A global retailer with an online store and well established brick and mortar locations desired a more catered experience for customers that frequently shopped multiple channels, but wanted more engagement and personalization through their smartphones. With industry trends indicating that customers engaging across multiple channels with one brand improving overall spending and loyalty, the retailer was interested in merging the experiences from their online store and brick and mortar stores together for a more seamless experience. Multiple challenges were presented as part of the initiative:
The overall desire would be to provide the customer with a native application on their smartphone that allowed the customer to not only shop all of the digital store merchandise, but also merchandise across every location in the country. With a goal of consolidating a shopping experience for all available inventory in the brand, and a clean interface to allow coordination with retail location personnel or shipping options - the customers could ultimately shop the way they wanted to from the convenience of their phone.
We began with an Understand phase, a process where we learned from subject matter experts, hosted user focus groups and actually worked with the various customer systems to learn the process and gain a deep understanding of our users’ pain points in all channels. The Understand phase resulted in initial concepts and plans for a custom mobile application that would allow customers to shop across all channels and coordinate with retail locations for merchandise in nearby stores. Centralized inventory tracking and customer profiling were also planned in the initial milestones, and leveraging the existing digital commerce infrastructure allowed for purchasing functionality to remain consistent with existing experiences.
Systems integrated across the enterprise included:
As a result of this initiative, the retailer experienced the following:
The native mobile customer application has become a key platform for crafting personalized experiences for all customer segments with the ability to uniquely blend the digital and physical storefronts.
We're proud of our work, and our clients are very satisfied with the accomplishments achieved and results of our partnership.