MOBILITY

M.Gemi bolsters in-store experience

BY Marianne Wilson

M.Gemi, the Boston-based Italian-made footwear brand, is using a digital tool to drive in-store customer satisfaction.

The direct-to-consumer retailer, which was founded online but recently jumped to the physical space, has launched an app for store associates that combines online and offline functions, allowing associates to provide an elevated experience for store shoppers.

Powered by mobile commerce platform PredictSpring, the app gives associates access to customer information including name, date of birth, past purchase history, including the ability to see items added to the customer’s online cart. In addition to clienteling, the app provides real-time inventory data. With one click, store associates can check the availability of online inventory and arrange for shipment directly to the customer. This allows M.Gemi to limit in-store inventory in terms of storage and sizes.

The app can also be integrated with a hand-held payment capture device to provide a user-friendly mobile checkout process.

"PredictSpring has enabled our store associates to seamlessly assist customers and ensure that their needs a met from the moment they walk in, until the moment they checkout,” said Cheryl Kaplan, co-founder and president of M.Gemi.

Founded online in 2015, M.Gemi operates two freestanding stores, in New York City's SoHo neighborhood and Boston's Prudential Center, in addition to its e-commerce site.

The brand works directly with a network of family-owned factories in Italy. New products are delivered in store and online each week. Because it sells direct with no middle man, it is able to offer a luxury handcrafted product at an accessible price point.

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ECOMMERCE

Menswear company sets its sights on improving the customer experience

BY Deena M. Amato-McCoy

Tailored Brands has taken steps to identify shoppers and drive customer satisfaction.

The menswear company operates more than 1,400 locations in the U.S. and Canada, as well as digital channels, across a variety of brands. By partnering with ForeSee, Tailored Brands now has a solution that manages all customer experience (CX) intelligence from one centralized location.

Using the ForeSee CX Suite, Tailored Brands now listens to, captures, measures and benchmarks customer feedback across web, mobile, store or locations, and contact centers. As a result, the solution delivers a unified view of the customer, and provides scientific measurement of CX across the entire customer journey.

After completing a successful pilot program, the company is now ready to expand the suite’s functionality to measure customer satisfaction across all of its retail brands and omnichannel experiences, including web, store locations, and fulfillment. The CX measurement solution delivers methodology-backed, calibrated customer feedback and insights — the foundation needed to fully represent the customer experience at Tailored Brands.

“At Tailored Brands, we pride ourselves on providing world class customer service, so our goal is not just to meet our customers’ expectations, but to exceed them whenever possible,” said Mark Neutze, executive VP, store operations and real estate, Tailored Brands. “With the methodology behind ForeSee CX Suite, we will be able to better identify and act on important customer satisfaction drivers across all of our customer touchpoints.”

Tailored Brands’ is applying technology across its banners, including Men's Wearhouse, Jos. A. Bank, Joseph Abboud, Moores Clothing for Men and K&ampG. The company also operates an international corporate apparel and workwear group consisting of Dimensions, Alexandra and Yaffy in the United Kingdom, and Twin Hill in the United States.

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DEVELOPMENT/REDEVELOPMENT

Developers: New centers warrant new co-tenancy clauses

BY Al Urbanski

With department stores being replaced by gyms and office space, retail tenants who signed on for the traffic generated by traditional anchors are of the opinion that the co-tenancy clauses in their leases need restructuring. At a forum staged by Jones Lang LaSalle at its New York office yesterday, two noted mall developers agreed.

“We need to get together with all of our retailers and revisit co-tenancy. The way it stands now doesn’t make sense at all,” said Stephen Lebovitz, president and CEO of CBL Properties. “We will work with the retailers, but it all depends on how their sales go as new anchors establish themselves.”

Retail leasing managers worry that anchor back-fills like medical clinics and restaurants won’t bring shoppers to the mall like department stores did, but panelist Joseph Coradino, chairman and CEO of PREIT, begged to differ.

“I’m not sure I agree that restaurants don’t bring in shoppers. It’s early in the game,” he said, though he added that current co-tenancy clauses were "archaic.”

Coradino was sure of one thing: The move of malls toward more dining and entertainment options is an abiding reality. “Not too long ago all our centers were 50% apparel. Now it’s closer to 30 to 40%,” he said.

Lebovitz suggested that a different metric be created for the traffic-building contribution of non-department store anchors. “It’s hard to say that the Whole Foods shopper is not shopping the mall. What we see is the creation of customer shopping patterns of [grocery shoppers] coming to the mall and cross-shopping on other days,” he said.

Mall owners do have a responsibility to pick the restaurants that will deliver the most shoppers, Lebovitz said, noting that local, chef-driven restaurant concepts draw more rave reviews than customers.

“National chains like Olive Garden know what they’re doing in our environment and will do seven to eight million dollars in sales, whereas the local restaurant will only do two million,” he said.


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