Indochino dresses for success with smarter marketing and sharper customer services
“Our business model breaks the mould, and it’s enabling us to thrive while the traditional retail industry is struggling,” said Peter Housley, Chief Revenue Officer at Indochino. “We combine digital and physical channels so our customers can get measured, personalize their garments and place their orders online or in a showroom for delivery to their homes within three weeks. Our model doesn’t carry inventory, which makes the business efficient to run and means we are laser focused on creating an exceptional customer experience across our retail channels.”
Salesforce has been a key ingredient in Indochino’s success story since 2016, helping it maximize revenues from email marketing and deliver a seamless experience to customers around the globe.
Indochino perfects an omni-channel, high-touch experience.
“Combining Service Cloud with a best practice approach to skills development has enriched the customer experience and boosted productivity by up to 300%,”
Centralized customer data fuels growth.
Attracted by its reputation, Indochino turned to Salesforce. “We rolled out Service Cloud and Marketing Cloud in parallel in November 2016, in partnership with a third party specialist,” explained Aly Habib, Director of Corporate Sales and Partnerships. “We loved the fact that we could connect marketing activities to the customer experience.”
Instant chat improves sales and the customer experience.
The team uses live chat to talk in real-time with customers. “Live chat hasn’t necessarily reduced the number of emails or calls, but it has proved a valuable conversion tool,” said Habib. “If the customer can get an immediate response to a query while still on the product page, they’re more likely to make a purchase then and there.”
Smarter performance management increases productivity up to 300%.
With Service Cloud, the team has opened up an entirely new world in performance management. By tracking key metrics, such as outbound interactions per hour, managers can identify if agents need more support and provide relevant coaching.
“Combining Service Cloud with a best practice approach to skills development has enriched the customer experience and boosted productivity by up to 300%,” confirmed Housley.
A joined-up approach to email communications improves conversion rates by 30%.
Marketing Cloud is behind every one of these automatically triggered emails, which include loyalty programme updates, promotions, and style advice. “Marketing Cloud’s Journey Builder is amazing!” said Housley. “We’ve segmented customer groups and created a number of different personas and journeys, so we’re always sending the right content at the right time.” And the results are amazing too – from January 2017 to July 2018, Indochino has seen a 100% improvement in site traffic driven by email, a 30% improvement in email conversion rates and a 23% increase in revenue driven by the channel. Its referral program, which is also heavily influenced by email, has seen a 400% increase in revenue growth.
With customers increasingly using mobile devices as part of their retail experience, Indochino plans to exploit Marketing Cloud MobileConnect for SMS messaging. “MobileConnect will be huge for us,” said Housley. “We want to be able to send retail appointment booking confirmations, reminders, and delivery status updates via SMS to enrich our omni-channel customer experience.”
Indochino gears up for future growth with smarter predictions.
Greater visibility and smarter forecasting will be vital as Indochino presses ahead with its growth plans, which include expanding globally and launching a new Corporate Partnership Program. Headed up by Habib, the trailblazing program enables companies to partner with Indochino to provide their employees with made to measure suits.
“With Salesforce, we can move into new markets and launch new services without a significant increase in our headcount. Despite phenomenal growth, we’ve only expanded our team by 10% as we remain efficient,” said Housley. “And by creating a single view of the customer, we’ve boosted sales and satisfaction rates.”