Digitized omni-channel customer experiences are now the name of the marketing game. And brands that still don’t know what that means, should prepare to start playing a pretty difficult bout of catch-up. While some fall behind and neglect these modernized customer engagement strategies, others are running ahead of the competition by forming lucrative partnerships with innovative technology companies. This is helping forward-looking brands, such as Clarks, deliver the customer experiences that today’s digitally connected and mobile savvy consumers are demanding.
Clarks, a top British shoe manufacturer and retailer, has just announced a partnership with Moki, a software developer that specializes in a host of customer engagement services designed to optimize security and analytics. Moki will help Clarks, which manages 566 stores across Brittan and Ireland, integrate LG tablets to provide relevant digital customer experiences to its customer base.
"In an increasingly omni-channel retail world, there can be disconnects between the online and offline experiences," said Stephen Foulser, the Managing Director UK & ROI at Clarks. "Digital automation from Moki enables us to deliver product information to store staff's fingertips so they can keep customers engaged throughout their visit. This ensures our physical and online experiences mirror each other, while also increasing sales by reducing abandonment and maximizing up-selling and cross-selling opportunities."
Without needing to acquire a high level of technological proficiency, employees will be able to conduct a host of administrative, analytical, and security based actions. Beyond that, this new platform also promises to deliver many of the online shopping customer experiences that modern consumers demand.
Through Moki’s Total Control software, which includes a mobile app, customers will be able to customize individual inventory sections for online shopping and conduct rapid and stress free checkouts while in stores. It also works in conjunction with several leading global brands such as Adidas, Estēe Lauder, and Columbia Sportswear.
"We are delighted to work with a quintessential British brand like Clarks as it continues on a next generation customer engagement journey," said Tom Karren, CEO of Moki. "In an increasingly digital world, the physical store is enjoying a renaissance with store staff at the heart of this transformation. Thanks to Customer Facing Devices, retailers can bridge digital and physical experiences delivered through contextual and relevant interactions in-store, which is where long-term brand loyalty is created and nurtured."