CLEARomni Case Study - Click & Reserve for AIGLE HK
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AIGLE is a French brand that makes clothing and footwear for outdoor activities. It has 18 stores in Hong Kong and Macau selling boots, jackets, and other items. To improve the customer experience and drive more store visits, AIGLE implemented an omni-channel solution called CLEARomni to allow customers to click and reserve items online and then purchase them in stores. This helps increase sales by converting more online visitors into purchasers in stores. The system integrates with AIGLE's POS and CRM systems to manage inventory and reservations across online and offline channels. It provides a seamless experience for customers to reserve products, get notifications, and make purchases in stores using their mobile phones and the system on
CLEARomni Case Study - Click & Reserve for AIGLE HK
- 1. The Journey to Omni Channel Retailing 21st September 2017
- 3. Founded in France in 1853, AIGLE has continued to develop its unique design in clothing and foot wear against nature for over 160 years whilst combining style and functionality. AIGLE boots are handmade in France. Together rubber boots and jackets are the showcase products, which represent the brand’s precious craftsmanship and quality. AIGLE arrived Hong Kong in 1997 and has total 18 stores now in Hong Kong and Macau with the French French Heritage & Lifestyle Concept. About AIGLE
- 4. The Issue Customers visit the brand website before going to the store for purchase. However, there is very limited stock in-store and very often, customers get disappointed if the items they are looking for are not available.
- 5. The Solution The implementation of CLEARomni to enable an Omni-Channel shopping experience, by allowing Click & Reserve service in first stage, Click & Collect in second stage and fully integrating with its offline membership program.
- 6. Objectives of ‘Click & Reserve’ Drive store visits with a higher purchase conversion with the added opportunity to up-sell and cross-sell by providing a superior online-to-offline shopping experience through click and reserve.
- 7. A Recent Story: During the days with Black Rain/Typhoon
- 8. Reserve Online, purchase at Store surged
- 9. 3 Key Elements • Building a Seamless O2O Customer Experience. • Integration with existing POS and CRM Systems. • In-store Operations Design and Training.
- 10. • Building a Seamless O2O Customer Experience • Integration with existing POS and CRM Systems • In-store Operations Design and Training
- 11. Reserve Product Online Try out / Make purchase in Store Reservation / Order Management in Store Building a seamless O2O Customer Experience
- 12. Customers select the items they wish to reserve. Available stocks are shown on respective stores. Customers then checkout at shopping cart page. Building a seamless O2O Customer Experience
- 13. Building a seamless O2O Customer Experience Once the order is confirmed and reserved in shopping cart, an email will send to the customer for reservation confirmation.
- 14. • Building a Seamless O2O Customer Experience • Integration with existing POS and CRM Systems • In-store Operations Design and Training
- 15. CLEARomni backend provided the O2O catalog, inventory and order management functionality and was integrated with CRM and POS to determine stock availability and member data. Integration with existing POS and CRM Systems
- 16. Inventory Sync and Allocation Regular inventory sync from POS to CLEARomni Calculation of availability for reservation based on On Hand Inventory of Stores & Warehouse POS
- 17. Integration with existing POS Systems
- 18. CRM Integration CS2000 PS • Activate existing offline members • Provide consistent pricing and recognition to members at all tiers • Acquire new members
- 19. • Building a Seamless O2O Customer Experience • Integration with existing POS and CRM Systems • In-store Operations Design and Training
- 20. Considerations Getting the buy-in from the service staff - Get feedback and making revisions to cause as little disruption as possible to their usual workflow - Sales incentives Making sure there is enough inventory - Enabling store transfers - Worry of over reservation
- 21. At the storefront level, each store has an iPad with the CLEARomni App for in-store operations management. In-store Operations Design and Training
- 22. Once a customer places a reservation, the particular store will be notified. The sales staff can then log into the system to confirm the reservation. Once they do so, a confirmation email will be sent to the customer. In-store Operations Design and Training
- 23. • When the customer arrives at the store, the store associate can scan the QR code from the customer’s email to retrieve the order and the items. • If the customer decides to purchase, the final order is placed at the POS with the receipt number recorded for conversion tracking. • If the customer does not come to the store in time, a automated email is sent on the reservation expiry date to remind them. In-store Operations Design and Training
- 24. Technical Overview Buy/Reserve Online CUSTOMER FUFILMENT TEAM for eCommerce and Click & Collect in next stage Visit Store to Buy Offline Product Information & Price Book O2O Order Management eCommerce / In-Store Inventory Customer Data Omni-Channel Management eCommerce Storefront POS Lifecycle-based Messaging (Email, SMS, Ad Push, etc.) CRM Click & Reserve Module Delivery STORE ASSOCIATE Handle Store Sales
- 25. Post-launch Considerations Acquisition Campaign • Discounts and incentives for customers to click and reserve. • Examples: Get a free gift upon reservation, Reserve and get 20-30% off on first purchase.
- 26. Post-launch Learning • Cutting down on manual effort: Enabling of store transfers sound great from the start. But when a customer makes a request and doesn’t turn up, there is unnecessary work. It also causes a lack of transparency amongst the different stores and a hassle to transfer the stock back. • Over reservation was not as big of an issue. There will always be people who will reserve but won’t turn up on the day. • Speed matters: If the orders are picked and packed within half a day, the completion rate is significantly higher.
- 27. The Omni Channel Journey Ahead CONSUMER RETAILER Omni Channel Shopping Experience Omni Channel Integration & Operation Reserve Online Purchase In-Store Purchase Online Collect In-Store Rolled out in 2017 Q1 Planned for 2018 Q1
- 28. Thank You