MOBILITY

Specialty retailer looks to bring digital customer experience to in-store shoppers

BY CSA STAFF

Barneys New York is employing technology to give shoppers at its new flagship in downtown Manhattan flagship even more personalized attention — and an experience that combines the best of physical and digital retail.

The luxury fashion retailer is utilizing the Relevance Cloud personalization platform from RichRelevance to deliver personalized editorial content to customer mobile devices and also help associates provide better customer service via a clienteling app. The retailer is integrating in-store beacon technology with the platform to share targeted content such as videos, lookbooks and designer interviews from its editorial site The Window with shoppers as they move about the store.

Customers who opt-in also receive personalized notifications when they nears items in their mobile shopping bags or on wishlists.

Barneys is also using the platform to power a new clienteling system that uses customer-centric personalization. The app is available on associates' iPads, which are also used as mobile POS devices with Apple Pay.

The new clienteling app connects consumer, product and inventory data to deliver personalized product and content recommendations based on each shopper’s unique history with Barneys. It also provides ‘endless aisle’ capabilities that give associates access to inventory across all Barneys stores and, from the store floor, to aid immediate order fulfillment in the store.

These new digital initiatives build on a long-term partnership between Barneys and RichRelevance to personalize the digital experience, including an increased focus on personalization in Barneys recent redesign of e-commerce and editorial sites. Barneys is using iBeacon technology to share informative and relevant content (videos, look books and designer interviews) from The Window, Barneys luxury editorial site, with shoppers as they move about the store. Beacons are integrated with the Relevance Cloud platform to deliver personalized recommendations of content to users who choose to opt-in for this experience via the award-winning Barneys New York app. The app also delivers personalized notifications when a shopper nears items in their mobile shopping bags or on wishlists, creating a seamless and efficient shopping experience for the knowledgeable Barneys customer.

For an upscale retailer like Barneys, price is less of a competitive differentiator than customer experience and product availability. The company’s new store personalization platform helps ensure it offers a high level of both.

“The customer experience in this store runs parallel in importance to the design, product and historic location," said Barneys New York COO Daniella Vitale. ”We want the customer to feel as though anything is possible when they walk into the store. With the seamless integration of technology, our incredible staff, and a deep appreciation of our customer, we really do feel that everything is possible."

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B.Smart Beacons says:
Apr-26-2016 07:16 am

Interesting read, Beacons are
Interesting read, Beacons are still in its infancy, if rightly incorporated into businesses it can create a huge wave of possibilities opening new ways to increase profits and also create a loyal customer base. Beacon technology is one such innovative technologies in recent times, it helps small/large firms to evolve in a systematic fashion towards profitability. Beacons helps the advertisers to provide more accurate location based relevant advertisements on to the prospective customers portable device. This technology also provide precise audience insights to the advertisers for further improvement and future references. Beacons also allows various advertisers to publicize there products simultaneously. To know more OR to get an idea on beacon/wifibeacons, Visit:http://www.bfonics.com

B.Smart Beacons says:
Apr-26-2016 07:16 am

Interesting read, Beacons are still in its infancy, if rightly incorporated into businesses it can create a huge wave of possibilities opening new ways to increase profits and also create a loyal customer base. Beacon technology is one such innovative technologies in recent times, it helps small/large firms to evolve in a systematic fashion towards profitability. Beacons helps the advertisers to provide more accurate location based relevant advertisements on to the prospective customers portable device. This technology also provide precise audience insights to the advertisers for further improvement and future references. Beacons also allows various advertisers to publicize there products simultaneously. To know more OR to get an idea on beacon/wifibeacons, Visit:http://www.bfonics.com

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MOBILITY

Online fashion retail shaping up as powerhouse market

BY Marianne Wilson

Online shoppers in the United States spent $92 billion on apparel, footwear and accessories in 2015.

That’s according to a new report, by global technology research and advisory company Technavio.

“With e-retailers providing more security features for online payments, free delivery, improved online customer service, and customer-friendly, easy-to-navigate shopping websites, a growing number of consumers are likely to use these portals in the next five years,” said Brijesh Kumar Choubey, one of Technavio’s lead industry analysts for retail goods and services.

The Technavio study identifies the following four emerging trends expected to propel the growth of the online fashion retail market in the United States:

Omnichannel retailing: Omnichannel retailing is fast becoming the norm for many U.S. retailers, offering consumers the option to shop online and pick up the merchandise from the store nearest to their location on the same day.

The report notes that Gap, is developing its omnichannel strategy by integrating its store and digital shopping channels, with such initiatives as ship-from-store, reserve-in-store, and order-in-store programs.

Customization of products: With personalization emerging as a key concept in fashion retail, major fashion players are allowing buyers to customize products to suit their needs. Footwear brands like Converse, Joker’s Closet, Adidas, Ferragamo, Vans, Nike, Shoes of Prey, and Manolo Blahnik have incorporated mass product customization into their online business models, giving customers the freedom to personalize the shoes they buy. The NikeiD website allows customers to pick the color and pattern of the shoes and shoe laces, and even have a message sewn into the tongue of the shoes. Customers can also share their designs online.

At the online retailer Black Lapel. shoppers provide their measurements and get customized style, fabric, and fit. If an item does not fit, Black Lapel will alter it or even remake it at no additional cost.

Emergence of luxury fashion in online fashion: Though late entrants to the online retailing model, luxury brands are now increasingly building their online presence. Brands including Chanel and LVMH's Fendi are now experimenting with online sales. Chanel launched its beauty product e-shop and Fendi launched an e-commerce platform, both in 2015.

Visual commerce trend: There is a rising trend of innovative visualization methods and personalized looks in the fashion e-commerce segment. In 2015, Amazon opened a 46,000-sq.-ft. photography studio with 22 photography bays that will help it create and add more than 500,000 images of clothes to its sites every year, with the ambition of becoming the best place to buy fashion online.

Clozette, a fashion social network, is curating Instagram photos of fashion bloggers and buyers and posting them on its platform for inspiration.

Online fashion house Asos has been working with technology company Olapic to collect user-generated photographs and videos from the web to boost the online shopping experience. Asos uses the software to help organize images it collects as part of its #AsSeenOnMe campaign, encouraging customers to share photos of themselves wearing the retailer's fashion ranges via Twitter, Instagram and Facebook.

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ENERGY/HVAC

It’s beginning to look a lot like … Ikea

BY Marianne Wilson

The steel framing on Ikea’s future Memphis store has progressed far enough to allow for the installation of the chain’s iconic blue panels, a construction milestone that keeps the store on track to open this fall.

The 271,000-sq.-ft. store is being built on 35 acres in the Wolfchase Corridor along the southwestern side of Interstate-40 near the Germantown Parkway exit.

“With Ikea Memphis taking shape and the blue paneling now going up, we continue to be on track for a grand opening this Fall,” said Lars Petersson, Ikea U.S. president. “We hope to be enclosed fully within several months, and cannot wait to begin transforming the building’s interior to look like an Ikea store as well.”

Ikea is evaluating potential on-site power generation at the site to complement its current U.S. goal of a renewable energy presence at nearly 90% of its U.S. locations.

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