How Brands Like Fabletics Are Building Relationships With Individual Customers

How Brands Like Fabletics Are Building Relationships With Individual Customers
Brand Activation & Immersion

Top brands are implementing technology into their e-commerce platforms and in-store models to foster close customer relationships and enable one-to-one, personalized service to drive value

PSFK
  • 19 november 2018

Consumers today want to be treated like an individual. They want to feel that a brand understands them and their unique set of needs. However, as companies scale and take their operations global, the ability to meet these expectations becomes increasingly challenging. 

Nonetheless, companies like Alibaba and Fabletics prove it is possible to retain close relationships with consumers in the face of growth, a key strategy of successful retailers outlined in PSFK’s Future Of Retail 2019 report. Retailers like these are implementing technology like machine learning and AI-enabled systems to help interpret personal data and behaviors to power an understanding of customers as well as enable one-to-one communications.

Alibaba x Guess
Chinese e-commerce giant Alibaba partnered with fashion brand Guess to pilot Alibaba’s first FashionAI concept store featuring smart racks, smart mirrors and high-tech fitting rooms. Shoppers check in with a QR code or via facial recognition, and, as all items are RFID-enabled, when the shopper picks them up, they automatically appear in a smart mirror. The mirror subsequently suggests outfits to complete the look either based on the customer’s previous purchases or the store’s latest products. Shoppers can use the smart mirror to add items they would like to try on into a virtual shopping cart. If they cannot find what they are looking for in store, they can add clothing from other Taobao virtual stores via tablets.

Uniqlo IQ
The fast fashion retailer Uniqlo developed an AI voice assistant called Uniqlo IQ that allows shoppers to search for products, receive context-specific recommendations or ask questions. The digital assistant is embedded into Uniqlo’s mobile app, however Uniqlo customers in Japan can access the assistant via Google Voice.

Fabletics
Activewear brand Fabletics has a technologically enabled concept store centered on an enhanced customer experience. Their proprietary OmniSuite POS technology allows customers to seamlessly link to their online membership profiles during their in-store visit and gives employees the opportunity to offer them personalized product recommendations. The technology also enables customers to request different sizes and colors, check an item’s availability, or even get styling tips without having to leave their fitting room.

For more examples of how brands are curating powerful one-to-one relationships with their consumers to enhance brand loyalty, see PSFK’s Future Of Retail 2019 report.

Consumers today want to be treated like an individual. They want to feel that a brand understands them and their unique set of needs. However, as companies scale and take their operations global, the ability to meet these expectations becomes increasingly challenging. 

+AI
+Alibaba
+analysis
+apparel
+brand activation & immersion
+chatbot
+consumer goods
+fabletics
+Features
+fitness
+future of retail 2019
+Guess
+loyalty & membership
+reports
+retail
+Shopper education & assistance
+technology
+trend
+uniqlo
+Uniqlo IQ

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