Natalie Walkley

Director of Marketing, Deck Commerce OMS

Natalie has spent the last 12+ years helping brands effectively tell their story through digital marketing. In her current role, she brings together her experience in retail, logistics, and software to help retailers simplify order management with Deck Commerce — the leading OMS for DTC retailers.

  • Posted on: 01/27/2022

    Will Americans go to Lowe’s to buy dog food?

    I agree, Shep, it seems like a low-risk experiment. But, it's not too much of a product extension as Lowe's already has pet supplies listed on their website. (Which honestly I was surprised by.) So with the right awareness, I think they can win with this approach.
  • Posted on: 01/27/2022

    Will Americans go to Lowe’s to buy dog food?

    I can see this being a smart move to drive incremental sales for both retailers. There seems to be audience overlap and product congruency. Lowe's already has pet products (crates, doggy doors, etc) and even baby categories (cribs, baby gates) — so with the right placement within the store, this play seems like a convenient option for shoppers already thinking beyond the "home improvement" category.
  • Posted on: 01/26/2022

    Amazon Go is going big(ger) in suburban locations

    Interesting observation, Gene, around the licensing. They often take the "do it ourselves" + "let others leverage it" mentality.
  • Posted on: 01/21/2022

    Will airbags calm fears about driverless vehicles?

    Autonomous vehicles have already been successfully leveraged in warehouses—and significantly impacted picking/packing productivity. However that is in a controlled, focused environment where humans are also trained to co-work with those vehicles. Releasing AVs into "the wild" will have a bit more friction as the general public is often skeptical or fearful of the unknown.
  • Posted on: 01/21/2022

    Amazon says first clothing store will be a fashion and technological revelation

    Amazon for many shoppers is about convenience. This concept is the combination of convenience and a luxurious shopping experience. No carrying heavy hangers, no waiting for shipping, no counting items for a fitting room—the heavy "lifting" is done for you (including the styling!). And for Amazon sellers—no return shipping fees.
  • Posted on: 01/18/2022

    Are retailers getting closer to nailing last-mile delivery?

    Real-time order tracking and visibility is crucial to optimizing the final mile—the most expensive leg of the supply chain. You can't optimize what you don't see, so step one is for brands to leverage technology (i.e. an order management system) to understand where orders are, communicate with customers, increase final-mile delivery options (BOPIS, couriers, locker pickups, etc.), and assess margin across each delivery channel to uncover the most profitable avenues for their audience.
  • Posted on: 12/09/2021

    Will consumers ever get over the price hurdle for sustainable goods?

    The social desirability effect will impact this survey (people responding how they feel they should respond vs. reality). Additionally, the phrasing of "significant lifestyle changes" can be interpreted in a myriad of ways. For some, it may be simply turning off the lights. For others, it may be paying twice as much for sustainable goods. When brands tie sustainability to a strong mission or core value — it increases the buy-in from consumers to pay more (think Allbirds).
  • Posted on: 12/09/2021

    What will it take for brands to build digital communities?

    Creating a strong community is a surefire way to create raving fans of a brand. Seth Godin refers to this as a tribe. Consumers are able to connect with other like-minded people. However realistically speaking bigger brands will have an easier time creating large communities (Nike, Lululemon, Build-A-Bear) than smaller brands. Nonetheless, we'll see more "micro" communities from smaller brands, if nothing more than an online group or forum.
  • Posted on: 11/29/2021

    What caused the thin Black Friday traffic?

    While a lighter Black Friday may sound like bad news in some ways — it can be good news for brands and retailers if they are merely spreading out their sales over a longer period. "Surge days" like Black Friday, Cyber Monday, Prime Day, etc., can put a strain on employees, systems, and fulfillment. We'll see more spreading out over the next few years — supply chain issues or not.
  • Posted on: 11/19/2021

    What’s driving shoppers to Amazon?

    Amazon has become a habit for shoppers. We simply look there first. And while there is always resistance to the 800-pound gorilla — Amazon continues to be the most convenient, consistent, and comprehensive shopping experience for many. And while brands shouldn't ignore Amazon, they should find ways to incentivize shoppers to buy directly from them.
  • Posted on: 11/01/2021

    Will same-day deliver holiday cheer for Abercrombie & Fitch?

    Very few retailers can pull off same-day delivery successfully, but if they have the right technology in place and a solid distribution plan it can be done well! We were able to work with a client (toy manufacturer) who launched same-day delivery by leveraging their order management system and partnering with Shipt as the courier. It's been a huge success while also reducing strain on their warehouses. With all the supply chain issues, brands are smart to think of as many ways to get their products into the hands of consumers—with the inventory they already have on hand.
  • Posted on: 11/01/2021

    Will same-day deliver holiday cheer for Abercrombie & Fitch?

    They have, just not completely widespread as it's pretty challenging to do this. Build-A-Bear offers same-day delivery via Shipt. And love the acronym! LOL
  • Posted on: 10/27/2021

    What should retailers do about angry reviews?

    First, brands should read reviews to filter any "truth" in the feedback, and respond to the consumer. Then it is up to the brand to take action on the feedback (if needed) and for potential consumers to validate (or invalidate) the review. For example, I have read many reviews rating a product a low-star value because it arrived late. This is a fairly inaccurate review of the product itself, and more of a reflection of shipping and overall experience. Unfortunately for retailers, the lines between customer experience and product reviews are easily blurred.
  • Posted on: 10/22/2021

    Could Crocs’ supply chain mitigation steps work for others?

    A combination strategy of diversification (production, ports) mixed with prioritization (top channels, top SKUs) should help others as well — although perhaps not the exact same "mix." In terms of additional steps, anytime inventory is low it is critical for brands to have transparency into all inventory and availability to consumers. Investment in technology and tracking to do so will provide retailers the ability to make decisions more quickly.
  • Posted on: 08/31/2021

    Best Buy builds a virtual store to assist customers remotely

    Interesting concept. From a real estate perspective it is smart, because they are using current space rather than more expensive storefront space. I'd be curious to see how finding the *right* type of employee for the space pans out — as most distribution centers are in more rural areas. Might be a great way for a warehouse worker to expand their career opportunities. For years electronics stores have been looking for ways to ease buyer concerns about purchases and make them more comfortable (i.e. diffusing vanilla scents in the stores) — and virtual assistance for unanswered questions might tip the scales for reluctant consumers.

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