Frank + Oak Style Advisers power next generation stores with mobile technology
Next generation menswear retailer, Frank + Oak, began as a pure play merchant who opened stores as a way to augment the shopping experience, turning it into a destination where customers can hang out, grab a coffee, or get a shave at the barber shop. New customers fill out an online profile where they list their sizes, preferred styles and colours. Algorithms, coupled with human style advisers, suggest purchases, which are then shipped to the customer. The more a person buys, the more customized their future recommendations become.
According to Co-Founder and CEO, Ethan Song “a lot of our customers go into our stores with their girlfriends…Our role is to be our customers’ girlfriends – a trusted adviser to help them look good.” When a customer comes into a store, it’s an active experience where a Style Adviser is with them for 30 minutes. With Tulip-enabled iPads, they’re equipped with detailed product information, paired with data and insight around customer style and shopping preferences, empowering them to make expert decisions on the spot.
“We’re taking ecommerce-like technology and bringing it into the store,” Tulip Founder and CEO, Ali Asaria says. “You can’t just have zero-skilled workers. We just haven’t traditionally given these associates the tools they need.” Frank + Oak’s fleet of highly skilled advisers are driving a new standard for better service and knowledge base that traditional retailers are surely to take note from.
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