Conversations & Insights July 12, 2016

L2 Insight: Next-Generation Service

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As evolved pureplay retailers open stores, the next generation of customer service has been a focal point.

Eighty-four percent of evolved retailers promote in-store services on their sites, compared to just seventy-five percent of leading omnichannel retailers. More impressively, sixty-three percent of evolved retailers offer online appointment booking, versus just a third of leading omnichannel retailers.

For evolved apparel brands in particular, service is a true differentiator.

Indochino provides customers with the opportunity to meet a style guide in the showroom, and two complimentary in-store fittings of their customized suits from Indochino tailors after the purchase.
Indochino’s store locator allows customers to book in-store appointments at their preferred store.

Rent the Runway uses stores to focus on the right fit. While renters receive a complimentary second dress size with their online order, customers who visit a Rent The Runway store can try on multiple styles and sizes just hours before debuting their dress.

The retailer also offers same-day try-on, and in-store pick-up of online orders at its locations, and employs fit specialists at each store.

When the Trunk Club opened its first store, it billed the unique space as a “clubhouse” for its members, complete with a 5,000 square-foot roof deck, and a 40-foot bar stocked with complimentary drinks. Today, all five of the brand’s clubhouses feature courier delivery, on-site tailoring, and a full service bar and coffee bar.

Customers are encouraged to relax in the stores’ fitting lounges and enjoy a drink before their appointment with a Trunk Club stylist. Each clubhouse is featured on the site, complete with store-specific user generated content. The brand also allows customers to request custom clothing during clubhouse visits.

Mattress brand Casper opened its first showroom in New York City in the fall of 2014, and followed with a Los Angeles location soon after. Customers are encouraged to try out the Casper mattress and nap in the apartment-style showrooms. The brand has also experimented with popup locations throughout the U.S.

Casper’s Washington DC “Snooze Bar” featured coffee and waffles by day and cocktails by night, and allowed customers to schedule an appointment to take a nap. More recently, the retailer launched “Casper Nap Tours,” which visited seven cities in a trailer converted to Casper “nap pods”.

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