The spread of devices such as smartphones has made it possible for consumers to shop anytime and anywhere in a smooth and comfortable manner.
The traditional style of “going to a brick-and-mortar store to shop” has shifted to an era where shopping online is the norm, using PCs, mobile phones, and AI speakers such as smart speakers.
What reforms are necessary to build new relationships with customers? Based on the success stories of Ralph Lauren and Shinola, we will introduce the marketing necessary to become a “brand of choice” in line with the needs of the times and consumer behavior.
ralph lauren revolution
Ralph Lauren, a fashion manufacturer founded in 1967, is one of the successful companies that carried out a drastic IT/digital revolution. Ralph Lauren, which has continued to achieve results through physical stores for over 50 years, was one of the first to shift to digital as times changed.
The company will first close its flagship store on New York’s luxury Fifth Avenue and focus on building a digital storefront where customers can buy its products anywhere. Based on the philosophy of “mobile first,” the company leveraged social media such as Instagram to improve its e-commerce environment.
Aiming for personalization that is comparable to or even better than traditional customer service, everything from searching online stores to making recommendations and sorting to the most suitable products is realized using AI.
As a result, they were able to reliably raise their CVR (conversion rate: achievement rate of results) and lead to business growth.
The same is true for B2B commerce, which is dealing with companies that handle wholesale. We built an easy-to-use site for selling and wholesale prices and multiple purchases of each size, making it easy for merchants to make purchases. We also pay close attention to B2B relationships and achieve customer satisfaction from various angles.
Shinola’s Revolution
The American luxury brand store Shinola is also implementing measures to deepen relationships with customers, aiming to achieve new unified engagement success through digital solutions.
First, we set up a customer journey that accommodates access from all channels, proceeded with digitizing detailed customer information, and built a digital system to integrate it.
It has integrated a variety of information, including customer profiles, such as data collected from POS (Point of Sales) and ERP (Enterprise Resource Planning) so that it can be viewed from anywhere. .
This progressed the personalization necessary to enhance the customer experience and succeeded in providing a personalized “feel of specialness.”
Customer service provided by digital chatbots is also popular, regardless of time or place. It can be said that the introduction of AI has enabled the company to build even closer customer relationships.
summary
Ralph Lauren and Shinola have been able to achieve great results in B2C and B2B due to the digital revolution.
Many rapidly growing companies place importance on relationships with customers and provide solutions tailored to the times in order to provide a more comfortable shopping experience.
Digital reform centered on e-commerce is also an urgent need in Japan’s retail industry. The key is effective innovation that can provide a high-quality customer experience.
Reference source:
The retail industry is undergoing major changes not only in B2C but also in B2B with the keyword “customer-centric”