PROFILE

Jackie Breen

Director of Marketing, Deck Commerce
A marketing professional with over 10 years of experience working with the retail industry in different capacities.

As the Director of Marketing for Deck Commerce, a Distributed Order Management solution that provides retailers with the technology needed to execute omni-channel strategies and compete with Amazon, I have a solid understanding of the technology retailers need to deliver on customers expectations.

To learn about Deck Commerce, visit: www.deckcommerce.com
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  • Posted on: 11/20/2017

    Who will be left standing after the next retail shakeout?

    Discount (or better yet, value), Convenience and Third Wave, are three dominant brand positions but, as many others have stated, there are many other positions retailers can take to differentiate themselves and compete in today's retail environment. I think the most important point is that retailer must be able to incorporate a combination of these values, not just one.Regardless of the combination a retailer is looking to achieve, convenience must be part of the equation. If it is not easy for a consumer to obtain the product, they will easily get distracted by another offer and move on.
  • Posted on: 11/14/2017

    Walmart’s online prices drive customers to its supercenters

    Walmart is doing everything they can to make the shopping experience easier for their customers and is putting in place another innovative differentiator. The question is, how many options are too many for the consumer?While passing along the shipping savings to the consumer is great in theory, offering multiple prices on the site is confusing. On walmart.com consumers now have three different prices to consider: "Buy Online" price, "Buy Online Pick Up in Store (with a discount)" price, or "Buy in Store" price. It all comes down to what the customer is willing to pay for convenience and Walmart is essentially putting a price tag on that.
  • Posted on: 11/09/2017

    Will 24/7 curbside service help Nordstrom pick up late Christmas sales?

    Retailers that offer "convenience experiences" will win in the holiday season. For retailers like Nordstrom that mainly have locations inside a mall, it can be a hassle to "quickly" run in and out. The increased availability of curbside pickup can help alleviate that hurdle.I'm not sure the "24/7" aspect is critical to its success, but extended hours are a must during the holiday season. I'll be curious to see how the cost of running this operation compares to the sales boost it experiences.Assuming the offering is effectively marketed, this could prove to be very beneficial for Nordstrom this holiday season.
  • Posted on: 11/06/2017

    Date-certain shipping is the new holiday imperative for retailers

    "Date-certainty" is the best option for online retailers because it effectively aims to manage consumers' expectations. A customer that knows exactly what to expect is less likely to call customer care with questions and is more likely to have a pleasant buying experience (and in turn, become a repeat purchaser).In regards to carrier, while a majority of customers may not have a preference, customers that live in rural areas may opt for delivery directly to their door, rather than having to pick up at the post office, for example.As we move into 2018 and new delivery options come into play, I think we will continue to see a shift towards "date-certainty" with the ability for retailers to more effectively deliver on that promise.
  • Posted on: 10/27/2017

    Walmart puts robots to work with humans in more stores

    This has the potential to improve customer service levels in several ways. The first and most obvious is the ability for associates to be able to focus their time on helping the customer. The second, and I what I see to be the most valuable, is that these robots could potentially serve to fill a void between actual inventory and inventory represented in their inventory management system (and ultimately what is shown as available online). As retailers expand their omnichannel strategy, they must identify efficient means of accurately keeping track of inventory in real time -- technology like robots could play a large role.
  • Posted on: 10/24/2017

    Can Barneys tap into ‘drop’ culture?

    Exclusivity is a driving factor behind the appeal of drop culture. Barneys has found a way to take this exclusivity to the next level by not only offering exclusive products, but by also offering a shopping experience different from other retailers. In order for retailers to thrive, they must provide experiences that set them apart. The combination of both a unique product and a unique shopping experience is exactly what Millennials are looking for. Barneys is spot-on when it comes to capitalizing on this trend.
  • Posted on: 10/23/2017

    Will in-store clienteling aid Neiman Marcus’ digital push?

    To compete in today's retail environment, you must bridge the gab between offline and online experiences. A key element to bridging that gap is data accessibility across all channels. Neiman Marcus is moving in the right direction here.In theory, it is great to empower their employees with all this information, but not all employees will have the skill set necessary to provide the experience they are hoping to achieve. Employee training will be critical to the success of these efforts.
  • Posted on: 10/03/2017

    Walmart deal shows it’s serious about same-day delivery

    Walmart's acquisition of Parcel is another great move for the company. Customers demand options when it comes to delivery and the ability to offer same day delivery will allow them to effectively compete with Amazon, who is currently trying to provide the same service.The question will be, can Walmart offer same day delivery to their consumers outside of heavily populated cities (and do so in a manner that is profitable). Given the number of Walmart stores and their locations in rural areas, Walmart has a strong advantage if it can effectively utilize all of these distribution points.
  • Posted on: 09/27/2017

    Will customers let Walmart deliver in-fridge?

    Walmart is taking convenience to the next level. What a great concept both for busy individuals or the elderly who simply need a little help. This idea has a lot of potential, however, as many have mentioned, the trust issue could be a big hurdle to overcome. But once a consumer starts using this service and gets to know their local delivery person, retention rate should be high.
  • Posted on: 09/18/2017

    Can v-commerce give brands the edge they need online?

    This is the future of commerce. The key to any branded retailer competing with the Amazons of the world is the ability to offer experiences that set them apart. Customization and the focus on "v-commerce" aims to do exactly that. However it's easier said than done. Branded retailers must pull together the right technology stack to deliver these experiences to consumers.
  • Posted on: 09/11/2017

    Will lower everyday prices boost Target’s traffic and sales?

    Price does play a role in staying competitive in today's market, but it is not the only factor that wins business. While I think this will help, I prefer the tactics Target is taking to provide better consumer experiences and make shopping easier and more convenient. Amazon isn't always the lowest price, but consumers will buy from there because it's easier. If Target continues to focus on the technology required to deliver the ideal consumer experience rather than entering into a price war, they will win.
  • Posted on: 09/01/2017

    Does e-commerce need 3-D shopping?

    There will likely be initial buzz for the first few retailers who jump on this bandwagon but I would expect that to fade fast.Consumers shop differently online than they do in store. Trying to create the store experience online will likely limit the convenience factor that consumers have come to expect from their online shopping experiences. When it's not easy, shoppers give up and go elsewhere to make their purchase.
  • Posted on: 08/28/2017

    Are vendors delivering better online experiences than multi-brand sellers?

    Branded manufactures have a huge opportunity to provide a higher level of online engagement and an overall superior experience for their consumers vs. multi-brand sellers. However, providing this experience presents a wide variety of challenges that can be hard to overcome. Once a branded manufacturer has identified the experience they want to provide, they then must ensure they have the right technology in place to deliver on those experiences.
  • Posted on: 08/21/2017

    Should all retailers offer subscription services?

    While subscription services may result in a slight drag on in-store traffic, it should effectively increase online sales. The fact is that retailers must be able to offer these types of differentiated experiences in order to compete into today's competitive environment. Retailers must take a step back and look at sales from an overarching unified commerce perspective (rather than looking at online vs. in-store). They will see that the subscription model provides a beneficial lift not only to sales but to overall customer satisfaction. Regardless of the channel being shopped: convenience + happy customers = increased sales.
  • Posted on: 07/27/2017

    Can robots keep shelves stocked at Schnucks?

    Given that Schnucks has recently ventured into the buy online space -- these robots could potentially serve to fill a void between actual inventory and inventory represented in their inventory management system (and ultimately what is shown as available online). Having a better understanding of what is available to be sold will allow Schnucks to better serve their customers and bridge the gap between their online and in-store experience. As retailers expand their omnichannel strategy, they must identify efficient means of accurately keeping track of inventory in real time, technology, like robots, will play a large role.

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