Empowering Business Transformation with Mobile BI & Analytics Bruce Yen Sr. Director of Business Intelligence & Mobile

The GUESS? Girl 2

GUESS?: Strong Brand Portfolio Young Women & Men 20 – 35 Women 25 – over 40 16 – 23 Demographics Sexy, young & fashion-forward Upscale, sophisticated & contemporary fashion Affordable, young & Trend-right Brand Statement Apparel, Accessories & Footwear Lifestyle Assortment “A” & “B” Malls “A” Malls Secondary Retail & Key Outlet Malls Retail Strategy GUESS Marciano G by GUESS 3

Global Retail Presence EUROPE & MIDDLE EAST ASIA 594 478 AMERICAS 551 1,623 Stores in 92 Countries August 1, 2015 4

Retail Trends: Growth of E-Commerce Source: https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf 5

Retail Trends: Omni-Channel Retailing Online Store Social Mobile Mail In-store Kiosks 6

Retail Trends: Omni-Channel Retailing Stores Online Mail Social In-Store Kiosks Mobile 7

The Customer is the Queen (or King) Use Multiple Channels to Conduct Single Purchase Simultaneously Customer Service & Shopping Experience Are Differentiators Technology and Data are Enablers 360°view of real-time inventory Order online, pick-up or fulfill in any store Buy in-store, fulfill online/direct Buy via mobile device Drive customer engagement & experience 8 8

Building an Omni-Channel Foundation Operations Real-time view of inventory Shared inventory across channels In-Store placement of online orders Fulfillment from multiple channels (stores & warehouse) Online In-Store 9

Building an Omni-Channel Foundation Business Culture Strategic Omni-Channel Vision & Focus Omni-Channel Compensation Omni-Channel Business Performance Review Store and Merchant Omni-Channel Training 10

Building an Omni-Channel Foundation CRM & Marketing Leverage Customer Knowledge & Data 360 Degree View of Customer Shared Product Knowledge Unified Marketing & Advertising Consistent Promotions Single Brand Identity 11

Building an Omni-Channel Foundation Analytics & Insights Align Big Data Initiatives with Omni-Channel Identify Unique Customers Across Systems Link All Customer Centric Data Silos Enable Quick Analysis of Omni-Channel Data Optimize Customer Interactions with Analytics Personalize the Customer Experience 12

Data Driven Plan Empower the Business with Data Fast & Unfettered Access to Data 13

Data Warehouse (Columnar MPP Database) BI & Analytics Stack Source Systems Data Warehouse (Columnar MPP Database) Analysis & Reporting Retail Retail & CRM DW Mfg DW Online & Mobile App CRM ODS Manufacturing ODS CRM Manufacturing 14 14

Benefits of a MPP Columnar Database Increase Query Performance (60-400x faster) Improve Analytical Capabilities and Speed-to-Market Replace Traditional Cumbersome ETL with ELT High Business Value and Multiple Use Cases: Traditional Data Warehouse DB Replacement Replicated ODS Reporting DB Advanced Analytics (R-Programming) Future Proof with Hadoop Integration 15 15

Data Driven Plan Empower the Business with Data Build a Strong Technology Foundation Fast & Unfettered Access to Data Foster Decentralized Decision Making Mobile BI 16

Data Warehouse (Columnar MPP Database) BI & Analytics Stack Source Systems Data Warehouse (Columnar MPP Database) Analysis & Reporting Retail Retail & CRM DW Mfg DW Online & Mobile App CRM ODS Manufacturing ODS CRM Manufacturing 17 17

Data Warehouse (Columnar MPP Database) BI & Analytics Stack Source Systems Data Warehouse (Columnar MPP Database) Analysis & Reporting Mobile Apps Retail Retail & CRM DW Mfg DW Online & Mobile App CRM ODS Manufacturing ODS CRM Manufacturing 18 18

Store Associate Clienteling Mobile BI Apps gMobile Merchant App Trickle Polling App Store Associate Clienteling 19

Merchant iPad App 20 20

Merchant iPad App Use Cases Executives need a quick way to check daily sales, profitability and sales to plan Designers need to check how certain fabrics and colors are performing Merchants need to check sales of product as new styles are rolled out Area Visual Managers need access to best selling & store performance data 21 21

Store Associate Clienteling 22

Clienteling App Use Cases Store Managers and Associates better understand customer purchase behavior and needs Streamline customer engagement processes Better identify and identify top purchasers and most profitable customers 23 23

Data Driven Plan Empower the Business with Data Build a Strong Technology Foundation Fast & Unfettered Access to Data Foster Decentralized Decision Making Mobile BI Predictive Analytics Customer Centric Personalization & Campaign Analytics 24

Data Warehouse (Columnar MPP Database) BI & Analytics Stack Source Systems Data Warehouse (Columnar MPP Database) Analysis & Reporting Mobile Apps Retail Retail & CRM DW Mfg DW Online & Mobile App CRM ODS Manufacturing ODS CRM Manufacturing 25 25

BI & Analytics Stack Analytics 26 Source Systems Data Warehouse (Columnar MPP Database) Analysis & Reporting Mobile Apps Retail Retail & CRM DW Mfg DW Online & Mobile App CRM ODS Manufacturing ODS CRM Analytics Predictive Analytics Predictive Analytics R Customer-Centric Personalization Manufacturing 26 26

Store Associate Clienteling 27

Store Associate Clienteling 28

Personalized Mobile Messages 29

BI Checklist Mobile BI & Analytics Are Game Changers for Omni-Channel Retailing Empower decentralized decision making Influence direct consumer actions 30

Conclusion The Future of U.S. Retailing: An Agenda for the 21st Century …get the knowledge of the organization closer to the local decision makers so that they can make the best decisions and at the same time achieve that local commitment and responsibility for the decisions. Robert A. Peterson, 1991 31 31

Sr. Director of Business Intelligence & Mobile GUESS?, Inc. Contact Info Bruce Yen Sr. Director of Business Intelligence & Mobile GUESS?, Inc. byen@guess.com 32