Restoration Hardware appoints Dr. Leonard Schlesinger to board
Restoration Hardware Holdings has appointed Dr. Leonard Schlesinger to its board of directors. He will also serve as the chairman of the board’s compensation committee.
Dr. Schlesinger has held executive leadership positions at various retail and consumer brands, including vice chairman and COO of Limited Brands from 1999 to 2007, and is an esteemed leader in academia having served for more than 20 years as a professor of business administration at Harvard Business School, and as the president of Babson College.
“We are thrilled to have Len join the RH board. He is a true thought leader and we will benefit greatly from his wisdom and experience as we continue our pursuit of becoming one of the most innovative and admired brands in the world,” said chairman and CEO Gary Friedman.
“I am honored to join the RH Board and have the opportunity to work with this exceptional team,” said Dr. Schlesinger. “I look forward to contributing to the continued momentum and long-term success of one of the most innovative brands in retail.”
Dr. Schlesinger is the author or co-author of 11 books and has written numerous articles for academic audiences as well as for The New York Times, Fast Company and Harvard Business Review. Dr. Schlesinger currently serves as a director of Demandware, a director of Viewpost, a member of the Corporation of the Winsor School, and is a member of the president’s council of the Franklin W. Olin College of Engineering.
Amazon partners with Twitter for easy shopping
Amazon has entered into a partnership with Twitter whereby Twitter users can link their accounts to an Amazon account, and add items to the shopping cart by responding to any tweet with an Amazon product link that has the hashtag #AmazonCart.
In order to take advantage of the service, customers have to connect their Amazon account to their Twitter account, which they can do via Amazon.com/AmazonCart.
Customers never leave the Twitter feed, and the product is waiting for them when they head over to Amazon. However, the tweet only adds the item to your cart. The shopper still needs to go to Amazon later to check out and pay for the product.
NHS takeaways: In mobile marketing, loyalty lists are key
Las Vegas — Weathering the storm of the digital revolution has been a major focal point here at the National Hardware Show thus far, where opting out is hardly on the table. Especially driving this point home were FunMobility’s Pat Murphy; Linda Roark of Pete’s Ace Hardware in Castro, California; and Jodie Larson of Brentwood Ace Hardware.
In a seminar titled "Using Mobile to Drive Real Business Results," the three discussed their own successes with FunMobility’s mobile marketing campaign and the importance of the smartphone in today’s retail landscape.
"Sending emails doesn’t count," said Murphy. "We’re not talking about a mobile app today. You don’t need a mobile app."
Roark, whose average basket size increased by 411% after her first mobile coupon campaign, stressed that marketing to consumers on their cellphones is worth the time and investment, even if one is merely targeting the same set of customers who already shop at one’s store.
The panel also discussed the many things that set mobile apart from other technologies — such as the unusually quick rate at which it was adopted, and that people handle their phones on an average of 150 to 200 times a day. Two-thirds of consumers own smartphones today — that’s a jump of 44% since 2011. Additionally, 97% of mobile messages are read, versus 20% of emails. Most — 84% — of customers use their devices during a shopping trip, and 22% send more as a result.
In an aging industry, especially, Roark discussed the importance of capturing younger customers.
"I had to find that younger consumer and get them walking through the doors of my store," she said. "It’s like a paper coupon, but it’s always with you on your mobile device. So I don’t have customers any longer saying, ‘Oh, I left my coupon at home.’ "
Among the most important bits of advice? Build a mobile opt-in loyalty list. As Murphy explained, customers typically only join one list per vertical, and it’s worthwhile to be the first hardware store in town asking customers to join.