Analytics Help In-Store Experience, Says Lolli and Pops’ Alex Chang

Analytics Help In-Store Experience, Says Lolli and Pops' Alex Chang Allison Collins Candy retailer Lolli and Pops is working to use analytics like a tech company. While the chain of about 50 shops prides itself on experiential retail, it is incorporating data in order to improve upon and learn about customers' in-store experience, according to Alex Chang, head of e-commerce at Lolli and Pops. "As we think about how are we going to build a lasting global brand in sweets, we know in the tumultuous retail times we're in today, that it has to leverage technology," Chang said. Using a service called Retail Next, Lolli and Pops tracks customer paths in the store for insight into what sweets are attracting and holding interest. "One of the things we think about when we think about the future of retail is we have to compete with these e-commerce players who have all this data, who are constantly using data to optimize their conversion," Chang said. "How do you translate that and get that leverage in the store experience?" In one instance, the technology helped a Lolli and Pops location realize why a traditionally high-sales candy section was not achieving its normal revenues. "It turned out there was a table in front of it and people couldn't get to it," Chang said. Technology Follow WWD on Twitter or become a fan on Facebook. Read More... Fashion 3