For Zumiez CEO Richard Miles Brooks, elevated customer engagement is the key to greater brand loyalty. And this theme becomes even more important for the brand after a disappointing fiscal first quarter, in which the company’s net sales fell 2.6%, to $173 million, compared to the same period a year ago.
“The rollout of our new customer engagement suite is underway in North America,” Brooks said during the company’s June 2 first-quarter earnings conference call, according to Seeking Alpha. “While the full implementation of this interface won’t be complete until 2017, we’re excited about how this investment will allow us to better serve our customers. This new leading-edge customer engagement suite will better integrate all of our sales channels which we can use to help elevate both internal visibility and most importantly the customer experience.”
Brooks said the investments being made in the company’s omnichannel infrastructure will allow it further power and flexibility to address localized trends in a unique and authentic manner through micro-level assortment planning, optimizing each touch point with the consumer through enhanced in-store telecommunications infrastructure, a faster and more stable web platform and robust omnichannel functionality, develop and enhance an enduring relationship with our customers through our stash loyalty program, and enable our best-in-class sales teams to serve their local customers with nearly 100% localized in-store fulfillment of online orders.”
Customer experience, through heightened customer engagement, is the key.
“During this challenging period, with lackluster mall traffic, absent a clear and compelling fashion driver or reason for a customer to come out and buy, we continue to reinforce our commitment to providing a highly differentiated experience through a seamless authentic perspective on serving our customers,” Brooks said.
Last month, Zumiez held its annual Store Managers Retreat.
“It’s a great event that always sends our retail managers back to their stores, providing their employees with renewed energy and enthusiasm for the Zumiez brand and cultural experience,” Brooks said. “Those intense few days are designed to help these individuals positively impact their teams and their locations on a daily basis. Our managers understand that they are stewards of our brand and culture. And this retreat helps feed the passion they have for Zumiez as well as the lifestyle we symbolize in a way that has long lasting and meaningful effects on our overall business. We left the event energized and convinced of the strength and commitment of our team. It is our team and the considerable progress we made on our omnichannel initiatives that will fortify our long-term success, enabling us to capitalize our renewed momentum once the upside of the cycle returns.”