Case Study: Fashion & Lifestyle: Brand & Customer Experience

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Improving the customer experience in high-end fashion
One of the world’s
leading fashion
retailers.
Situation
Our client had just introduced a new, technology-based service model and needed to
understand customers’ utilization of the platform and its impact. Senior leaders at the
company believed that stores were underusing the new option, which was rolled out brand-
wide. Our client also wanted to find out more about how stores were implementing the new
approach as well as how it was affecting the shopper experience.
Approach
We conducted around 200 mystery shopping exercises in the retailer's top 100 stores. This
helped us understand how stores applied the model and utilized the methodology.
Concurrently, we used the company’s existing customer experience tracking program to
quantify the new model’s impact on customer experience as well as application across the
brand. We collected data from 12,000 consumer surveys.
Outcome
We found that utilization of the model was just below 50%, which is higher than the client
expected. Our research revealed it was highly successful where it was implemented and
that it had a positive effect on the customer experience. The use of the new model
increased performance by up to 18 points across key metrics such as overall satisfaction
and likelihood to recommend.
Our client communicated the findings to its stores, emphasizing the model’s value and
reminding them to use it from the beginning of the selection process through to pricing
discussions.
Fashion & Lifestyle | Brand and Customer Experience
We helped a retailer assess adoption of a
new service model in the luxury clothing
market.