How Matchesfashion is transforming consumer experience

A fantastic write up by Drapers of our session with Ines Lareo.

 

Speaking during a session at Drapers Fashion Forum on 12 October, held at London’s County Hall, Matchesfashion global customer experience director Ines Lareo said avoiding “silos” is critical in improving customer experience.

Challenges faced by retailers’ sales associates when trying to provide standout customer experiences included incomplete product knowledge, limited visibility of customer purchases and lack of intuitive tools, Matchesfashion’s marketing platform partner Proximity Insight has said.

1. Train staff to understand customer needs

A key aspect is providing teams with the information and tools they need to understand and meet individual customer expectations.

Lareo said: “We don’t work in silos. Everyone contributes to the experience that’s fundamental to the brand. The teams get a lot of training and the tools to realise this vision. It’s easy for us to say, ’yes, everyone wants experience’, but it’s about powering your teams to realise this. Information is key – how they can manage time and experience, and the training you provide to them in terms of expectations.

“More importantly, you can’t be customer-centric – you can’t expect every customer will get everything they need. One customer might want fast and furious 90-minute delivery on an item, but others might want to interact, or make an important purchase for a wedding or important presentation, so they want more time to try on more product. Your team needs to understand what each customer needs.”

2. Safeguard the business

Lareo also linked the importance of protecting customer data with the notion of shifting in-store engagement towards online, to build trust and interaction.

“Privacy is huge for us. Obviously we collect data from 100% of our online customers but customers also give us their contact details in stores. We work to the highest level of protection, and we’re now helping all our suppliers and partners achieve the same level of security.”

Lareo added that customers at Matchesfashion stores are increasingly engaging with the retailer online, estimating that 400 emails per week sent to customers making a purchase have gained a 27% engaged response rate, which “is growing”.

3. Provide one experience

Lareo emphasised the importance of providing a consistent customer experience by blurring physical and digital journeys.

She said that vitally, sales associates can access purchase histories from tills and communicate through the retailer’s app while on the shop floor through iPads, which has enhanced customer relationships.

“Multichannel is a word that’s banned in the office. We see it more as customers being able to buy from us through key access points. Customers want to interact with the brand, so we don’t want to direct them into just one single channel,” she said.

“Our strategy looked at how we could personalise online and make it more physical; and the physical more digital. [Physical] stores are fundamental as the DNA and physical representation of the brand. It’s about bringing physicality into the customer experience, and how the learnings of these stores are passed to our digital [offering].”

 

Full article here 


Retail CIO Feature 1

Top Retail CRM Provider 2017 - Retail CIO Outlook Magazine

Proximity Insight are delighted to be recognized by Retail CIO Outlook as one of the top 10 retail CRM solution providers for 2017!
Retail CIO Outlook

To be considered for inclusion, companies had to “showcase in-depth expertise in delivering innovative CRM solutions that boost operational efficiency for retailers”. At Proximity Insight, this's what we are all about. We understand the importance of enabling in-store touch points and view this as a significant opportunity for the retail sector. In-store transactions account for 80-90 percent of all retail sales and that figure is projected to remain consistent for the next decade. We help our clients produce dynamic clienteling business tools that help sales associates navigate the entire customer lifecycle, and drive sales by providing the best customers to contact, along with the right channel, messaging and timing that will resonate.

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NYC

NYC NRF 2017 Wrap Up

NRF 2017 in New York City was bigger and better than ever, with over 35,000 attendees and 500 exhibitors. All the usual technology vendors like Microsoft, Oracle, SAP, IBM and Intel were there to demo the latest offerings to retailers from all over the world. After the acquisition of Demandware (now Commerce Cloud), Salesforce is quickly becoming a serious player in the retail space, and their presence increased dramatically at this year’s show.

The theme this year was a typical one: the future of retail and how the environment needs to shift to meet the needs of a rapidly evolving consumer.

In his keynote, Intel CEO Brian Krzanich described how customer insight will transform retail by creating opportunities to predict customer behavior. This will reinvent the store experience and transform how retailers utilize analytics.

"Data is at the heart of the customer relationship, and it’s driving transformation."
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Lightning Process Builder feature

Using Process Builder to create Customer Journeys

Retailers building a central view of their customers from both brick-and-mortar and online channels understand that there are many challenges. Integrating and cleansing multiple best-of-breed systems is a never-ending battle. But once you have a central view of you customers, it is amazing what you can do with that information. In this article, I will show you how you can use this omni-channel data, Lightning Process Builder, and Proximity Insight to give an amazing customer experience.

The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.

Below, I’m going to explain how to create one step in what would typically be a map of inter-dependent experiences to make a customer journey.

Getting the actionable data you need in a central customer profile is the key. In this example, I will categorize a customer based on whether they have saved a Wishlist of products while browsing the brand’s website online.
Jaeger Clienteling
This could have just as easily be based on lead scoring, website tracking, or email campaign data. It could even be based on proximity profiling ie: knowledge about how a customer usually behaves in a physical space like a store.

I created a field on a Contact called Wishlist Count. This will roll up all the open Wishlist items from the eCommerce data. The next step is to set up the Proximity Insight customer interaction. In this example I am creating a mobile phone push notification when they enter the store. I add the location (iBeacon), message header, message body and any other relevant information.

‘Hi {!contact.firstname}|, welcome to the store. We’ve noticed you have an online wishlist. Would you like our stylist to pull the garments from your wishlist and meet you at the fitting room?’

As a part of the customer journey we want to trigger an in-store message for customers that have a Wishlist. Now with the Process Builder, we can make this an automated process. First you create the criteria.

Then the Create Record action, in this case we are adding the customer to the Interaction Target list.

Now we’re making it as easy as possible for customers to communicate that they want to be shown the products from their wishlist. When a customer walks into the Regent Street store, they will receive a push notification on their phone asking them if they want this process to happen with minimum inconvenience and maximum accuracy.

Message Proximity Insight
If the customer responds to the automated Push notification with a “Yes” response, we instigate a process of informing a sales associate which items to pull through the Dynamic Clienteling App on their iPad.

Making use of process automation with the customer smart phone app and the sales associates iPad app, we create a deeper, more engaging customer experience. The customer gets all of the items they want to look at without having to think and search, which then frees them to explore additional items while they’re waiting for the sales associate. And the sales associate gets some real context to start engaging with the customer. Everyone wins. That leads to more sales.