labor; but right now, the workforce needs more support to do its retailers globally can improve their operations. This year's study most critical task: deliver superior customer service. captured more than 100 responses from senior retail executives in the Americas, Europe, and Asia Pacific, offering a view of Driving to "Smarter" Retail emerging global best practices in store operations. It covers mul- With the omnichannel age here, retailers are rapidly evolving tiple sectors, including apparel, health and personal care, mass- store operations capabilities to support. How do you know if market and hypermarket, electronics, food and grocery, and cash your retail organization is ready to realize its full value? and carry. Do you have a defined business strategy linking metrics Besides the retailer perspective, this year's study also across channels and store formats? brings in the consumer view. We surveyed nearly 800 North Do you use learning stores and pilots for trying out change American consumers across demographic backgrounds, and programs to understand the impact of your omnichannel their responses provide a clear view of the consumer's opin- investments? ion of store operations. In the study, we compare and contrast How well are you measuring the return on investment retailer perspectives with those of consumers, identifying what (ROI) for your retail technology expenditures? is truly important to today's retail environment. Are your online order delivery service levels aligned to The study is based on A. T. Kearney's Store Operations effectively deliver to your customer when promised? Framework; see Figure 4. This framework, which was also used How can you drive more value for you and your customers to pioneer the 2010 study, evaluates operations across setting from social media? strategic direction, delivering core value, optimizing expenses, How are you investing in your in-store associates to set and driving lasting change. them up for success? Questions The truth is, many retailers are starting to answer these questions affirmatively, New strategies are seeking to meet con- 1. What overall conclusions do you draw from this case? sumer expectations, new metrics are more properly measuring Explain your answer. and incentivizing store staff, and focused and more frequent 2. What is the biggest disconnect" between retailers and their store pilots are getting answers faster. customers today? How could this be fixed? However, in their chase for "omnichannel nirvana," retail- 3. What could other retailers learn from John Lewis and ers need to get better at the basics of omnichanne a dedicated Warby Parker? focus on what the customer wants and needs; support to ensure 4. Describe the findings shown in Figure 1. Are you surprised that investments improve store performance; clear reviews about by the results? What are the implications of these findings returns on investment and an understanding of how in-store for retailers? associates can be supported. Retail remains a people business. 5. Describe the findings shown in Figure 2. Are retailers doing Getting that part right remains a critical ingredient for success. well in their technology investments? Explain your answer. 6. Describe the findings shown in Figure 3. Are you surprised Research Methodology by the results? Why or why not? What are the implications of these findings for retailers? ABOUT THE STUDY A. T. Kearney's Achieving Excellence 7. Comment on the methodology used for the AERO study in Retail Operations (AERO) study provides insights into how Discuss how you would improve it