Meet Chau Banks, Executive Vice President, Chief Information Officer and Channel Integration at New York & Company.
Tell us about your career?
I have been working in consumer-related industries for over 25-years, focused on operational and technical aspects of business management.
Over the last 12-years I have worked for Retail companies that have leveraged technology to solve business problems or to drive growth initiatives.
In addition to retail, I have worked in other industries including Consumer Packaged Goods (CPG) and management consulting. In my career, I have worked for some very exciting global brands such as Coach, Abercrombie & Fitch, Victoria’s Secret, and Energizer.
You have worked for several companies that have strong retail traditions over 75+ years (New York & Company, Inc., Coach, and Abercrombie & Fitch). What role do you play in keeping the brand relevant to modern consumers?
I have been fortunate to be involved with all of these companies through the lense of technology: moving very traditional selling models of brick-and-mortar to digital experiences.
In order to stay updated and relevant, every company’s technology investment has to evolve with the consumer preferences and demands. I have been directly involved with evaluating, piloting and launching some very cool capabilities both online and in the store environment such as new commerce & social media platforms, and clienteling tools & kiosks within stores.
You received the Women2Watch for the last two years running for you role in creating seamless customer experiences on and offline. What are your secrets to success?
The key component to my success is that I myself am the ultimate shopper. I have walked in her shoes, so I always visualize myself in the brain the consumer – “how does she like to shop”, “how would she like to receive information whether in the store or online”, “how can we elevate her experience so that she wants to return”? With this mindset, I am able to drive changes that are focused on how businesses and technologies can better connect with our customers.
Where do you think retailers typically go wrong in this area?
Companies who don’t view technology as an investment but purely a cost have not been able to keep up with the speed and innovation in the marketplace.
For those attending Inside Retail Live 2018 – why should they catch your session?
My session will be from the point of view of a retail leader who has been very hands-on from multiple aspects of engaging with consumers and building technologies that can propel ideas across industries.