By its own definition, True Religion Apparel, Inc. is a premium denim brand for people who want to look different and stand out from the crowd.
“You don’t buy True Religion jeans to be a wallflower,” says John Hazen, its vice president of omni-channel commerce and digital innovation.
As its customers look to stand out from the crowd, so too does True Religion in the way it serves its customers. “I took my entire client base of hundreds of thousands who bought online, and put them on a clienteling tool for stores,” says Hazen. “Then I told my district managers to steal my customers. I wanted them to buy less online and more in stores.”
It’s all part of a comprehensive omni-channel strategy that leverages the Demandware Commerce Cloud to, among other things, empower store associates to consistently meet the needs of customers. At the heart of this initiative is its Digital Sales Floor, where store associates use mobile devices to help shoppers find precisely what they are looking for. It’s this merger of physical and digital that separates leaders from laggards.
In a September report, L2 Research wrote that, “Omni-channel investments offer a rare, blue line path to ROI as consumers spend more when there are multiple, fluid touchpoints. While commerce pure plays typically net 77 cents on the dollar, retailers that offer both in-store pick-up and returns enjoy an accretive effect- whereby shoppers walk out of the store with 107% of their original basket size.”
The omni-channel strategy is paying dividends for True Religion, as Hazen says its conversion rate is 15-20 times higher in stores than online. At the same time, its “charge/send” rates (which occurs when an item is charged in one location and sent to another) have increased by high double-digits.
True Religion will demonstrate its Digital Sales Floor capability in the Demandware booth (#707) at Shop.org October 5-7 in Philadelphia. We welcome you to stop by to see it in action.