MANAGING STORE OPERATIONS IN UNCERTAIN TIMES - Christeen Rico Global Store Operations Fortune 100 Consumer Tech Company (US)

MANAGING STORE
     OPERATIONS IN
     UNCERTAIN TIMES

     Christeen Ric
     Global Store Operations
     Fortune 100 Consumer Tech Company (US)
o

CONTEXT

CASE STUDY

Source: Cook Tim. tim_cook. Twitter, 13 Mar 2020, https://twitter.com/tim_cook

Source: https://9to5mac.com/2021/06/15/every-apple-retail-store-open/

Source: https://9to5mac.com/2021/06/15/every-apple-retail-store-open/

Source: Photo - O’Brien, Deirdre. deirdre.at.apple. Instagram, 21 May 2020, https://www.instagram.com/deirdre.at.apple. Article - https://9to5mac.com/2020/11/04/apple-stores-england-lockdown-open-click-and-collect/

Source: Article #1 - https://www.businessinsider.com/apple-expanding-express-storefronts-2020-10. Article #2 - https://9to5mac.com/2020/11/30/apple-retail-store-express-storefronts-holiday-season/

Source: https://9to5mac.com/2020/11/30/apple-retail-store-express-storefronts-holiday-season/

“The response to COVID‑19 is still ongoing, and we recognize that the road
           back will have its twists and turns. But whatever challenges lie ahead,
           COVID‑19 has only reinforced our faith in people — in our teams, in our
           customers, in our communities. Down the road, when we reflect on
           COVID‑19, we should always remember how so many people around the
           world put the well‑being of others at the center of their daily lives. At Apple, we
           plan to carry those values forward, and we will always put the health and
           safety of our customers and teams above all else.”

Source: https://www.apple.com/store-opening-letter/

•   Is the right talent and expertise represented in your organization’s Covid
                    Response “Core Team”?

Field           •   How might Field Support continue engaging with store leaders and
(Store Teams)       teams even during closure?
                •   How might store leaders and teams become equipped and trained to
                    keep helping customers from home, even during closure (e.g., contact
                    center support)?
                •   How might Field Support enable store leaders to make the right local
                    decisions?

Processes

  Amidst unprecedented change, how might you
  normalize ongoing agility for your teams and
continue to help as many customers as possible?

Sample operating model framework
                   Closure Model                        Model A                             Model B                               Model C
Store access       •   No - store closed to customers   •   No - Storefront access only     •   Yes                               •   Yes
Store occupancy    •   Limited to back of house only    •   Up to 20%                       •   Up to 75%                         •   Up to 100%

Health & safety    •   Align with local mandate for     •   Align with local mandates for   •   Align with local mandates for     •   Align with local mandates for
protocols              employees                            customers and employees
                                                                                                N LY
                                                                                                customers and employees               customers and employees

                                                                                     E O
Shopping           •   Ship to home                     •   Ship to home
                                                                              A T IV     Ship to home
                                                                                            •                                     •   Ship to home
                                                        •
                                                                      S  T R
                                                            Online order pickup          Online order pickup
                                                                                            •                                     •   Online order pickup

                                                             IL  L  U                    Shopping by appointment
                                                                                            •                                     •   Shopping by appointment
                                                                                                                                  •   Walk-in shopping

Service            •   Phone/online support             •   Phone/online support            •   Phone/online support              •   Phone/online support
                   •   Mail-in repairs                  •   Mail-in repairs                 •   Mail-in repairs                   •   Mail-in repairs
                                                        •   Repair drop-off / pickup        •   Repair drop-off / pickup          •   Repair drop-off / pickup
                                                                                            •   In-store service by appointment   •   In-store service by appointment
                                                                                                                                  •   Walk-in service

In-store scheduling 10%                                 30%                                 50%                                   100%
At home scheduling 90%                                  70%                                 50%                                   0%

Operating model transition planning
Key actions                  DRI          T-7   T-6   T-5   T-4   T-3   T-2   T-1   0
Health & safety supplies
Preservation readiness
Store leadership inform
Store team inform
                                                  N LY
Store team training
                                               E O
Operational field guidance               AT IV
                                   U STR
Scheduling updates
                              I L L
Inventory actions
Merchandising actions
Online messaging updates
Customer outreach
Systems settings updates
Signage updates / arrival

Clear KPIs & scalable feedback loop

                                N LY
                             E O
                       AT IV
                 U STR
            I L L

Physical spaces
Closure           •   How might you maximize utilization of your physical spaces even during
                      closure (e.g., contact center, distribution hub, drop-off center)?

Health & Safety   •   How might you maintain a clean and safe store environment?
                  •   How might you adjust visual cues and merchandising strategies to
                      encourage social distancing throughout your store?

Limited Density   •   How might you alleviate in-store constraint by opening up access to your
                      services from home or in spaces outside of your main store (e.g.,
                      curbside pickup, delivery with setup)?

Adopt an agile mindset

THANK YOU