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 


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."
Read more


woman cliff water

Dreamforce '14

Preview the world’s most revolutionary iBeacon retail experience at Dreamforce and learn how you can:

*Turn retail staff into mind-readers using Salesforce and iBeacons
*Inexpensively customise every retail interaction using Salesforce data
*Build a true omni-channel VIP customer solution
*Close the data loop on customer behavior

Over 50% of the top 100 retailers in the U.S. are testing iBeacons and full scale implementations grow by the day.

Proximity Insight in the Retail Zone

See the premier product combining true CRM with iBeacon technology

Retail Zone Partner Portal R6
Reserve an appointment or drop in at our portal in the Retail Zone for a personal product demonstration. We’ll be showcasing iBeacon App integrations with our retail partners. See what comes “out of the box” and preview our Salesforce1 iBeacon Reporting Package.

Look out for the Proximity Insight team:

Steve Orell – Co-Founder
Craig Crawford – Head of Retail Strategy
Paige Gamble – Brand Owner and Designer
Retail Zone Spotlight Session
Craig Crawford will provide insights on how to drive engagement between the business, IT and the customer. We’ll explore a use case for driving customer engagement through iBeacons with partners Petits Bisous and novastone, and we’ll demonstrate Proximity Insight: the first iBeacon product on the AppExchange, including dynamic clienteling and dynamic digital signage interaction.Moscone South, Retail Industry Showcase

Monday 13 October, 6:00pm-6:30pm
Tuesday 14 October, 2:00pm-2:30pm

Featured In The Wearables Keynote Presentation
Wearables are a huge part of the proximityinsight strategy. Come to the Wearables Keynote presentation to see us demonstrate micro-clienteling – something that is sure to play a huge role in how brands interact with the customer of tomorrow.

Hilton Grand Ballroom B

Monday 13 October, 12:00pm-12:40pm

Proximity Insight in the #DevZone
Find Kris Moyse and Matt Lacey and the Proximity Insight booth in the IoT #DevZone to learn about how you can leverage our tools and expertise to add iBeacon technology into your Salesforce.com applications. See examples of how we’ve integrated wearables, iBeacon tehcnology, mobile apps and Salesforce1 to build the Proximity Insight clientelling solution.

IoT Devzone, Moscone West

Need more information?
Visit www.proximityinsight.com or email hello@proximityinsightai.com to get in touch, arrange a personal demonstration, and get more information on our showcased Apps.

Follow us on Twitter and LinkedIn for more DF14 updates.


times square new york city

Proximity Insight Judging Salesforce Summer of Hacks

It was and absolute honor and pleasure judging the new breed of Salesforce app developers at the NYC Summer of Hacks on the 13th of July 2014.

Congratulations to all the participants.