ timecode: 2698, handler: 'blob', id: 224, data: {text: 'willing to buy the great things. You can pick from them, but we don’t disclose any personal information about the woman, so that basically you wouldn’t know her size. You would just be '}},
{ timecode: 2708, handler: 'blob', id: 225, data: {text: 'basically buying it for her as a great gift. So, yeah, we do offer that. PATTI: Another question over here I think. AUDIENCE: Are you guys doing the shipping and fulfilling, or are you flowing it '}},
{ timecode: 2727, handler: 'blob', id: 226, data: {text: 'through to the vendors, and they are doing the shipping and fulfilling? MERCEDES: We have both types of paradigms and business models right now, so we do some direct ship; we do some of our own '}},
{ timecode: 2737, handler: 'blob', id: 227, data: {text: 'fulfillment. We’ll work with designers and vendors and manufacturers and partners any way that anyone would like to. We’re not, we don’t see ourselves as competitive because we feel '}},
{ timecode: 2749, handler: 'blob', id: 228, data: {text: 'that other sites could offer their folks the opportunity to sign up for a personal shop and share the personal shop on their site, so complimentary. AUDIENCE: I don’t want to get too specific on '}},
{ timecode: 2764, handler: 'blob', id: 229, data: {text: 'this, but let’s say that we were shipping direct to the customer, but you’re offering free returns because they shop through the personal shop thing, how - it just seems logistically '}},
{ timecode: 2774, handler: 'blob', id: 230, data: {text: 'difficult to deal with 50 different vendors who don’t necessarily offer free returns, and... MERCEDES: We keep track of it. It’s all about money at the end of the day, as you know; '}},
{ timecode: 2783, handler: 'blob', id: 231, data: {text: 'it’s whose box, who’s shipping. You know, what are you doing, so, basically, we just have systems that keep track of the partnership relationship and what type of partnership it is. We do '}},
{ timecode: 2793, handler: 'blob', id: 232, data: {text: 'keep track of where the sales happen - in shop, out of shop, etc. AUDIENCE: Hi, I am kind of curious about the technology aspect. You said you have a patented algorithm, but I imagine '}},
{ timecode: 2806, handler: 'blob', id: 233, data: {text: 'there’s a lot of subjectivity when it comes to kind of feeding that algorithm or deciding what fits a particular type of woman better than something else. Or even, you showed us all the '}},
{ timecode: 2823, handler: 'blob', id: 234, data: {text: 'different brands that you represent, you said earlier that, I don’t know, you might take a 2 in one brand and then a 4 in another brand. So, is there kind of an ongoing, sort of checking in on, '}},
{ timecode: 2837, handler: 'blob', id: 235, data: {text: 'I guess, the relevance or even just whether the modern woman, or the artistic woman - you must have experts that kind of feed into that. The second part of the question is, do you ever get people '}},
{ timecode: 2853, handler: 'blob', id: 236, data: {text: 'that disagree and say, “This doesn’t really suit my taste,” or “This doesn’t really fit the woman with--” whatever, so I mean, I’m curious about. MERCEDES: '}},
{ timecode: 2864, handler: 'blob', id: 237, data: {text: 'So, I see, you have really been studying a lot on this. AUDIENCE: Yeah, yeah right, exactly. MERCEDES: As for the first question, I want to reiterate that, you know, no system is perfect, and we are '}},
{ timecode: 2877, handler: 'blob', id: 238, data: {text: 'definitely doing the best that we can in terms of how we do it. However, I also want to say that, and I feel strongly about this, we talked about listening to the customer voice—part of the '}},
{ timecode: 2887, handler: 'blob', id: 239, data: {text: 'voice is that some customers, don’t, may not want to take the recommendations of what will flatter. You know, I will use myself as an example. Because my hips are a little wider, I probably '}},
{ timecode: 2899, handler: 'blob', id: 240, data: {text: 'won’t wear a wide-stripe skirt around, a horizontal stripe. I won’t do that. But, if the skirt fits me, it will appear in my personal shop. It just will be not, in essence, in the part '}},
{ timecode: 2911, handler: 'blob', id: 241, data: {text: 'where we say it will flatter. So, we do sort of have a fail safe, if you will. That it’s always at least the cloth is always going to get around you, and so if you, you know. So if you, you know '}},
{ timecode: 2927, handler: 'blob', id: 242, data: {text: 'I joked as “walk on the wild side,” but we see people you know, some people don’t really care about what may flatter them, or what have you, and they can still buy clothing in their '}},
{ timecode: 2938, handler: 'blob', id: 243, data: {text: 'personal shop at our site. So, I think that kind of covers that, but we do our best with that. Your second question about disagreements - oh, yeah, you know, there’s always going to be, you '}},
{ timecode: 2952, handler: 'blob', id: 244, data: {text: 'know, people saying oh this or that. We listen to it very carefully because our members write to us, and they suggest enhancements and ideas and improvements. “Oh, you should do this, and you '}},
{ timecode: 2965, handler: 'blob', id: 245, data: {text: 'should do that.” So, they’re very into it, and we love that. And we, what we see is that there’s, it’s not just about going there and buying a garment, just like you did with '}},
{ timecode: 2975, handler: 'blob', id: 246, data: {text: 'the videos. People are interested in what they’re getting, and they want to understand more about the merchandise. And, I think that\'s one of the themes that we have been hearing during this '}},
{ timecode: 2985, handler: 'blob', id: 247, data: {text: 'conference. Is that we’ve got to make it easy for people to make that buy, an informed buy, and this is just one underpinning of a way to do that. AUDIENCE: I’m curious. I think the '}},
{ timecode: 3001, handler: 'blob', id: 248, data: {text: 'concept is fabulous, but I am wondering what you do to encourage people to actually buy. You know, do some people come to the site, do all the research through you, and then go to the store and go, '}},
{ timecode: 3012, handler: 'blob', id: 249, data: {text: '“Now, I know I need Ann Taylor in size 7 or 6.” You know, they figured out exactly what they want and then go to the store? How do you actually encourage people to buy? MERCEDES: So we '}},
{ timecode: 3024, handler: 'blob', id: 250, data: {text: 'have really seen great statistics in terms of conversions and buying and things like that. I think, you know, here again, just because I am a size 6 in one specific designer, it really doesn’t '}},
{ timecode: 3038, handler: 'blob', id: 251, data: {text: 'necessarily carry even into that entire line. I might actually have to take a different size within the same designer. So, you know, is it possible to look it up and find the size, and then get in '}},
{ timecode: 3048, handler: 'blob', id: 252, data: {text: 'your car and then drive to the store? Sure, you can do that, but we don’t charge any more than the store. We offer free shipping and returns, so you can stay in your pajamas, order, save the '}},
{ timecode: 3060, handler: 'blob', id: 253, data: {text: 'gas. I mean, you know, we take the risk of the return, and when you see it, it’s in stock, you know, for the fashion items that we carry, so you are pretty much not going to be disappointed, you '}},
{ timecode: 3073, handler: 'blob', id: 254, data: {text: 'know, from that perspective. So we feel that’s part of the competitive landscape. You know we’ve got to make it compelling enough and easy enough for women to buy at the site to encourage '}},
{ timecode: 3087, handler: 'blob', id: 255, data: {text: 'it... Yep, yep. AUDIENCE: Ok, I was wondering what types of strategies do you use to ensure good customer experience for women that fill out the profile and maybe are on the extreme end of the range, '}},
{ timecode: 3103, handler: 'blob', id: 256, data: {text: 'like the very small size or very large size, and then come up with no results, or one or two results. What types of strategies do you use when most manufacturers are just having, like, more standard '}},
{ timecode: 3113, handler: 'blob', id: 257, data: {text: 'sizes? MERCEDES: This is sort of the beauty of the personal shop is that it really lets us know where people are underserved and where the gaps are. And so, we use that in two ways. One way is, we go '}},
{ timecode: 3125, handler: 'blob', id: 258, data: {text: 'back to our merchant team, and we help them understand where the gaps are. And so, they have been very creative in going out there and finding petites or talls, or really spending more time to try to '}},
{ timecode: 3138, handler: 'blob', id: 259, data: {text: 'find them. Then, when we have the opportunity and we are talking to manufacturers directly, we share that information with them. And, you know, we’re hoping in the future to really be able to at '}},
{ timecode: 3150, handler: 'blob', id: 260, data: {text: 'least inform a lot of the folks as to what\'s there. I think people don’t really know the numbers, and so we are helping to shed some light on those numbers as well, and I think we might have an '}},
{ timecode: 3161, handler: 'blob', id: 261, data: {text: 'opportunity to really change how designers think about designing for women. We have one who is actually looking at designing her line around the seven shapes, so we are very excited about that. So, '}},
{ timecode: 3174, handler: 'blob', id: 262, data: {text: 'great opportunities. I failed to say before - I just want to say quickly, that we have an amazing fashion director who has done a lot of the Academy Award stuff, so ultimately there is a fashion eye '}},
{ timecode: 3187, handler: 'blob', id: 263, data: {text: 'at myShape, so it isn’t just left to the technology geeks to do, so rest assured. PATTI: Thank you, Mercedes. MERCEDES: Thank you, appreciate the opportunity. PATTI: We\'ll be here for a little '}},
{ timecode: 3200, handler: 'blob', id: 264, data: {text: 'while after this session and later on, so if you have other questions and we don’t get to them - now, though, we have Kevin Music Man Ertell to walk us through some of the ways that they were '}},
{ timecode: 3214, handler: 'blob', id: 265, data: {text: 'using customer voice to design their new independent, fabulously just-recently launched, independent website at Borders.com. Take it away. KEVIN ERTELL: There you have it, so, as Patti said, about a, '}},
{ timecode: 3226, handler: 'blob', id: 266, data: {text: 'a little over a month ago we launched the new Borders.com. Some of you may not be aware that the previous Borders.com was really hosted on the Amazon site. It was really our logo on Amazon’s '}},
{ timecode: 3238, handler: 'blob', id: 267, data: {text: 'site, which was confusing and frustrating to customers quite a bit, because a lot of things you could do in our stores couldn’t work online. For example, we have a loyalty program, Borders '}},
{ timecode: 3249, handler: 'blob', id: 268, data: {text: 'Rewards. There’s now twenty-seven million people in that program, and they were not able to earn or redeem their Borders Rewards online, which was a major frustration point. Also, it was '}},
{ timecode: 3259, handler: 'blob', id: 269, data: {text: 'confusing because a couple of pages in, all of a sudden, they are not even on Borders anymore; they are on Amazon, and that was confusing. So, as we set out to design the new site, we really kind of '}},
{ timecode: 3271, handler: 'blob', id: 270, data: {text: 'wanted to talk to customers and understand from them, understand from them, you know, what they were looking for. We found a lot of interesting things when we talked to our customers. We found that '}},
{ timecode: 3282, handler: 'blob', id: 271, data: {text: 'they really loved our stores, and they thought, you know, there’s these great, great bookstores that we really like about Borders. We said, “How do we bring that experience online? How do '}},
{ timecode: 3291, handler: 'blob', id: 272, data: {text: 'we capture the warmth, and the inspiration, and the sense of discovery that people tell us they get when they come to our stores, and bring that to life online at Borders.com? So, I\'ll show you. This '}},
{ timecode: 3303, handler: 'blob', id: 273, data: {text: 'is the home page of the new Borders.com. You can see right front and center is something we call the Magic Shelf. Really, this is our way to start to represent the bookstore experience. I mean, it is '}},
{ timecode: 3316, handler: 'blob', id: 274, data: {text: 'a bookshelf, but it’s a magical one. The bookshelf really is kind of our book tables and displays that you get when you come into our stores. It really represents all the things that people get '}},
{ timecode: 3330, handler: 'blob', id: 275, data: {text: 'out of that, but it does take advantage of some things we can do on the web. For example, you can kind of play around with it. You can move this thing up and down. You can move it right and left and '}},
{ timecode: 3338, handler: 'blob', id: 276, data: {text: 'have the books come to you. When you find a book you like, you hover over it, and a little quick view pop comes up and, when you click on that, you get more description. This is sort of the equivalent '}},
{ timecode: 3349, handler: 'blob', id: 277, data: {text: 'of just flipping the book over and looking at the back cover and reading those covers. So, we take advantage of this to not only highlight new stuff, but also themes. My favorite shelf is the one at '}},
{ timecode: 3360, handler: 'blob', id: 278, data: {text: 'the top there, though. That is called the Pick-For-You Shelf. I will highlight that a little bit. Here, you know we are trying to get to something that is relevant for customers. Here you can go in, '}},
{ timecode: 3370, handler: 'blob', id: 279, data: {text: 'and you can click on this little sign here to edit your picks. When you go in, you can choose from some subjects you might be interested in. So, you say Business, History, and Mystery. When you say '}},
{ timecode: 3379, handler: 'blob', id: 280, data: {text: 'that, and go back to the shelf - boom - now you’ve got a shelf that has been specifically stocked just for you and just for your interests. And, you know, we update this every week, and '}},
{ timecode: 3389, handler: 'blob', id: 281, data: {text: 'you know, there’s always something new and interesting on there. I am surrounded by books all day long, yet still, I find stuff on my Pick-For-You shelf that I want to buy, much to my '}},
{ timecode: 3401, handler: 'blob', id: 282, data: {text: 'wife’s dismay with a stack of books we have. So, that’s one aspect of it. This is our books landing page. Another thing we have done here is really knowing that when people come into our '}},
{ timecode: 3411, handler: 'blob', id: 283, data: {text: 'stores, as well as online, about half of them don’t have any idea what it is they want to buy. They are interested in browsing. They are interested in finding something interesting and new. So, '}},
{ timecode: 3421, handler: 'blob', id: 284, data: {text: 'in our stores we have kind of tackled this by really doing what we call our face-out strategy in the stores where we face more books out. We actually took inventory out of the stores, and put more '}},
{ timecode: 3430, handler: 'blob', id: 285, data: {text: 'face outs, because it was a better browsing experience for our customers. They liked it. We thought, you know, there’s some parallels to that online. Of course, online everything’s face '}},
{ timecode: 3438, handler: 'blob', id: 286, data: {text: 'out, but a lot of sites have just a lot a lot of text that you have to kind of wade through to really get to what you are looking for. We said, you know what, let’s make it more like '}},
{ timecode: 3446, handler: 'blob', id: 287, data: {text: 'you’re browsing a bookshelf, and there’s all the book covers, because book covers are a great way to discover books. If you are looking for the text, you just hover over one of the items '}},
{ timecode: 3454, handler: 'blob', id: 288, data: {text: 'and - boom - there’s all the information you need to know about the book. But it’s not all over the place muddying up the experience. So browse back up here at the top. Another '}},
{ timecode: 3465, handler: 'blob', id: 289, data: {text: 'thing we put in is our Borders Media Section. When we click in the Borders Media here, here we have a bunch of original and exclusive TV programming, really, so some different programs we put together '}},
{ timecode: 3477, handler: 'blob', id: 290, data: {text: 'to really help people engage in the books and music and movies that we sell. So we have a bunch of shelves. We have Borders Presents, which is 1 on 1 interviews on site with authors and artists. We '}},
{ timecode: 3488, handler: 'blob', id: 291, data: {text: 'have an Advice for Living Show, which features a national life coach who sits down and talks to self-help books and wellness book authors. Live at 01 is events in our stores, and I’ll show you a '}},
{ timecode: 3500, handler: 'blob', id: 292, data: {text: 'little bit about that. We have a poetry show. Where else are you going to find a show about poetry but at Borders? There is some good interesting stuff there. And then the Borders Book Club is one '}},
{ timecode: 3513, handler: 'blob', id: 293, data: {text: 'I\'ll pop into here. This is kind of one of our signature shows. This is actually a TV show that sits down with a neighborhood book club, and they are talking about books, but the author is actually '}},
{ timecode: 3524, handler: 'blob', id: 294, data: {text: 'there and participating in the discussion. I\'ll show you a little bit of that. This is one from Elizabeth Gilbert, who wrote, Eat, Pray, Love, big book in the last year. And so she sits down; you can '}},
{ timecode: 3535, handler: 'blob', id: 295, data: {text: 'see in the picture here, it’s a group of people, and they’re sitting around and having a discussion. And I’ll show you just a little clip of that so you can get a feel for it. Do we '}},
{ timecode: 3547, handler: 'blob', id: 296, data: {text: 'have sound? No sound, ok so we’ll skip by. You can see what it looks like. So, what these are, are, you know, just regular discussions, and there\'s always something interesting and insightful in '}},
{ timecode: 3567, handler: 'blob', id: 297, data: {text: 'these. The authors inevitably say something along the lines of, “Wow, I never realized anybody would get that out of what I wrote,” and those kinds of things. So it is always kind of '}},
{ timecode: 3574, handler: 'blob', id: 298, data: {text: 'interesting to see. Sorry you can’t hear it. Borders Live at 01 features events in our stores, so we have these events in all of our stores that are author readings, or artist performances. You '}},
{ timecode: 3589, handler: 'blob', id: 299, data: {text: 'can see that we have had some pretty big people. These all take place at our original store in Ann Arbor, Michigan. We have had Jimmy Carter. We have also had former President Clinton, so a couple '}},
{ timecode: 3599, handler: 'blob', id: 300, data: {text: 'Presidents on there. Some top authors like Mitch Albom, Junot Diaz who won the Pulitzer Prize, and some great artists as well, Patty Griffin, and Rickie Lee Jones. Ingrid Michaelson is another one '}},
{ timecode: 3610, handler: 'blob', id: 301, data: {text: 'that I will show you a clip, but not really, because it’s not going to have any sound. So what these are, these are the performances which are great, because people get the sense of what’s '}},
{ timecode: 3621, handler: 'blob', id: 302, data: {text: 'happening in our stores, and they also get to experience some of these things that maybe don’t come in their area. And they all have kind of interesting performances, and, then, at the end of '}},
{ timecode: 3630, handler: 'blob', id: 303, data: {text: 'it, the author or the artist walks through the store and just picks up books or CDs that influence them along the way and talks about it, which is a really great and interesting way to get to know '}},
{ timecode: 3638, handler: 'blob', id: 304, data: {text: 'them a little bit. I\'m gonna skip the video because you’re not going to hear it anyways. So another thing with our website that’s really been important for us is that it becomes a '}},
{ timecode: 3649, handler: 'blob', id: 305, data: {text: 'cross-channel hub for us. And you know, when we think about cross channel a lot of times, we hear the words multichannel and cross-channel used interchangeably, but we don’t think they are the '}},
{ timecode: 3658, handler: 'blob', id: 306, data: {text: 'same thing at all. We think, you know, multichannel is more than one channel. Cross-channel is really taking the strengths of each of those channels and leveraging them to bring them together in a way '}},
{ timecode: 3668, handler: 'blob', id: 307, data: {text: 'that there is a greater overall experience than the sum of its parts. We think that’s really cross-channel and that’s really where we want to take things and provide a better experience '}},
{ timecode: 3676, handler: 'blob', id: 308, data: {text: 'for our customers. I\'ll show you a couple of examples of things we’re doing. In our stores we have these kiosks; we call them Border Search. We’ve had them for a while actually. They have '}},
{ timecode: 3684, handler: 'blob', id: 309, data: {text: 'been there to help people find things in the store. But, now, we\'ve a new version of Borders.com, the in-store version, that actually is part of Borders Search here, and gives people some of those '}},
{ timecode: 3695, handler: 'blob', id: 310, data: {text: 'advantages, and I’ll show you some of those. This is just a title detail page where a customer can look it up on the Borders Search, and they still can find things in the store. It tells you '}},
{ timecode: 3704, handler: 'blob', id: 311, data: {text: 'where to find it. But also, if you want, we\'ve got options for you now. One, we’re going to tell you where it is, whether it’s in the store or not, so, in this case, it is. We’re '}},
{ timecode: 3713, handler: 'blob', id: 312, data: {text: 'also going to tell you what the availability is on Borders.com. You might ask, “Why do you need to know that if it is in-store?” The thing is, if, maybe, you are browsing to buy a gift for '}},
{ timecode: 3724, handler: 'blob', id: 313, data: {text: 'your sister in Florida or something, then this is an opportunity to look at that. We think this will be pretty popular during the holidays. But obviously, when an item is not in-stores is when this is '}},
{ timecode: 3732, handler: 'blob', id: 314, data: {text: 'going to be most useful. This gives us a chance to really augment our inventory in the stores, where even our biggest stores have 250,000 or so titles, and we have more than two million on the '}},
{ timecode: 3743, handler: 'blob', id: 315, data: {text: 'website, so that is ten times the assortment for them. All they have to do is click on “Order from Borders.com,” and it takes you right into the Borders.com shopping cart where you go on '}},
{ timecode: 3752, handler: 'blob', id: 316, data: {text: 'and take that experience. A couple of other things, whether it’s in Borders Search or on Borders.com, we provide the ability to ship to a Borders store. Here all you do is put in your zip code; '}},
{ timecode: 3762, handler: 'blob', id: 317, data: {text: 'gives you a list of stores - you choose those, and you are on your way. Couple of reasons to do this. One, it is free to ship to a Borders store, and, obviously, that gets someone in the store. Very '}},
{ timecode: 3772, handler: 'blob', id: 318, data: {text: 'few talk about that - getting people in the store is a great way to sell people more product. But also, in urban environments we’re finding this is a popular option because people feel safer '}},
{ timecode: 3783, handler: 'blob', id: 319, data: {text: 'having their shipment in the store than left on their doorstep in an urban environment. So, the way we did this is a little bit differently. For us, all we did is ship the package to the store. We '}},
{ timecode: 3793, handler: 'blob', id: 320, data: {text: 'literally ship it to the store. It makes it really easy on the store. The package comes in; it’s got the customer’s name on it. They put it behind the counter, and they basically act as a '}},
{ timecode: 3801, handler: 'blob', id: 321, data: {text: 'P.O. Box, which is very easy logistically on the stores to deal with. Easy for the customers. It works pretty well all around. And then, the big one for us was getting Borders Rewards on the site. So, '}},
{ timecode: 3813, handler: 'blob', id: 322, data: {text: 'this was very important. All those 27,000,000 members to have the ability to order online, and use and earn and redeem their Borders Rewards and their Borders Rewards coupons. Wish List is one that '}},
{ timecode: 3826, handler: 'blob', id: 323, data: {text: 'has really been very, very popular with people. The fact that you can create a wish list online, and you can access it in the store. I am always hearing stories from people about scraps of paper they '}},
{ timecode: 3834, handler: 'blob', id: 324, data: {text: 'have shoved in their wallets or their purses with book titles on them. Now, it’s really easy. You can create the wish list at home; you can access it at the store. Very, very popular. Then I '}},
{ timecode: 3844, handler: 'blob', id: 325, data: {text: 'think one of the biggest features online that are really helpful is customer reviews. We have heard a lot of talk about customer reviews and what a great thing it is to be able to read what other '}},
{ timecode: 3852, handler: 'blob', id: 326, data: {text: 'people think about books, or music and movies, but hard to pull that off in the store. We’re now able to do that through the Borders Search kiosk. And, now, when somebody’s trying to make '}},
{ timecode: 3861, handler: 'blob', id: 327, data: {text: 'a decision between maybe a couple books on biking in France, they can go over and read customer reviews and get a sense of what the best book is for that. Even that, though, we wanted to flip around a '}},
{ timecode: 3873, handler: 'blob', id: 328, data: {text: 'little bit. Because we know in our stores the Staff Picks section is some of the most popular sections in our stores. But, they generally exist in one store for 30 days, and then they’re done. '}},
{ timecode: 3883, handler: 'blob', id: 329, data: {text: 'So what we’ve done here is take our customer review feature and give people the ability, staff members the ability, to go in and put in their own reviews. And, then, certain staff we’ve '}},
{ timecode: 3891, handler: 'blob', id: 330, data: {text: 'deemed “experts,” and we put them on there. So that really helps, not only our customers online, it helps booksellers across the nation learn more about the different books and get some '}},
{ timecode: 3902, handler: 'blob', id: 331, data: {text: 'more insight from their compatriots. So that is a quick tour of our real bookstore online. PATTI: Congratulations on that. (Applause) We have a few minutes. I think I’ll ask a question, but you '}},
{ timecode: 3919, handler: 'blob', id: 332, data: {text: 'guys get your questions prepared and Larry and Artemis will come around. So, I loved the idea that you are bringing so many store elements to the website. What kind of things have you learned from '}},
{ timecode: 3931, handler: 'blob', id: 333, data: {text: 'your experience developing this website, and previously, that you can serve the store with, from customer feedbacks that you have been getting? KEVIN: Well you know we heard, a couple of big things we '}},
{ timecode: 3944, handler: 'blob', id: 334, data: {text: 'heard from customers all the time was that really half of them had no idea what they wanted to buy, you know. I think a lot of websites, in the book selling world in particular, are pretty focused on '}},
{ timecode: 3955, handler: 'blob', id: 335, data: {text: '- you got to know what you want and you gotta go in there. So, we said we really gotta capture that browsing experience and understand that people don’t necessarily know what they want. They '}},
{ timecode: 3964, handler: 'blob', id: 336, data: {text: 'know generally, maybe, you know maybe, I am looking for a business book, but let’s kind of represent that and make it easy and fun to browse and give people lots of ideas about different things. '}},
{ timecode: 3974, handler: 'blob', id: 337, data: {text: 'And then, really the cover art, again, we found, even from our customers, how much cover art was really important to them. That different things drew their attention, or even if they read a review '}},
{ timecode: 3985, handler: 'blob', id: 338, data: {text: '- we just heard this over and over - they would remember the cover of the book quicker than they would remember the title of the book, and so, again, we found that was really a good '}},
{ timecode: 3995, handler: 'blob', id: 339, data: {text: 'experience. Then, with the Magic Shelf - we had an earlier version in a beta site that we did. We learned a lot there from how people liked it, and what they didn’t like about it. Everybody '}},
{ timecode: 4004, handler: 'blob', id: 340, data: {text: 'liked the idea of that browsing experience, but there were some navigational elements that weren’t as well, so we built a new one that has been really popular. PATTI: Oh that’s great. So '}},
{ timecode: 4014, handler: 'blob', id: 341, data: {text: 'what’s the feedback? You have been up a month. KEVIN: Feedback is good. We are hearing a lot from people who are really - my favorite comments when I hear it is, “Finally, a site for book '}},
{ timecode: 4024, handler: 'blob', id: 342, data: {text: 'lovers.” I have seen that kind of thing a few times which makes me real happy. PATTI: Yeah, that’s fabulous! KEVIN: It’s even happier when they buy something. PATTI: Book buyers. '}},
{ timecode: 4035, handler: 'blob', id: 343, data: {text: 'KEVIN: Right, book buyers PATTI: Questions? Back in the back there. AUDIENCE: Hey, great presentations, Nathan. The Magic Shelf is really neat. I was just wondering if you guys had any ways that you '}},
{ timecode: 4052, handler: 'blob', id: 344, data: {text: 'are measuring that. You mentioned you have gotten positive feedback from some shoppers, but I guess, is there a more systematic way that you are justifying that investment? KEVIN: Sure. So, a couple '}},
{ timecode: 4063, handler: 'blob', id: 345, data: {text: 'of different ways we\'re measuring it. We have a really objective measurement where we have armature tools in there where we’re just tracking what shelves are being viewed, and what people are '}},
{ timecode: 4073, handler: 'blob', id: 346, data: {text: 'clicking on. One thing we learned from that already is we had 20 shelves in there initially, and we were finding that the lower shelves, where you had to go to a second page of them, people '}},
{ timecode: 4084, handler: 'blob', id: 347, data: {text: 'weren’t getting there. They were pretty much focused on the top shelves, and so we found that people weren’t going much more than 10 deep. But, within those 10 and, in particular, within '}},
{ timecode: 4093, handler: 'blob', id: 348, data: {text: 'the first five or six, they were engaging with them quite a bit. We’re seeing, we’re also seeing now more and more people creating that Pick-For-You Shelf, and really starting to use that. '}},
{ timecode: 4103, handler: 'blob', id: 349, data: {text: 'We are finding that the people who have created a Pick-For-You Shelf are coming back on average, just a little short of once a week. Again, it\'s only been five or six weeks, so we will see if that '}},
{ timecode: 4114, handler: 'blob', id: 350, data: {text: 'holds, but it’s pretty encouraging up front to see that’s happening. Then, of course, we\'re tracking metrics on what people buy off of that shelf. PATTI: I have a question, maybe while we '}},
{ timecode: 4125, handler: 'blob', id: 351, data: {text: 'are waiting for another one, perhaps. You guys both talked about using video. I wonder, you know, how do you contain costs? How do you decide the right brand strategy? Having somebody on the street is '}},
{ timecode: 4140, handler: 'blob', id: 352, data: {text: 'nice, but maybe doesn’t work for every brand. So if you guys could talk about that, because it seems like it should be really expensive. NANCY: Really, we haven’t put a ton of investment '}},
{ timecode: 4153, handler: 'blob', id: 353, data: {text: 'in it. We had a gentlemen that was working for us in Photoshop and amazingly creative, really knew how to do video and edit, and so we kind of sent him around the country to capture the essence of the '}},
{ timecode: 4169, handler: 'blob', id: 354, data: {text: 'brands. So, we are a house of brands. We really don’t have a brand name issue from our perspective. It’s really about our brands. So, we will take Quiksilver\'s lifestyle image, and '}},
{ timecode: 4181, handler: 'blob', id: 355, data: {text: 'Victorinox might choose that they want us to do theirs, but Tumi might say, “No, we want to do our own,” so we really kind of rely on the brands to decide how they want to talk about it. '}},
{ timecode: 4194, handler: 'blob', id: 356, data: {text: 'It was perfect for Camelbak to do a product demonstration of them blowing up a bladder. That was appropriate for them, as opposed to just kind of sitting down and talking to the different people. '}},
{ timecode: 4207, handler: 'blob', id: 357, data: {text: 'PATTI: So you are not going out to the local wedding video photographers and hiring them? NANCY: No. No. It’s really been about getting it going and just being nimble and kind of roll it out and '}},
{ timecode: 4218, handler: 'blob', id: 358, data: {text: 'it’s worked. It\'s just kind of one of those things that we could have spent a lot of money on. We could have spent a lot of time trying to decide if it is important enough to try, and '}},
{ timecode: 4227, handler: 'blob', id: 359, data: {text: 'we’re really excited that we did, because it’s working. KEVIN: We were talking about it earlier a little bit, and I think we probably spent a little bit more, although the video production '}},
{ timecode: 4239, handler: 'blob', id: 360, data: {text: 'is not outrageously expensive by any means. We did, in our case, brand wise wanted to have videos that looked like the type of thing you would see on TV. That\'s become a lot cheaper to do. While we '}},
{ timecode: 4255, handler: 'blob', id: 361, data: {text: 'didn’t hire the local wedding guy, we are working with a local outfit in Michigan that does camera work, and they do a variety of different types of camera work, and they have come out really, '}},
{ timecode: 4268, handler: 'blob', id: 362, data: {text: 'really high quality, and I think they look really, really good. They’re not very expensive at all. PATTI: So, what is “not very expensive” to a big giant brand like Borders mean? '}},
{ timecode: 4278, handler: 'blob', id: 363, data: {text: 'KEVIN: It means, you know, I think most of the episodes that are 40 minutes to an hour are probably in the ten to twelve thousand dollar range. PATTI: OK, great. I think there’s another '}},
{ timecode: 4290, handler: 'blob', id: 364, data: {text: 'question. AUDIENCE: Hi Kevin, congratulations on the site. It’s gorgeous. My question is, so you obviously got some great design and functionality, but what strikes me is kind of what you just '}},
{ timecode: 4304, handler: 'blob', id: 365, data: {text: 'alluded to, the content. I think many of us have been involved in new websites, and what tends to be underestimated is - it’s great to put up a new website, but you have to write all this '}},
{ timecode: 4317, handler: 'blob', id: 366, data: {text: 'content. In your case, you have all these great assets. How would you sort of tell us in terms of just the ratio of effort, like compared to the old site, what you’ve got here for content, and '}},
{ timecode: 4332, handler: 'blob', id: 367, data: {text: 'what kind of resources you had to pull together to pull this thing off? KEVIN: Well, the old site was our logo on Amazon’s site, so there wasn’t much effort there. We don’t use it '}},
{ timecode: 4344, handler: 'blob', id: 368, data: {text: 'just for the site, either though, so we send out an email to our Borders Rewards members every Thursday which directs people into the site and into all that content. So, the content we have also, by '}},
{ timecode: 4357, handler: 'blob', id: 369, data: {text: 'the way, is displayed in screens in our stores, so we take a very wide use of it and get it, you know, everywhere we possibly can. It’s really important to us, though. It’s really '}},
{ timecode: 4368, handler: 'blob', id: 370, data: {text: 'important to our brand, because we feel like our customers are very passionate about books and music and movies and that being able to understand the authors better, the artists better, is a really '}},
{ timecode: 4380, handler: 'blob', id: 371, data: {text: 'great way to engage in books and music and movies. And so, it’s really important to us. So it makes a lot of sense to do it and, again, we wanted to find a home for book lovers who really could '}},
{ timecode: 4391, handler: 'blob', id: 372, data: {text: 'go and really dig in deep. So that made it well worth it to spend the time and effort to do that. AUDIENCE: So the interviews and the videos and the book club - is all of this new content for the '}},
{ timecode: 4405, handler: 'blob', id: 373, data: {text: 'new site? KEVIN: Well we started doing it a year and a half ago. We started building this library, and we had a marketing site prior to this that basically housed that kind of stuff, so the emails '}},
{ timecode: 4420, handler: 'blob', id: 374, data: {text: 'that we would send out would link into that. You just couldn’t buy anything on it. Now, we have added the “buy” button to give the convenience that you find something great, you '}},
{ timecode: 4428, handler: 'blob', id: 375, data: {text: 'engage with a great author, you can buy right there, and you’re on your way, which is, you know, nice. AUDIENCE: Mercedes, I guess it would be critical to have a great relationship with your '}},
{ timecode: 4448, handler: 'blob', id: 376, data: {text: 'vendor partners, because it’s and I am guessing at this. Each item that you are representing on the site, you would have to have a specification for each size that is assigned to say a dress '}},
{ timecode: 4462, handler: 'blob', id: 377, data: {text: 'that you have in 2, 4, 6, 8, 10, 12. As far as those specs, does the supplier work with you very closely in that relationship to provide those specifications? MERCEDES: Yes, we have a lot of data. '}},
{ timecode: 4475, handler: 'blob', id: 378, data: {text: 'Yep. Yes, we do. PATTI: Other questions? I think this is our time here now, perhaps. If there are no other questions, we’ll let you off for lunch. Thank you so much, panel. You were wonderful. '}},
{ timecode: 4493, handler: 'blob', id: 379, data: {text: 'And Enjoy!'}},
{ timecode: 0, handler: 'slide', id: 380, data: { width: 747, height: 560, slide_id: 417, count: 1, alt: ' 1', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/417.jpg'}},
{ timecode: 92, handler: 'slide', id: 381, data: { width: 747, height: 560, slide_id: 418, count: 2, alt: ' 2', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/418.jpg'}},
{ timecode: 304, handler: 'slide', id: 382, data: { width: 747, height: 560, slide_id: 419, count: 3, alt: ' 3', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/419.jpg'}},
{ timecode: 441, handler: 'slide', id: 383, data: { width: 747, height: 560, slide_id: 420, count: 4, alt: ' 4', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/420.jpg'}},
{ timecode: 576, handler: 'slide', id: 384, data: { width: 747, height: 560, slide_id: 421, count: 5, alt: ' 5', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/421.jpg'}},
{ timecode: 636, handler: 'slide', id: 385, data: { width: 747, height: 560, slide_id: 422, count: 6, alt: ' 6', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/422.jpg'}},
{ timecode: 682, handler: 'slide', id: 386, data: { width: 747, height: 560, slide_id: 423, count: 7, alt: ' 7', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/423.jpg'}},
{ timecode: 733, handler: 'slide', id: 387, data: { width: 747, height: 560, slide_id: 424, count: 8, alt: ' 8', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/424.jpg'}},
{ timecode: 770, handler: 'slide', id: 388, data: { width: 747, height: 560, slide_id: 425, count: 9, alt: ' 9', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/425.jpg'}},
{ timecode: 834, handler: 'slide', id: 389, data: { width: 747, height: 560, slide_id: 426, count: 10, alt: ' 10', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/426.jpg'}},
{ timecode: 867, handler: 'slide', id: 390, data: { width: 747, height: 560, slide_id: 427, count: 11, alt: ' 11', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/427.jpg'}},
{ timecode: 895, handler: 'slide', id: 391, data: { width: 747, height: 560, slide_id: 428, count: 12, alt: ' 12', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/428.jpg'}},
{ timecode: 916, handler: 'slide', id: 392, data: { width: 747, height: 560, slide_id: 429, count: 13, alt: ' 13', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/429.jpg'}},
{ timecode: 964, handler: 'slide', id: 393, data: { width: 747, height: 560, slide_id: 430, count: 14, alt: ' 14', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/430.jpg'}},
{ timecode: 1154, handler: 'slide', id: 394, data: { width: 747, height: 560, slide_id: 431, count: 15, alt: ' 15', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/431.jpg'}},
{ timecode: 1180, handler: 'slide', id: 395, data: { width: 747, height: 560, slide_id: 432, count: 16, alt: ' 16', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/432.jpg'}},
{ timecode: 1648, handler: 'slide', id: 396, data: { width: 747, height: 560, slide_id: 433, count: 17, alt: ' 17', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/433.jpg'}},
{ timecode: 1711, handler: 'slide', id: 397, data: { width: 747, height: 560, slide_id: 434, count: 18, alt: ' 18', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/434.jpg'}},
{ timecode: 1765, handler: 'slide', id: 398, data: { width: 747, height: 560, slide_id: 435, count: 19, alt: ' 19', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/435.jpg'}},
{ timecode: 1796, handler: 'slide', id: 399, data: { width: 747, height: 560, slide_id: 436, count: 20, alt: ' 20', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/436.jpg'}},
{ timecode: 1829, handler: 'slide', id: 400, data: { width: 747, height: 560, slide_id: 437, count: 21, alt: ' 21', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/437.jpg'}},
{ timecode: 2257, handler: 'slide', id: 401, data: { width: 747, height: 560, slide_id: 438, count: 22, alt: ' 22', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/438.jpg'}},
{ timecode: 2280, handler: 'slide', id: 402, data: { width: 747, height: 560, slide_id: 439, count: 23, alt: ' 23', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/439.jpg'}},
{ timecode: 2312, handler: 'slide', id: 403, data: { width: 747, height: 560, slide_id: 440, count: 24, alt: ' 24', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/440.jpg'}},
{ timecode: 3209, handler: 'slide', id: 404, data: { width: 747, height: 560, slide_id: 441, count: 25, alt: ' 25', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/441.jpg'}},
{ timecode: 3292, handler: 'slide', id: 405, data: { width: 747, height: 560, slide_id: 442, count: 26, alt: ' 26', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/442.jpg'}},
{ timecode: 3294, handler: 'slide', id: 406, data: { width: 747, height: 560, slide_id: 443, count: 27, alt: ' 27', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/443.jpg'}},
{ timecode: 3301, handler: 'slide', id: 407, data: { width: 747, height: 560, slide_id: 444, count: 28, alt: ' 28', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/444.jpg'}},
{ timecode: 3404, handler: 'slide', id: 408, data: { width: 747, height: 560, slide_id: 445, count: 29, alt: ' 29', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/445.jpg'}},
{ timecode: 3465, handler: 'slide', id: 409, data: { width: 747, height: 560, slide_id: 446, count: 30, alt: ' 30', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/446.jpg'}},
{ timecode: 3509, handler: 'slide', id: 410, data: { width: 747, height: 560, slide_id: 447, count: 31, alt: ' 31', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/447.jpg'}},
{ timecode: 3529, handler: 'slide', id: 411, data: { width: 747, height: 560, slide_id: 448, count: 32, alt: ' 32', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/448.jpg'}},
{ timecode: 3541, handler: 'slide', id: 412, data: { width: 747, height: 560, slide_id: 449, count: 33, alt: ' 33', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/449.jpg'}},
{ timecode: 3578, handler: 'slide', id: 413, data: { width: 747, height: 560, slide_id: 450, count: 34, alt: ' 34', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/450.jpg'}},
{ timecode: 3609, handler: 'slide', id: 414, data: { width: 747, height: 560, slide_id: 451, count: 35, alt: ' 35', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/451.jpg'}},
{ timecode: 3616, handler: 'slide', id: 415, data: { width: 747, height: 560, slide_id: 452, count: 36, alt: ' 36', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/452.jpg'}},
{ timecode: 3645, handler: 'slide', id: 416, data: { width: 747, height: 560, slide_id: 453, count: 37, alt: ' 37', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/453.jpg'}},
{ timecode: 3652, handler: 'slide', id: 417, data: { width: 747, height: 560, slide_id: 454, count: 38, alt: ' 38', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/454.jpg'}},
{ timecode: 3679, handler: 'slide', id: 418, data: { width: 747, height: 560, slide_id: 455, count: 39, alt: ' 39', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/455.jpg'}},
{ timecode: 3706, handler: 'slide', id: 419, data: { width: 747, height: 560, slide_id: 456, count: 40, alt: ' 40', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/456.jpg'}},
{ timecode: 3748, handler: 'slide', id: 420, data: { width: 747, height: 560, slide_id: 457, count: 41, alt: ' 41', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/457.jpg'}},
{ timecode: 3759, handler: 'slide', id: 421, data: { width: 747, height: 560, slide_id: 458, count: 42, alt: ' 42', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/458.jpg'}},
{ timecode: 3793, handler: 'slide', id: 422, data: { width: 747, height: 560, slide_id: 459, count: 43, alt: ' 43', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/459.jpg'}},
{ timecode: 3811, handler: 'slide', id: 423, data: { width: 747, height: 560, slide_id: 460, count: 44, alt: ' 44', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/460.jpg'}},
{ timecode: 3823, handler: 'slide', id: 424, data: { width: 747, height: 560, slide_id: 461, count: 45, alt: ' 45', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/461.jpg'}},
{ timecode: 3857, handler: 'slide', id: 425, data: { width: 747, height: 560, slide_id: 462, count: 46, alt: ' 46', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/462.jpg'}},
{ timecode: 3868, handler: 'slide', id: 426, data: { width: 747, height: 560, slide_id: 463, count: 47, alt: ' 47', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/463.jpg'}},
{ timecode: 3907, handler: 'slide', id: 427, data: { width: 747, height: 560, slide_id: 464, count: 48, alt: ' 48', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/464.jpg'}},
{ timecode: 4488, handler: 'slide', id: 428, data: { width: 747, height: 560, slide_id: 465, count: 49, alt: ' 49', src: 'http://framewelder.com-cache.s3.amazonaws.com/presentations/64/slides/524/465.jpg'}},
{ timecode: 0, handler: 'media', id: 429, data: { type: 'stop'}},
{ timecode: 1881, handler: 'media', id: 430, data: { height: 384, width: 512, type: 'start', presentation_id: 64, media_id: 95, organization_id: 9, duration: 351}},
{ timecode: 2232, handler: 'media', id: 431, data: { type: 'stop'}}
);