Personalising Frank & Oak: Membership Retail for Men
Hooking into the rising trend for retail with an advanced membership angle, Montreal menswear brand Frank + Oak has evolved its Hunt Club subscription service into a new tech-driven concept dubbed Elevate.
The original service offered a monthly programme where a ‘personal stylist’ would send out five items curated according to a set budget. The new concept has been devised to generate a more relevant, reflexive and fast-paced relationship with male consumers, for whom guidance and affirmation still remain vital (see Selling Style in our New Masculinity Industry Trend).
For just $20 a year, members will receive free express shipping and returns, a 5% credit voucher for every purchase, and a more personalised in-store experience. The concept is largely facilitated by an accompanying mobile app featuring a 24/7, 365-days-a-year live chat styling service; an appointment booking system for in-store style advice; and super-speedy two-hour shipping in select US and Canadian cities.
In-store beacon tech recognises app holders as they walk in (sales associates are encouraged to offer them coffee on arrival). It triggers offers based on a combination of online browsing and purchasing behaviours, plus info gathered in-store or logged by the member, such as items tried, sizing, and personal preferences concerning events, music and weekend hangouts.
All 2.5 million original subscription members have been transferred to Elevate at no additional cost, while prospects can enjoy a free 90-day trial via the brand’s website.
For more on such tactics, see Reactive Retailing, Smart Stores, Customisation Tech Upgrades Barneys, Data-Driven Showroom Experience and Personalising E-Tail. Also look out for Membership and Tiered Retailing, publishing on June 23.