At the recent Dreamforce ‘16, I had the pleasure of co-presenting a breakout session with John Hazen, Senior Vice President of Direct to Consumer for True Religion Brand Jeans, on the challenges brands face in delivering a truly personalized shopping experience across a shopper’s entire journey. The talk focused mostly on the online shopping experience, but we already knew that TRBJ does a great job blending online and in-store experience. So, to put TRBJ’s personalization to test, I asked John if we could go shopping in its San Francisco store.
So we went to the nearby store here to see how its in-store experience really works.
Besides the amazing associates on the floor helping me navigate my complex preferences with the available assortments, they used a very interesting clienteling application. Created by F3G, a Commerce Cloud LINK partner, the clienteling application is a derivative of the partner’s wearable endless aisle solution that leverages Commerce Cloud Open Commerce APIs.
The architecture is quite simple – TRBJ has created a central CRM database that stores shopper transaction data from both online and in-store interactions. Using a shopper’s CRM number as the central connecting entity, a store associate is able to view the full extent of a shopper’s interaction with the brand – regardless of where that interaction took place – and tailor her interaction with the shopper based on that information. (see Contact Log and purchase history images below)
Since I am a relatively new TRBJ customer, they didn’t have a ton of data about me. So we decided to check out someone who was a true TRBJ fan – John Hazen.
Using the app, the associate sends a post-purchase survey which adds to the interaction points that the store associate scores for their quota.
It was great experience, but the real test will come when I visit my local True Religion store in New Hampshire. Will my experience be the same? Will they know what I bought in San Francisco? Be aware of my preferences? I’m headed there soon, so stay tuned.