PacSun:
Surprise and Delight
Loyal Customers
Who We Are
PacSun Vision and Mission
Vision:
• 16-24 year olds’ favorite lifestyle retailer
for brands and California Lifestyle.
Mission:
• Sell more clothes at higher margins
• Thrive on creativity
• Change perception
• Spawn passionate advocates
• Win as a team
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PacSun History
Who We Are
Optimistic. Open Minded. Creative. Energetic.
Carefree. Active. Passionate.
PacSun is dedicated to embracing the amazing
diversity and unique sense of adventure that
California offers at every turn based on this vast,
yet attainable state. For over 30 years we've
called California our home, with our offices
located in the sun-drenched heart of Orange
County. With almost 600 stores across the
country, we embrace and deliver all aspects of
the California lifestyle to our customers, leaving
the possibilities limitless.
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Just Imagine…
A place where a Golden State
of Mind comes to life, where PacSun has
a relationship with our customers through
brand, innovation and their complete
awareness of how PacSun fits their
lifestyle.
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So We Did…
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We Imagined being top of mind with our customers
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We Imagined our customers know we understand them
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We Imagined a time when our customer uses their phone -- for everything
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We Imagined being their favorite store
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We Imagined knowledge of our customers’ wants
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We Imagined being in lock step with our customers’ world
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We Imagined enhancing the customers world and being valued for it
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We Imagined employees seamlessly handling centralized exchanges / returns
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We Imagined employees checking shoe inventory without searching the backroom
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We Imagined employees checking prices from anywhere, any time
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We Imagined employees spending time selling to and inspiring our customers
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The CET Initiative: 3 Years Ago
Customer Experience Technology
• Upgrade our technology foundation
• Replace our POS with in store technology
• Create a customer database
• Cultivate a community and understanding of what the customer wants
• Create a connected customer experience across all channels
Strategy
• Lead with mobile first
• Continue to drive store sales
• Develop a more comprehensive view of the customer
• Personalize how we market to the customer
• Recognize and reward our most loyal customers
• Increase engagement by encouraging interaction
• Have a conversation – “two-way” dialogue
• Have what they want, when they want it and where they want it
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The CET Project
xStore | Customer Engagement | Order Broker
For our CRM and loyalty program we selected Oracle Retail Customer Engagement.
To help us with this project we selected SkillNet as our system implementation partner.
We selected SkillNet as our partner based on their experience implementing
omni-channel solutions. SkillNet was already familiar with the Oracle Retail
Customer Engagement product and had a team anchored with members from
the original MICROS team. SkillNet helped with our end-to-end
implementation, taking the product from concept to live, helped define our
requirements and supported us through production.
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Sources of Customer Data
Along with Oracle and SkillNet we needed to engage several other vendors.
There was valuable data about our customer in each of our existing systems and
we wanted to pull it all together.
Email Service Provider
Mobile Application Vendor
PacSun.com System
Implementer
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Existing Gamification Program
Website Authentication Service
Private Label Credit Card
Provider
Our Project Room
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The Data: Pull It Together
All of the existing touch points had data we wanted to consolidate into our new
“360 view of the customer.” We also wanted to make sure the customer was
attached to the sale.
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Who they are (name/age/gender)
How to reach them (mobile app/email/physical address)
What they buy (products, categories, brands, fashion/basic, reg price or md)
When they buy (Back to School, year round, sales, special occasion or gift)
Where they buy (in-store/online/app)
How they shop (research online/shop in-store)
How they respond to messages (channel, offer timing)
myGSOM Rewards
Sign up in all channels
• In store
• Pacsun.com
• Mobile App
Published rewards
• $5 off coupons
• Earned through purchasing and
activity
• Ongoing and constant value prop
Dynamic rewards
• Driven by business needs
• Timing, offer and frequency will vary
between customers
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Published Rewards
Our published rewards are designed to drive enrollment, continually draw
attention back to our brand and collect valuable data. Rewards are added to the
customers account electronically and are redeemable in store and online.
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$5
$5
For every
1250 point
Just for
signing Up
10
250
50
50
Points for
ever dollar
spent
Points for
completing
your profile
Points for
in store
check-in
Points for
PacSun.com
login
15
100
25
Points for
opening
PacSun email
Points for mobile
messaging
opt-in
Points for
sharing of
products
Unpublished Dynamic Rewards
The unpublished dynamic rewards drive incremental purchasing according to
the needs of the business.
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Different customer segments receive personalized offers
Offers jointly determined by Planning, Marketing, and Merchandising
Examples:
₋ Gift with purchase
₋ Sweepstakes
₋ Thanks for being one of our best customers. To show our appreciation,
we’d like to present you with…
₋ Check out our expanded swim assortment on PacSun.com – Just for
you: Free shipping!
Surprise and Delight
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Recipe for Success
What are some of the key ingredients necessary to implement a project this size
in less than 6 months?
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Executive buy-in
Priorities are set at the top
Set expectations
Access to key decision makers
Collaboration and teamwork between our internal teams
- Marketing
- eCommerce
- IT
- Store Ops
- Accounting
All day, onsite design sessions
Customer First
Email
Hello
Mobile
PacSun.com
Catalog
Customer
Social
Media
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In
.
Store
Success
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