ETAM

•  Etam is a French women's fashion company that operates in France and 39 other countries.
• The challenge Etam needed to solve was getting online shoppers to shop in-store and convert sales.
• The company offers a free in-store personal shopping experience that allows customers to spend 30 minutes with a fashion consultant to help them find clothing they both like and look attractive in.
• Customers fill out a questionnaire online that allows them to pick their preferred store and consultation time, along with clothing style preferences so the store can be ready with choices before the customer arrives.
• This tactic streamlines the customer experience between online shopping and in-store shopping and is the "type of personalization is exactly what today’s customer is interested in seeing online and will ultimately get them to visit the store."
• In addition, when the customer provides information on the questionnaire, Etam can use this data to provide other personalized services for the customer down the road.

TOM&CO

•  Tom&Co is a pet food retailer that operates in Belgium, France, and Luxembourg.
• One challenge that Tom&Co was facing was competing with national brands that could offer lower prices on pet products.
• Rather than selling only the Tom&Co brand, the company decided to also sell national brands, but only those that unique and add value to Tom&Co's customer.
• Its supplier philosophy is that it seeks "which will generate value-creation in the long term, and expect [its] partners to contribute to the company’s commercial strategy. [Their] role as retailers is to make the best selection for [their] customers."
• In addition, Tom&Co has focused on establishing a clear link between its online business and its stores. One way the company is enticing people to come into the store is to offer a discount for customers who "use the website as a tool to prepare their store visit or order online", but choose to pick their order up in the store.
• The company's omnichannel business focus allows it to design an online shopping experience that "can support the brick-and-mortar business."
• Moreover, Tom&Co believes that "customer needs should always be monitored carefully. A concept that may work for customers in France may not be that appealing to the Belgian clientele."
• Innovative brick-and-mortar retailers that want to compete with online-only companies must "have the flexibility to adapt to changing customer needs."