On Monday, January 12th, Tom Cole hosted “Operationalizing Omnichannel: Lessons and Insights from Industry Leaders” at the NRF Big Show. Featuring Diane Ellis, chief executive officer at The Limited, Brent Kirby, chief omnichannel officer at Lowe’s, and R. B. Harrison, chief omnichannel officer at Macy’s, the discussion centered around the evolving role of the chief omnichannel officer and how they are working with the larger executive team to deliver a seamless experience to the customer.

As retailers look to capitalize on the year ahead, here’s what each panel member anticipates will be the “next big thing” in omnichannel:

  • Brent Kirby, chief omnichannel officer at Lowe’s, believes that for 2015 and beyond, speed will be of paramount importance. To capitalize on this, Lowe’s is committed to working with their supply chain and customer analytics team to ensure that as the company evolves its omnichannel selling capabilities, they have the supply chain capabilities necessary to meet customer needs.
  • Diane Ellis, chief executive officer at The Limited, thinks that the next wave of omnichannel evolution will be centered around leveraging customer data and creating different channels to support engagement.
  • R. B. Harrison, chief omnichannel officer at Macy’s, sees RFID as continuing to transform the in-store experience, especially as it relates to the technologies being deployed in fitting rooms.

Kurt Salmon believes that each retailer needs a chief omnichannel officer—or a chief executive officer dedicated to omnichannel transformation—to drive innovation across the organization. And while no retailer has yet to fully capitalize on the omnichannel opportunity, Lowe’s, The Limited and Macy’s stand out as industry leaders.

For more insights from the panel, view video highlights on the NRF YouTube page. And for a complete recap of Kurt Salmon’s activities at NRF, including information on the 1:1 Retailing Lab, please click here.

12 January 2015