In this 2016 episode, Kevin Ertell, SVP Digital at Sur La Table, discusses the brand's digital strategy, highlighting key innovations like 'Cart Talk' for immediate post-purchase feedback and a new visual configurator for tabletop products. E-commerce operators will learn how a legacy retailer approaches integrating online and in-store experiences, leverages customer feedback for social proof, and utilizes technology partnerships to enhance the customer journey and product visualization.
Key takeaways
Implement post-purchase feedback mechanisms like Sur La Table's 'Cart Talk' to gather immediate customer insights and generate social proof.
Explore visual configurators for complex or customizable products to improve the online shopping experience and reduce decision fatigue for customers.
Strategically partner with technology providers to accelerate digital transformation initiatives and introduce innovative customer-facing features.
Focus on integrating online and offline experiences to create a seamless omnichannel journey for customers, a crucial element for traditional retailers.
Monitor emerging retail technologies like updated Dash buttons, evolving payment systems, and innovative in-store merchandising to identify future opportunities.
EP020 - Guest Kevin Ertell, SVP Sur La Table News: Amazon Dash buttons get an update Next Generation Apple Store opens in Memphis, TN Lululemon new pants wall Facebook Messenger Getting a Wallet Upcoming Events F8 - Facebook Developer Conference April 12+13 Google I/O Developer Conference May 18-20 Guest Kevin Ertell, SVP Digital Sur La Table @kevinertell Cart Talk - a great example of social proof being employed by Sur La Table, getting feedback immediately after purchase. Sur La Table is working on new store detail pages with Brickworks Software. Sur La Table is about to launch a new visual configurator for Table Top products, using Mix & Match from Fluid. You can can be one of the first to try the new experience here. Episode 20 of the Jason & Scot
What does this episode say about retail & omnichannel?
Implement post-purchase feedback mechanisms like Sur La Table's 'Cart Talk' to gather immediate customer insights and generate social proof.
What does this episode say about brand & content?
Explore visual configurators for complex or customizable products to improve the online shopping experience and reduce decision fatigue for customers.
What does this episode say about conversion & cro?
Strategically partner with technology providers to accelerate digital transformation initiatives and introduce innovative customer-facing features.
What does this episode say about retail & omnichannel?
Focus on integrating online and offline experiences to create a seamless omnichannel journey for customers, a crucial element for traditional retailers.
What does this episode say about retail & omnichannel?
Monitor emerging retail technologies like updated Dash buttons, evolving payment systems, and innovative in-store merchandising to identify future opportunities.
