Super Retail Group (SRG) is in the midst of a transformation project, overhauling its technology platforms and organisational structure to build a culture focused on customers not channels.

The ASX-listed retailer, which owns Boating, Camping, Fishing (BCF), Rays, Rebel and Supercheap Auto, wants to be a world class omnichannel retailer. To do so, SRG selected Salesforce Commerce Cloud to provide its enabling technology platform and has created a central omnichannel team to develop new features and functionality across its brands.

Brian Townshend, general manager omni-retail, digital capability for Super Retail Group told Which-50 over his 20 year career in the digital retail space he has witnessed plenty of software implementations fail because they “don’t have business and cultural change that go with it”.

“One of the big things we did here was look at the organisational model and the way of working to leverage the [Salesforce] platform,” Townshend said.

“We established Group Omni — or the GO Team as I like to call it — where we now have a centre of excellence to take on a lot of the tasks that used to be done in-brand. So we do something once and then we scale it across the brands. It also enables the brands to focus on trading.”

From a cultural perspective, Townshend says it’s important to have the right organisational KPIs in place to make sure teams are thinking about the customer first.

“We don’t have one team sitting in a corner purely focused on driving ecommerce sales. A big part of the organisational narrative is having a customer view not a channel view,” Townshend said.

“Historically the way retailers have worked creates internal silos and conflicts around channel performance — that’s not a healthy place to be.”

Retailers have struggled to embrace a customer-first mindset in part because their legacy systems have made it difficult to cater for shoppers who want to buy online and pick up in-store, or return an item they bought online to a store.

Townshend says retailers need to be able to cater for all those different scenarios.

Click and collect has been a major driver of online sales growth across the business. According to the company’s annual report, released in October, online sales increases 76 per cent at BCF, 85 per cent for Super Cheap Auto and 152 per cent for Rebel.    

SRG can also see from its customer loyalty data that its customer will often check for stock online and then complete the purchase in store.

Its systems also give store staff visibility of stock in other locations (online and physical) so a specific product could be bought in-store and sent to a customer.

Replatforming

According to Townshend, one of the benefits of Salesforce Commerce Cloud is that it is well-suited to an organisation that has multiple brands. Each of SRG’s ecommerce sites are 95 per cent the same, which enabled the company to build the core functionality and then scale that across its brands.

This has allowed SRG to adopt a single roadmap as opposed to multi-brand roadmaps which “was a very ineffective way of working” .

SRG’s roll out of Salesforce Commerce Cloud started with Rays, the smallest of the brands, and finished in mid-August with Supercheap Auto, which required the most customisation.

Following the conclusion of the core implementation the SRG team went straight into an optimisation program, using the data and insights to roll out new enhancements every fortnight.

“We moved from big project delivery to an agile way of working, where we get inputs and insight from our voice of the customer program, analytics, NPS and our contact centre, for our fortnightly releases,” Townshend said.

The retailer has also introduced express delivery and buy now, pay later product ZipPay.

Looking ahead, Townsend wants to leverage the capabilities of the platform to enable a “fully connected customer experience across all of our touch points”.

“It’s never finished. There’s always new insight, new opportunity and we want to be a world-class omni-retailer. That requires significant understanding of our customers and how to best serve them,” Townshend said.

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