All forward-looking brands are seeking the tools to integrate a seamless and digital customer experience. This is simply where the world is headed. Digital connectivity, social sharing, and near infinite amounts of choice, has imbued consumers with an unprecedented level of purchasing power. Simply put, the consumer is now in control. Successful customer engagement, therefore, requires a customer experience that lets consumers shop how and when they want.
The attempt to offer this level of customer experience is currently called “omni-channel” engagement. It is a strategy that provides a high degree of relevance to modern consumers, and its one that Sherri Hill embraces.
Sherri Hill, a leading American fashion designer specializing in formal evening wear, will now leverage the power or Ixonos, an award-winning creative technology company, and Gigya, a customer identity and relationship management platform, to design and deliver a next generational omni-channel customer experience.
“Digital customer engagement is undoubtedly one of the highest priorities for brands across a growing variety of business verticals,” Reeyaz Hamirani, Gigya Corporate Communications Manager, told Loyalty360. “The most innovative organizations are prioritizing the optimization of their omni-channel customer experiences. Consumer expectations have changed drastically in the past five years. Users now engage with brands across channels and devices, and they expect a unified, personalized, and seamless experience.”
Beginning in late 2015, this is what Sherri Hill will bring to customers. Through a new consumer-centric mobile app, Sherri Hill will digitally integrate an array of engagement features, including its loyalty program and brand-related social networking functions.
“Today’s contemporary women want to explore the latest fashions, wherever they are,” said Dusty Hill, President at Sherri Hill. “They’re looking for a stylish and personalized brand experience where they can find inspiration, discover trends and share fashion with their friends. Ixonos and Gigya have shown us how we can embrace mobility to drive our business in the digital era. We’re confident they can deliver an omni-channel customer experience reflective of our brand-one that will build customer loyalty and support our retailers.”
Customers have very high expectations now, and this is especially true among the heavy digitized and mobile-first millennials. Therefore, the new solutions provided through Gigya and Ixonos will help Sherri Hill acquire deeper understandings by facilitating, as Hamirani puts it, the “digital handshake” between the brand and its customers.
When customers log into Sherri Hill’s online portal and self-identify, the brand will gain valuable insights into customer profiles, which will drastically increase its ability to personalize digital marketing efforts including in-store promotions, various in-app experiences, product recommendations and more.
“The more a brand knows about its customers, the more it is able to personalize the customer experience,” said Patrick McCue, Gigya’s SVP of Global Channels & Alliances. “Gigya’s customer identity management platform will help Sherri Hill develop an outstanding relationship with its customers by getting to the heart of what they truly care about with first-party, permission-based identity data. Our collaboration with Ixonos will integrate data with design to drive real business value for Sherri Hill.”