Crew Clothing is using innovative technology to transform its customers’ shopping experience. Store tills are being replaced by handheld tablets carried by staff that enables them to serve customers anywhere in the store. A customer can take clothing from heavy duty garment rails and quickly complete the purchase of the item without having to join a queue at the tills.
The system means that staff engage with customers more and help them with their purchase choices. Crew Clothing says that staff require little training to use the system. Employees interact with customers in the aisles instead of standing in a fixed position behind the tills. Within twelve months, Crew Clothing plans to replace all their store tills with this mobile technology.
Crew Clothing has also revamped its customer data platform (CDP) by using a system called Unilyze, which collects data from a variety of sources including store and online activities, product reviews and customer service transactions. This information is used to create more sophisticated customer communications targeted according to individual customer behaviour with Crew Clothing.
Ally Bradshaw, the digital director of Crew Clothing said:
“The platform will allow us to gain a deep understanding of customer behaviour, seamlessly share data across the business and achieve agile and highly sophisticated customer communications.”
The Unilyze platform, developed by Planning-inc, uses artificial intelligence (AI) to analyse customer behaviour data in order to create more effective customer marketing communications. AI is used to develop predictive models of future customer interactions with Crew Clothing.
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