Natalie Walkley

Director of Marketing, Deck Commerce OMS

Natalie has spent the last 12+ years helping brands effectively tell their story through digital marketing. In her current role, she brings together her experience in retail, logistics, and software to help retailers simplify order management with Deck Commerce — the leading OMS for DTC retailers.

  • Posted on: 12/02/2020

    Sephora to set up shops in 850 Kohl’s stores

    While an interesting collaboration, it seems like two different target audiences (other than the obvious factor of gender). Kohl's retail model has a focus on deals, Kohl's cash, and discounts. Meanwhile, the average Sephora shopper spends ~$33/month on cosmetics (more than Ulta shoppers). I wonder if more price-sensitive Kohl's shoppers will mosey to the Sephora counter, or if Sephora loyalists will meander through the Kohl's store while purchasing their cosmetics. Only time will tell.
  • Posted on: 12/02/2020

    Were record Cyber Monday/Week sales enough to help retailers salvage 2020?

    There are many factors that would determine how a retailer has performed in 2020: industry, target audience, size of the business, distribution network, channels, etc. What we have seen with customers is that retailers with the most flexible supply chains and omnichannel technology in place, have in fact made up for much (if not all) of the loss. This includes some of the other under-performing industries at large, which tells us that omnichannel technology and distribution networks are critical factors.
  • Posted on: 11/24/2020

    To furlough or not to furlough?

    It is certainly inspiring to see brands keep their associates at the heart of their operations. We saw many retailers get creative for how to keep their team "working" even if stores were closed to foot traffic—many deciding to use their stores as micro fulfillment centers and store associates to "pick, pack, ship" orders. This was a win-win-win: for the brand, associates, and consumers.
  • Posted on: 11/23/2020

    Will home furnishings soon be a ‘digital-first business’?

    Wow! That is interesting. I don't think I'd have the patience to disassemble something to send back. LOL.
  • Posted on: 11/23/2020

    Will home furnishings soon be a ‘digital-first business’?

    Home furnishing and decor is a pretty broad category. The logistics of shipping big-and-bulky items like furniture varies greatly from smaller items like vases and pillows. I can absolutely see a continued shift in the latter moving online. For the bigger items, I wonder if more stores will move towards the showroom-store model focused on experience—to allow customers to sit on their future couch before purchasing—but then the transaction is made online. The perk for consumers is not having to transport, but that results in higher freight and final-mile costs for the retailer.
  • Posted on: 11/20/2020

    How can retailers avert a holiday returns catastrophe?

    There will be a lot of lessons learned in January 2021. But if retailers enable customer-initiated returns, they could have the opportunity to incentivize a return to store option (i.e. 10 percent off your in-store purchase). However given the pandemic, many e-commerce orders may be purchased as gifts, and therefore there may/may not be a store nearby the recipient. Perhaps offering "warehouse sales" in January (non-returnable) would be a good way to clean out some returned inventory and recoup some of the losses.
  • Posted on: 11/19/2020

    Walmart goes to the dogs (and cats, too)

    This is an interesting move for Walmart. Pet insurance is a fairly niche market, as stats show that only 2 percent to 3 percent of pet owners actually leverage pet insurance. (I'm one of them and it is worth it!). Pet walking and sitting may be a more attractive offer, but walking seems to be a more urban request, and Walmart's target is more rural.
  • Posted on: 11/16/2020

    Will pop-up e-commerce fulfillment centers help Walmart manage demand?

    Pop-up DCs are a great way to increase capacity for brands — whether during peak season, launching a new product, or just reducing strain on other DCs. And given that each pick is so different than pallets or cases, a separate center makes sense for Walmart. One challenge I see is that starting an operation from the ground up takes a lot of hiring, training, resources, and time to create the efficiencies that already-operating DCs probably have.
  • Posted on: 11/13/2020

    Chipotle’s expansion plans include adding ‘digital-only’ restaurants to its menu

    Dark stores are becoming more and more popular, as foot traffic slows and e-commerce grows. It was only a matter of time before more restaurants do this. I've heard these referred to as "Ghost Kitchens" and I think we'll see an influx of this in the coming year.
  • Posted on: 11/11/2020

    Dick’s and Etsy’s Christmas spots deal with COVID-19 realities in different ways

    I resonated with the Etsy commercial, and think they nailed their target audience. As a mom, this holiday is a gut-wrenching reality for grandkids/grandparents. Perhaps Dick's went upbeat and fun to target their male audience? I'd liked the creativity of it, but had to rewatch it because I didn't catch the story right away.
  • Posted on: 11/11/2020

    Dick’s and Etsy’s Christmas spots deal with COVID-19 realities in different ways

    "I hate misty-eyed advertising — until I love it." Same, Ben. Same.
  • Posted on: 11/09/2020

    Did Gap just learn that no good tweet goes unpunished?

    100% agree.
  • Posted on: 11/06/2020

    Under Armour does a Nike me-too and expects success

    We are seeing more and more brands shifting to a heavy direct-to-consumer model for many reasons—but one, in particular, is that they have more control of the brand experience. When CX is king, distribution channels are queen. Of course, with more control, you often have more things to manage (increase in transactions on owned channels) so brands should always evaluate processes and technology against the "does this enhance or hurt the customer experience?"
  • Posted on: 11/05/2020

    Did Gap just learn that no good tweet goes unpunished?

    Politics are by nature in a two-party system ... divisive. I applaud Gap for trying to bridge the divide with a positive message -- which I'll note is the *exact* type of message we saw from retailers at the beginning of the pandemic (i.e. "we're in this together"). I think the visceral response of anger is indicative of where people's emotions are, but a negative reaction seems illogical, IMO.
  • Posted on: 11/03/2020

    2020 creeps up on the RetailWire Christmas Commercial Challenge

    The Kohl's one resonates with the loneliness many people are feeling right now -- and customer empathy is generally well-received.

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