In this episode of The Retail Experience Show, Bobby speaks with Richard Cox, VP of Men’s and Global Partnerships at PacSun, a retail clothing brand. They discuss how PacSun creates consistent experiences across its 300 brick-and-mortar locations, as well as how it converges the online/in-store experience. They also talk about what retail technology they’re using, advice for new retailers, and how PacSun is expanding its community through partnerships.
Topics discussed:
- Richard’s long-time career with PacSun in both merchandising and overseeing brand partnerships and collaborations.
- What retail technology PacSun is using, including BOPUS, RFID, and AI, to streamline operations and create better customer experiences.
- How PacSun creates consistent experiences across brick-and-mortar locations.
- How PacSun is converging the online and in-store experience in a “symbiotic relationship” between the two.
- Advice for new retailers, including the importance of brand positioning and finding the right location.
- What’s next for PacSun as it continues to build community and expand into PS Reserve.
Guest Quotes:
“When you walk out of our store, hopefully you feel like it was an elevated experience. We pride ourselves on the merchandising. We like our stores to look clean. We like to be able to have really strong storytelling. When you walk in, hopefully it feels fashion-forward, for sure. Great outfits. We want it to be an inviting feeling, too. Sometimes when you hear the word elevated, sometimes that means a bit exclusive, but that’s not it at all. We welcome you all as you are, and that’s the way we want it to feel is, wow, that was quite inviting. That was a great experience.”
“Ship-from-store technology … has been tremendous in terms of its impact on our business. Our inventory is way more efficient. We can get product to customers way faster.”
“We want that to feel seamless both in look and feel, but then also in ease of shopping. … Making a fleet of 300 stores all look the same, we want that to feel that way for online as well.”
“We’re really critical that the creative that you see on the website feels like it came from the store and feels like it meshes with the signage, the imagery that you would see in store at that time.”
“Think long and hard about your brand positioning. What is the personality of the brand or your company? What do you stand for? And based on that, what customers are you going after? What community are you trying to build?”
Get in touch with Richard Cox:
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Website
Get in touch with Bobby Marhamat:
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