How the reform is creating a service-oriented experience for in-store customers


Reformation launched in 2009 with a more traditional brick-and-mortar boutique model. The brand’s enduring value-based mission and its modern and attractive women’s clothing and accessories made it an instant hit among the urban millennial crowd. Over time, the company couldn’t help but get caught up in the acceleration of e-commerce and online shopping, where the brand’s offerings, ambitiously safe and environmentally friendly, were even more successful.

However, as Reformation invested more in its digital presence and online storefront, the company began to notice a disconnect between the experience the brand’s customers enjoyed online and the experience they received in-store. . Namely, with digital, the brand had the ability to understand the immediate needs of its shoppers when in-store the retailer’s associates were otherwise busy and the level of service and satisfaction was declining.

Now more than ever, after the last few years of digital commerce, consumers appreciate brands that provide access to exclusive products and unique personalized experiences. Consumers are familiar with tools and platforms and expect to move seamlessly online, offline and back through the buying journey. This industry reality found at Reformation the need to bridge the gap between its personalized online customer service features and its offline customer service. Modern shoppers seek education, inspiration, and tiered access from multiple directions at once. In a brick-and-mortar store setting, they look to a brand’s retail associates to fulfill this role.

But the reform associates were generally more preoccupied with trying to find sizes for buyers or managing inventory rather than focusing on building a one-on-one relationship with customers. To solve this problem, Reformation turned to next-generation tools and solutions that would enable its staff to deliver more value.

The brand got rid of mannequins and rolled out a technology in all of its physical locations called Retail X. Retail X allows Reformation customers to use a touchscreen to view product inventory and create a personalized dressing room based on their personal preferences from what is currently available in store. Reformation stores have touch screens in the locker room to order more sizes or get help from staff, and each locker room has a “mini dispensing system” consisting of a two-way cupboard for staff to take out items and replace them with new ones. those in real time.

Other approaches the brand has taken include giving its customers access to Reference scale, a carbon footprint tracking tool that assesses the environmental impact of each product and shares that data with shoppers so they understand how their Reformation purchases are a sustainable choice. To help its customers continue to make green choices, Reformation has also introduced a resale businessand in partnership with ThredUp. Additionally, the brand launched Recycling which prompts buyers to return old products as part of The circular route of the Reformation.

The new approaches have done wonders to improve the customer experience. Reform makes customers happier by understanding, responding to, and acting on their immediate needs across physical and digital retail channels.


This article originally appeared in the PSFK iQ report, Intelligent Clienteling Strategies.


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