How Brands Like Fabletics Are Enabling Better Customer Recognition Through Synched CRM
From PSFK's Retail Trends Playbook 2020, made in partnership with Microsoft, here's how three brands are delivering quality personalization through channel-to-channel synchronicity
As personalization and recognition across channels becomes a greater expectation among shoppers, more and more retailers have turned to customer relationship management (CRM) technology for assistance. Leading innovators are creating systems that ‘log’ customers into physical stores to trigger recommendations and in-store activations, as well as inform assistants to deliver personalized service, all while simultaneously syncing customer experiences both on- and offline.
From PSFK and Microsoft's Retail Trends Playbook 2020, here are three examples that demonstrate how brands are investing in channel-to-channel software to optimize fluidity in their customer cycles:
Nike House of Innovation 000
The Manhattan-based store from the athletic wear and footwear brand Nike closely integrates the Nike+ membership app to provide customers with exclusive experiences, recommend products based on previous purchases, and self-checkout. The app uses geofencing technology to automatically detect when they enter a store and updates their app with essential features to use in-store.
Alibaba x Guess
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.
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.
55% of shoppers say retail experiences are disconnected across channels. For more ways that leading retailers are addressing this issue and building better retail experiences, download PSFK's Retail Trends Playbook 2020, made in partnership with Microsoft.
Lead image: stock photos from Iakov Filimonov/Shutterstock