Driving Convenience With Digital Rafeh Masood Chief Digital - PowerPoint PPT Presentation

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