With a firm belief that the future of retail is a harmonious blend of digital and physical, Jack & Jones is rewriting the rules of in-store engagement. The secret to their success?
A powerful in-store ordering solution they call their “money machine.”
In the fast-paced world of fashion retail, staying ahead of the curve is not just an advantage; it’s a necessity. For Digital Retail Manager, Helena, at Jack & Jones, this means a relentless pursuit of innovation to enhance the customer experience and, ultimately, drive more sales. At the heart of their recent success is the implementation of an in-store ordering solution that has not only solved a long-standing challenge but has also unlocked significant growth.
“Before, we would often have to send customers to a nearby store if we didn’t have their size or a specific style in stock,” Helena explains. “In doing so, we were inadvertently sending them to our competitors.” This common retail pain point is now a thing of the past for the fashion giants.
Introducing the Money Machine
The game-changer for Jack & Jones has been the introduction of large, 42-inch interactive screens in their stores. These screens, powered by Touchtech’s InStore app, provide customers and staff with access to an endless-aisle of over 4,000 different styles. This is not a competitor to our stores, Helena emphasizes. This is the future for our stores to gain extra sales and really just never saying no to our customers.
The results speak for themselves. In their top-performing stores, this new technology has driven an impressive 15% increase in sales in top stores. Across their top markets, they’ve seen an average of an 8% uplift, and even across all 600+ stores in over ten markets, there’s a consistent average increase of 5%. It’s no wonder they call it their money machine.
Provides an opportunity for upselling, increasing the number of items sold and the overall basket size.
More Than Just a Screen
But this is more than just about offering more choice. The in-store screens have become a central part of the shopping experience. By standing here with the customer, having an open dialog, we can complete full outfits by using AI to actually style based on the product that we are looking for, says Helena. This not only helps customers find what they want but also provides an opportunity for upselling, increasing both the number of items sold and the overall basket size.
The efficiency of the shopping process has also been dramatically improved. What used to involve multiple trips between the fitting rooms, the shop floor, and the point of sale can now be done in a fraction of the time. A simple scan of a product’s barcode brings up all available sizes, colors, and styling suggestions.
Even greater flexibility, the solution is also available on iPads, allowing staff to assist customers anywhere in the store, especially when the main screen is occupied.
Customers can discover styles by themselves when staff is busy.
Creating an Experience
The decision to use large 42-inch screens was a deliberate one. The bigger the better, Helena notes. It’s all about creating awareness. When not in use for a specific product search, the screens display engaging video content, drawing customers in and sparking their curiosity. I don’t think anyone can’t see the screen, she adds. This means that even during busy periods, customers can be parked at the screen to browse independently while they wait for assistance.
A Vision for the Future
Looking ahead, Jack & Jones sees Touchtech InStore as fundamental to their continued growth and relevance. We definitely believe looking five years ahead, we will have doubled our square meters, Helena predicts. Their vision for the future is one of hyper-personalization. Imagine a customer entering the store, scanning their loyalty app, and instantly seeing personalized style recommendations based on their size, past purchases, and favorite styles. At the checkout, all their details would be pre-filled, creating a truly seamless and frictionless experience.
Key to Success
However, technology alone is not enough. A key ingredient to the success of this initiative has been the implementation of the right business model. All the turnover goes to the stores while paying a small fee to our e-commerce, Helena reveals. This ensures that the store staff are motivated to use the InStore app and see it as a tool to help them succeed.
