Errol Denger

Director of Commerce Strategy
Errol Denger is the Director of the Adobe Commerce Program responsible for strategy, alliances, and product integrations. In this role, Errol is focused on helping brands innovate shopping experiences and transform themselves into omnichannel businesses. Prior to this he was director of product management and strategy for IBM Commerce where he led portfolio strategy and product management. He has also held several leadership positions in strategy, retail and M&A including authoring the acquisitions that laid the foundation for IBM’s Smarter Commerce business. Errol is a passionate about driving innovation and business transformation with next generation experiences and commerce.
  • Posted on: 05/25/2017

    Is a self-service model Macy’s ticket to success?

    Retailers must redesign the experience around the customer to reduce friction and enable shoppers to interact in their preferred method. With this in mind, I can’t think of a better department to start with. Rather than forcing shoppers to wait for an associate to disappear into the backroom for an eternity to bring out two or three pairs of shoes, they can now quickly find and try different shoes on. Due to the increased efficiency, shoppers will now be able to try multiple pairs at a time drastically enhancing their experience. For this concept to work, Macy’s must ensure that the department maintains the pristine order shoppers expect from Macy’s (rather than a picked-over TJX) and they must continue to staff the floor with trained associates to help those customer that need assistance. As Macy’s and other retailers consider these moves, it’s imperative to revisit customer experience fundamentals. What is the optimal engagement model for each department and segment? While some shoppers prefer self-service, others want a more premium experience and associates must be there to quickly assist them. What role does technology play in assisting these shoppers to drive conversion rather than showrooming behaviors? And finally elements including shrink, store design and stocking must be addressed by this new format. High velocity turning shoes and sizes must constantly be replenished to ensure they’re on the floor because many self-service customers will simply move on rather than engaging an associate to determine if the shoes are in the backroom. It is possible to provide a premium self-service model but the experience must be flawless to succeed.
  • Posted on: 05/22/2017

    Will pop-up only malls catch on?

    Pop-up only malls provide a great opportunity to provide fresh, hyper-local assortments that fuse the best characteristics of traditional outlets with innovative formats that engage shoppers. The success of this format will be determined by the traditional rules of retail including location, assortment, and experience. Location is paramount and these popup malls must collocate with population centers capitalizing natural pedestrian flows including food and entertainment areas, town or retail centers, and event zones. Yet location alone is not enough to drive the success of this format; operators must ensure that the assortment and experience is fresh and fun. This requires the right mix of retailers and a rotational strategy to continuously introduce new offerings. Overall, I’m very positive about this format, but believe the success will be dictated by the operators creativity and ability to capitalize on the agility this format provides.
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