eTail West 2018

February 26-March 01, 2018

JW Marriott, Palm Springs, CA


Chris Hull

Chief Merchandising Officer

Chris joined Shinola in the Fall of 2015 as the Chief Merchandising Officer, leading the “go to market” vision for the Shinola stores and digital channel including product adoption and story telling.  Prior to Shinola, Chris held several global leadership roles within Nike, Inc. including product management, retail strategy, and merchandising.  Most recently Chris led footwear merchandising and product creation for the Converse brand (a subsidiary of Nike, Inc.) in Europe.

10:30 AM Keynote Case Study Remix: Merchandising: The Art & Science Of Storytelling

At a time when consumers are inundated with products, emails, services and innovation, companies can provide an experience that breaks through the noise to connect at a deeper level with the consumer.   By embracing the balance of “art and science” of merchandising, companies can create a compelling product offering that clearly defines the right product at the right time at the right place.  During our rapid growth at Shinola, we have had to make hard decisions to edit products and categories to improve our story telling and bottom line.  The team at Shinola has utilized the following principles to shape the product line in order to amplify the experience:
•Lead the Consumer by Editing Choice:  Create a compelling assortment that empowers the consumer to decide.  Present the right amount of product that promotes choice but doesn’t paralyze the consumer from making a purchase. 
•Simplify the Story:  Be clear, authentic, and consistent in your story telling.  This is equally important across retail stores and e-commerce.  It can be hard to accomplish in a multi-category company when there are multiple stories to be told and products to be highlighted.  
•Leverage the Endless Aisle:  Utilize the e-commerce channel effectively to showcase “end of life” product and provide more choice for the consumer without tying up inventory and overwhelming the consumer.