Poster Research - Technology
>Reinvention:
- To reinvent the store experience in 2017 Abercrombie and Fitch introduced its first new store prototype in 15 years with a new style of fitting rooms and the retraining of staff.
- "Abercrombie's "Fitting room suite" aims to bring back some of the fun to shopping at a time stores need to be far more compelling to get shoppers to come in. The so called suite is set up as to allow people to go in and try clothes on at the same time, be walked of, take pictures and Snaps of each other. It's a move reminiscent of what some department stores offer their personal shopping customers. Inside the fitting rooms themselves, customers have the ability to change the lighting to fit what they're trying on, or adjust the sound or even to charge their smartphones."
- "Abercrombie's "Fitting room suite" aims to bring back some of the fun to shopping at a time stores need to be far more compelling to get shoppers to come in. The so called suite is set up as to allow people to go in and try clothes on at the same time, be walked of, take pictures and Snaps of each other. It's a move reminiscent of what some department stores offer their personal shopping customers. Inside the fitting rooms themselves, customers have the ability to change the lighting to fit what they're trying on, or adjust the sound or even to charge their smartphones."
- Tech advancements have been made such as the option to reserve online and buy in store.
- Training of employees included them having a better knowledge of product details. - movement away from the traditional view of Abercrombie and Fitch where they didn't seem to care how the shopper was treated.
- First new prototype store was opened in Ohio - by the end of 2017 there will be 7 in US aiming to be smaller, more open and showcase fewer separate items than the typical A&F store.
- Training of employees included them having a better knowledge of product details. - movement away from the traditional view of Abercrombie and Fitch where they didn't seem to care how the shopper was treated.
- First new prototype store was opened in Ohio - by the end of 2017 there will be 7 in US aiming to be smaller, more open and showcase fewer separate items than the typical A&F store.
http://fortune.com/2017/08/25/abercrombie-fitch-fitting-room/ - Fitting rooms
>Advancement:
- Mobile offerings: - The Abercrombie and Fitch app offers a store locator
- Can also view current Abercrombie and Fitch campaigns, news and updates.
- Offers a mobile-commerce enabled site that allows customers to browse and buy the brands apparel.
https://www.retaildive.com/ex/mobilecommercedaily/abercrombie-fitch-adds-additional-sales-channels-with-mobile-commerce-offerings - mobile offerings
>Relevance:
- In 2014 Abercrombie and Fitch hired tech firm First Insight Inc. to help solve some of the product and pricing problems that have caused them to lose touch with their customers and to lose their profits.
-Analyse online customer data to predict the best products for a retailer to introduce at the best time.
- With their help A&F says they will be able to test new products in every category each week, months before the products are launched.
- Gillian Galner GVP of A&F stated - "By using First Insight Inc. to identify more winning products and price them appropriately, we are increasing speed to market with the right styles which will yield increases in sales and margin. After evaluating the solution for an extended period, we have confirmed the solution will deliver a strong return on investment."
- Shows that A&F is willing to make pretty fundamental changes to its products and prices.
https://fashionista.com/2014/02/abercrombie-fitch-hires-tech-company-to-help-regain-relevance - First Insight Inc.
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