American denim brand True Religion is arming its sales associates with a fleet of smart (Apple) watches to provide a more personalised customer service. Scheduled for roll out in its LA and New York locations this month (April), the initiative, dubbed Band by True Religion, works in sync with the brand’s existing True Religion app – directly connecting it to existing consumer info.
As such, when app users enter the brand’s stores, the watches will provide details including their name, product style preferences, purchase history, and wish-listed items – allowing associates to approach customers, discreetly, armed with extra knowledge.
They’ll then be able to add a key cross-channel edge to the experience, by summoning real-time information about product availability across all stores, and (as a form of micro endless aisle technology) ordering any out of stock products on a free two-day delivery basis.
The watch also has a broadcast function allowing staff to ‘bounce’ (transmit) images of the product shown on the watches screen onto a large (42”) screen in-store – giving extra visibility on details.
According to the brand’s engagement-to-conversion forecasts, just 10% of its existing app-holding customers need to embrace the system to warrant the initial expenditure.
For youth-centric brands customised service is certainly worth attempting; 49% of British 24-35 year olds say that they would interact more with store associates if the shopping experience was personalised (Manhattan Associates, 2016).
Image Source: True Religion