True Religion Adopts Smart Service Watches
American denim brand True Religion is arming its sales associates with a fleet of 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 its True Religion app – directly connecting it to existing consumer info.
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 items 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 its screen onto a 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- to 35-year-olds say that they would interact more with store associates if the shopping experience was personalised (Manhattan Associates, 2016).
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