One of the goals in 2021 was to improve the quality of service and customer experience
“We put great emphasis on creating an omnichannel shopping model, because it is important for us to give our customer a quality service here and now”
Marina Ilina Head of the division ECCO
1. Increase conversions and in-store purchases 2. Improve the quality of service 3. Enhance customer experience 4. Make customer journey between online and offline channels seamless 5. Expand the loyalty program
It's an application designed for employees. It allows store associates to quickly find an alternative to out of stock products.
Digital Store Solution
Moreover, the consultation takes place instantly, which allows saving client’s time. Also, the application enables the client to choose an alternative “here and now”.
Marina Head of the division ECCO
We've launched the Digital Store Solution app, which enables store associates with: 1. Product information & availability 2. Cross-sell recommendations & alternatives 3. Online orders from stores 4. Click and collect function 5. Loyalty program integration
The MVP project was launched in 8 weeks, bringing the effectiveness of store associates to uplift and enabling omnichannel capabilities.
For example, there is no product of a suitable size in store. Sales people scan the barcode to instantly reveal availability and product information, as well as order online or in the nearest store. The application gives the sales person prompts for related products, which allows upselling and therefore increasing the in-store conversion and UPT metrics.
How does it work?
Customer applies discounts and bonuses
They choose the delivery and payment methods
Customer scans QR-code, sees order details and tracks it's status
The store associate places an order and the customer tracks it with ECCO shopping app
There is no difference in customer experience at the retail store, on the website or in app. Digital Store Solution enables seamless journey between online and offline channels.
Integration with ECCO's systems
“We reviewed our processes, looked at how they fit into the existing Digital Store Solution system, and in 90% of cases they clicked.
In cases, when we saw that Digital Store Solution was better, we changed our processes to benefit from better practices.
I think, we've managed it in three months. This is indeed an accomplishment for our company”.
Paul Head of IT projects, ECCO
Sings the client up in a loyalty program
Store associate finds the client’s profile in a loyalty program
ECCO has a point-based loyalty program. We integrated it in the Digital Store Solution app to enable store associates to sign up new customers, check how many points are available and redeem them for the discount.
ECCO has launched an educational program for sales people to learn how many bonuses they get from each type of order. Each sales person has an account with sales targets, personal progress and incentives. It helps employees keep up with their KPI's. The number of sales has increased when store associates saw that the new tool helpes them to achieve their targets.
How the service helps store associates increase efficiency
ECCO saw the results at the MVP stage in both: sales and positive customer feedback
As a result
The launch of DSS in ECCO is an example of how to get growth in revenue and positive reviews from customers at MVP stage. The ECCO's team created conditions for sellers to understand the benefits of DSS and start to use it. ECCO's monthly turnover has increased by 2.5%.
Better customer experience
“We receive a great amount of positive feedback. Everything is so simple now, awesome!
Imagine a customer that wants to buy a pair of shoes, but in a different colour. The sales person offers to try on the one that they have in stock or order a pair in a different colour delivered from the warehouse.