“In a competitive market a successful retailer needs to be two things: different and focused,” says industry expert Daniel Baer. “And that is part of Simons’ success”
thinking about how to insert automation and intelligence — the whole business is based over a data set, a data warehouse.” It is one of the reasons the growing management team at
Simons includes someone with a doctorate in mathematics and statistics, something that would have been unheard of 10 years ago.
On the store level, Simons is moving forward with technol-
ogy initiatives that are changing the retail game from both management and consumer perspectives. The completely con- nected store goes beyond the concept of online shopping; a fully transactional website is key to a retailer today, but it’s only part of the equation. “The web is no longer just a store. It is a technological backbone for finding products and offering cus- tomers the services they want,” Simons says. “We are trying to refine our concept and we are questioning it
continuously, how we deliver it, how the web is going to impact the need for space,” he says. “The market is continually trying to renew itself and you have to work hard to maintain your place in the market. My plan is to really add value at the store level and there is no long term anymore. There is immediate term — everything is pressing for tomorrow.” The company’s entire inventory is going online with a fully
integrated website featuring a mobile application and a new loyalty program. Stores are also being equipped with iPads so sales staff can access information about products from the web. Near field communication technology, which enables custom- ers to use their smartphones to get information on a product while they’re in the store, is also being tested. Simons is seen to be on the right track here. “With technol-
ogy as it is today, the successful retailers are working in what is known as an omni-channel world, where they integrate an e-commerce platform with their physical stores so they work together,” says Daniel Baer, national retail and consumer prod- ucts industry leader for EY. “In a competitive marketplace a successful retailer needs to be two things that sound easy but are extremely difficult,” adds Baer. “It needs to be different and it needs to be focused, and that is part of Simons’ success.” How does the retailer plan to stay on top of everything? “You just stay very humble and stay very alert,” Simons says.
“You stay thinking about things, and open your mind up to all the changes around you. After that, it’s hard work and good luck.”
KATHRYN LEGER is a Montreal-based freelance journalist
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