PROFILE

Pavlo Khliust

Head of Omnichannel Solutions, ELEKS Retail
Multi-talented and self-driven Product Manager with additional experience in business development, product marketing, and project management. Has expertise in taking real customer requirements and developing products that are valuable, innovative and successful. Collaborative and decisive with strong communication and interpersonal abilities. Has a consistent track record of successfully employing best business practices: IT, FMCG & CE. Demonstrated success in product launches & execution of marketing strategies.

For more information, visit: retail.eleks.com/
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  • Posted on: 09/12/2017

    ‘Okay Google, I want to order from Home Depot’

    Big retailers are ready to invest a lot of money to disrupt and be able to say that they do care about user experience. But such projects do not last that long -- from one to two years. And after that it all will depend on this tech-to-order conversion and its profitability at the end. Omnichannel is not about quantity of touch points but the quality and value that a touch point gives.
  • Posted on: 07/21/2017

    Will customers use an Amazon app to chat?

    Amazon is big enough to influence the market but not in that way. People already have their own messaging habits, so Amazon would need to spend billions to find its advocates. People usually have between two and four messenger apps connecting them worldwide (not only in the U.S.), so why should they use Amazon?
  • Posted on: 07/05/2017

    Can an app know a customer better than a personal shopper?

    I strongly believe that technologies applied in measurements are way more powerful than human perceptions. You all know polygraph tests, right? Polygraph technology is a good illustration of reading and interpreting emotions. Here is the same story with a recommendation engine but much more sophisticated and complex. To surpass a personal shopping assistant (human being) one should apply not only categorizing customers based on machine learning, collaborative filtering, Big Data and complicated math models but also systems psychology. Systems psychology (the combination of theoretical and applied psychology) is a key here, and it can be digitalized, thus measured and applied.
  • Posted on: 06/13/2017

    Can retailers escape the scourge of free shipping?

    Free shipping and returns became standard customer expectations over the years and they're here to stay. At the same time, retailers need to provide the same Amazon-like level of service to stay competitive. Subscription-based solutions like Prime with the same or next-day delivery options and in-store pick-ups are a way to go for those retailers with a vast high-street presence. For others, it's either providing additional incentives, as Professor Kahn noted in the article, or figuring out other ways to provide more value in exchange for a longer delivery time.
  • Posted on: 06/12/2017

    Is Walmart’s innovation leader right that the AR revolution is a sure thing?

    AR is a great tool to help us visualize the product and tell its story. As we receive more than 90 percent of information through visual interactions with the world around us, augmented reality has the potential to become a primary way of delivering the necessary information to secure the purchase of most products. It will positively impact the square footage of physical stores as well, through enabling a semi-virtual way shopping by simply using the AR-type panels.A huge milestone lies in the development of hardware/software solutions to seamlessly deliver AR experiences to people at an affordable rate. Smartphones, tablets and future "iGlass"-types of devices will greatly enrich customers' shopping experience while they are online and they will add value in brick-and-mortar stores through features like "see it in action," "how it's made," detailed information reports, etc. That will stimulate the growth of the whole industry, focused on AR-enabling materials, hardware and software solutions, design, etc.While great in theory, it will take an uncertain amount of time and investment to win over retailers and, more importantly, customers to adopt the technology.
  • Posted on: 06/09/2017

    Is it time for stores to ditch the free Wi-Fi?

    With the rise of the new services, like in-mall navigation, introduced by Apple during WWDC2017, similar features of Google maps, Beacon technology, it is only a matter of time, when retailers will approach in-store navigation for personalized shopping experience, all of it received through a consumer's smartphone. Removing such convenience feature can negatively impact the very experience, retailers are constantly fighting to improve. Instead, make it better, faster and more convenient for your customers, and you will be able to benefit from the upcoming technology in the nearest future.
  • Posted on: 06/08/2017

    What does it take for retailers to thrive amid shifting consumer preferences?

    All of the points are perfectly relevant to the current situation. The most important ones are experience and entire lifeline of the customer, as they define the entire relationship between customer and a particular retailer. An approach in dealing with these two key factors defines competition for the consumer's attention.Acting early is problematic, especially for larger retailers, due to their fear of the unknown and relatively slow adaptation speed. Stakes are high, so everyone's cautious about making any changes without an existing working solution.
  • Posted on: 06/07/2017

    Are ‘free’ product days worth retailers’ efforts?

    These annual free product days are more important than before. Client expectations grow each year, and to meet them retailers are required to participate.Such an event serves multiple purposes at once: it attracts new customers, rewards existing ones, fosters loyalty, creates the opportunity for an ad campaign, puts clients in the center, increases brand awareness and creates that positive vibe.To maximize ROI, retailers should provide excellent customer service, spark interest, find a way to offer additional items, etc.
  • Posted on: 06/01/2017

    Should Amazon buy Macy’s?

    Yes, Macy's acquisition may open additional access to brick-and-mortar at its scale, but Amazon has enough resources to build its own network, with its unique brand identity and latest technology in mind (Amazon Go and Fresh are the perfect examples of that). And fast. At this point, Amazon will either wait until Macy's value drops more and then they acquire it, or they will try to take its market share in a more or less fair fight.
  • Posted on: 06/01/2017

    Will personalized pricing only lead to more discounting?

    For now, to reduce a constant "discount expectation" effect and foster loyalty, retailers should utilize personalized pricing either in their rewards programs once customers meet certain requirements (collect n points, spend $n, etc.), or as a part of an in-store promotion.
  • Posted on: 05/30/2017

    Will Google change the game by linking clicks to in-store purchases?

    Machine learning, along with products like Google Attribution, provides us with a great set of tools to analyze and understand the shopper journey better, thus increasing the effectiveness of any marketing strategy. Connecting clicks to in-store purchases may not be a game-changer but will be the next milestone in creating a truly unified, guided shopping experience from which both companies and shoppers alike will benefit greatly.
  • Posted on: 05/24/2017

    What does it take to thrive in an over-stored marketplace?

    The traditional expansion is indeed counterproductive. I share Mark's point of view that retailers need to change their approach. They need to make their stores more customer-oriented, focus on building their unique brand identity, implement omnichannel solutions in their marketing strategy, etc. Focusing on quality over quantity per square foot of their brick-and-mortar presence will positively impact the LTV of each customer in the long run.
  • Posted on: 05/23/2017

    How should retailers balance personal versus impersonal experiences?

    That's exactly what omnichannel strategy presumes: reaching out to customers from different touchpoints -- whether it is a self-serve kiosk for ordering McDonald's or a store associate helping you match the best evening outfit.The point is that most retailers just can't afford to concentrate on one group of consumers only. Where will your business be if you rely on Baby Boomers only? Or Millennials? Or whatever-the-generation-is? Nowadays we have a mix of ages shopping and it is reasonable to offer a mix of services. Following this approach, even "impersonal" shoppers will get a personalized experience.
  • Posted on: 05/22/2017

    Will pop-up only malls catch on?

    To show long-term sustainability, pop-up only malls will require developing a strategically correct approach to attracting both relevant small retailers and their customers. This can be achieved through both offline and online engagement. For example, a mobile application or a website announcing some of the major upcoming pop-ups will contribute to a brand awareness and provide more tools for startups and small retailers to promote their businesses. Affordable leases, excitement, interactivity and unique shopping experiences are the key factors for this model to work.
  • Posted on: 05/16/2017

    Are digital CX initiatives being lost on Baby Boomers?

    Millennials grew up in a more computerized environment, thus making their learning curve much less steep when it comes to mastering new technologies. Boomers, on the other hand, are using more of a classic approach looking for things that are proven to be secure and functional. They won't chase a trend unless it proves its value. It takes a reliable, practical and easy-to-use solution to get them interested. Retailers should keep it in mind when coming up with their go-to-market strategy. Boomers possess more purchasing power, making them too valuable a group to disregard.
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