The unified shopping experience across all channels is the declared motto of omni-channel retailing. But how do fashion retailers ensure they meet the needs of their customers? And what changes are required in the store and online channel?
Customers do not distinguish between web shops, stores, franchise partners or external e-commerce platforms - customers just shop! The synchronisation across all online platforms and all brick-and-mortar stores provides a consistent offering. This begins with an overall view on stocks in all channels and ends with perfect customer service. The omni-channel customer expects self-service when it comes to checking the availability of articles as well as online reservations that later can be picked up at their preferred store (click & collect). In most cases, visiting a brick-and-mortar store involves intensive online-research beforehand. Therefore, customers are well-informed when entering a store and expect the same from the sales personnel. IT-based customer service enables a better dialogue with customers, which simplifies cross-selling opportunities so that sales staff can sell more articles and build up a long-lasting customer-company relationship.
Innovative forms of consumer engagement also contribute to an increase in sales for brick-and-mortar retail.
Brick-and-mortar retail is generally good at providing an emotional shopping experience, individual advice and exceptional customer service. With the Smart Fitting Room, retailers get another powerful sales tool that combines the advantages of the classical POS with those of the world of e-commerce. As a result, customers are able to experience the same features and functionalities that they know well from online shopping.
The intelligent fitting room convinces customers with numerous features:
Smart Fitting Room supports purchase decisions digitally.
Retailers quickly realise the potential for up- and cross selling opportunities offered by the Smart Fitting Room application. It means being able to drive the digital transformation in the store using modern forms of communication between customers and the sales personnel. The Smart Fitting Room represents a powerful tool for increasing customer loyalty, especially for youth orientated brands targeted at the smartphone generation.
With the Smart Fitting Room, smaller stores in premium locations are able to show their full product range virtually without physically exhibiting every article – triggering extra sales.
In addition, the Smart Fitting Room provides valuable data: for example what articles are often tried-on but rarely bought. Knowing your customer’s preferences increases your "operational excellence" with the effect of offering exactly what your customers want. Futhermore, analysis shows the potential for merchandise opimisation – and all that in real-time.
Consumer engagement also means adapting to customers’ preferred forms of communication. Questions directed at sales personnel or a chatbot are already widely known in e-commerce – it can be enough and ideal for those customers who just want to have a look around and do not need too much individual sales advice.
Furthermore, mobile messenger services change the communication between customers and staff. Text messages inform customers, for example, if a sales person is still with another customer, but will be available immediately afterwards.
Sales assistants on the shopfloor can even be informed directly whether a customer wants to try on an article in a different size by using "push notifications". Without the customer having to leave the fitting room, staff can bring the desired article to the customer for fitting.
That’s certainly customer service at its highest level.
Chief Digital Officers, Omnichannel Directors and Store Managers benefit from Detego InChannels
Uwe Hennig, CEO Detego
”Consumer engagement” in the store aims to provide the customer with even more services and to build up a long-term relationship where customers can relate with the brand. For this purpose, brick-and-mortar retail use product recommendations which are widely known from e-commerce; but with one difference: the functionality is even more precise and intelligent.
The place to make product recommendations in the store is definitely the fitting room. In the fitting room, a customer’s article preferences are identified by RFID readers when entering and then appropriate additional items or accessories can be recommended in real-time and displayed on a screen.
Detego InChannels gives distinct advantages over current web shop recommendations in that article availability on the sales floor (and others stores) is actually taken into account in real-time, which means they’re a lot more reliable . Therefore you can be sure the recommended articles are available directly in the store and in the right size – the customer can really rely on this information.
The disregarding of article availability and size considerations when making product recommendations is a huge shortcoming in a lot of web shops. Inevitably, the customer is disappointed if recommendations are not suitable or not available/deliverable.
Detego InChannels is actively assisting retailers in selling and optimising margins, as it takes age structures of articles on the sales floor into account when making product recommendations and pushes the sale of the current collection. In addition, conversion rates - that are continuously adapted to consumer behaviour - of certain articles or group of articles are also taken into consideration for the selection of recommended articles. Furthermore, Detego InChannels works with machine learning algorithms, which derive useful and effective recommendations from a large pool of data exploiting the full potential of inventories.
The customer will appreciate this smarter way of making product recommendations. Nobody needs another leather jacket after having just chosen one; however, a shirt that goes with the jacket will be seen as a useful recommendation.
Contact us to arrange an individual appointment with one of our experts to gain new insights, or request a product demo to learn more about the Detego Suite and how it can benefit your business.
We would be happy to assist you meeting today's and future retail challenges.