Driving Convenience With Digital Rafeh Masood – Chief Digital Officer BJ’s Wholesale Club
My Background
BJ’s Wholesale Club • 5.5 Million Members • 217 Clubs updated # of gas stations • 139 Gas Stations
Role of Digital Source: Brian Fetherstonhaugh from Ogilvy & Mather
Why Digital
1. Convenience
1. Convenience
2. Showrooming ACCESS ANYTIME SMART SAVING VALUE FAMILIES ANYWHERE
3. Choice + In-Club Same Day Ship to In-Club Pick Up Delivery Home Mobile App (1.8M downloads)
We have made progress… May 2017 June 2019
… by creating a strong vision, moving with deliberate speed and executing without fear Vision Execution Speed
Launched six digital capabilities 6 in 6 in six months BerkleyJensen.com m.BJs.com BJs.com WellsleyFarms.com BJ’s Mobile App Mobile Ordering
We built a world-class digital platform 400+ features • 45 man-years worth of effort • Improved user experience • New omni capabilities • Branded sites • • Mobile app with 1.8M downloads Digital coupons •
Digital Transformation Cultural Transformation
Top 10 Lessons From Our Journey
1 Focus on products, not projects
MVP MVPP 2 Minimum Viable Proud Product Product
Develop Agile Teams 3 UX PRODUCT + ’ ED TECHNOLOGY + NEW TALENT BUSINESS AND LEADERSHIP
Hyper Transparency and Collaboration 4 Open floor concept
Turns into real wall
Plan the Work and Work the Plan 5 We embraced OKRs Objective 4 – Objective 1 – Objective 2 – Objective 3 – Build a world class Make BJs the Showcase value Offer members organization most convenient choice to shop ✓ Ensure all place to shop ✓ Set up product assortment is ✓ Launch 2 day management and available online ✓ delivery program - Launch digital UX teams Stocked coupons ✓ Dramatically ✓ Set up OKRs improve content ✓ ✓ Roll out same day Launch BJS mobile delivery chain wide app ✓ Launched ✓ Build out an ecommerce KANBAN boards ✓ ✓ Roll out buy online Launch mobile program to make pick up in store ordering for deli work visible chain wide department ✓ Relaunch digital marketing program ✓ Set up a global ✓ ✓ Build out a world Launch ExpressPay delivery model class member care operation
Embraced “Fast but 6 not Reckless” Speed Support Friendly Simple Secure Scalable
7 Make Work Visible FLOW FEEDBACK CONTINUAL LEARNING
8 Storytelling Internal Social Show & Tells Digital Supplier Days Workshops Weekly Videos Newsletters
Building a Strong 9 Partner Ecosystem
10 Digital First Data First AI First Cloud First
EXPERIENCE FIRST.
Promo code: “RetailX” Expires 07/02/2019 *Exclusions apply: Minimum purchase of $5. Membership items excluded
The way to get started is to quit talking and begin doing - Walt Disney
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