When Pierre needs a new shirt, he doesn't have to check his size, he doesn't have to remember his favourite brand, he doesn't even have to go to a shop. Thanks to The Chapar and its ground-breaking approach to clothes shopping for men, Pierre simply orders a new trunk, that’s filled with clothing specially selected by a personal stylist. And thanks to Salesforce, Pierre's personal stylist knows exactly what type and size of shirts to send.
The company’s team of stylists use Sales Cloud to capture a range of information about their customers – from their favoured style of jeans to their occupation. This insight enables stylists to develop a rapport with their customers and select clothes that match their personal tastes.
“Salesforce has enabled us to transform the shopping concept,” says Sam Middleton, Founder and Managing Director at The Chapar. “Using the solution enables us to provide customers with a unique service that many find preferable to online or high street shopping.”
The stylists’ creative flair is supplemented with demographic profiling. As Middleton explains: "Using Sales Cloud, the stylists can create reports to determine the most popular clothing items by age range, geography and profession, which helps them make more informed selections."
This insight enables The Chapar to increase not only customer satisfaction but also sales. Since the company was founded in 2012, the trunk retention rate has increased by 25 percent, and the customer base is doubling every three months. “Salesforce helps us ensure that every interaction with The Chapar is a personal and positive experience for our customers," comments Middleton.
Made to measure marketing
The company uses the Marketing Cloud to plan, implement, execute, monitor and analyse its campaigns across multiple channels. "With Marketing Cloud, we can accurately evaluate the effectiveness of different activities and channels, and prioritise those that offer a good return on investment, " adds Middleton.As well helping The Chapar to retain existing customers, Salesforce makes it easier for the company to introduce more people to The Chapar Man concept.
This insight is helping The Chapar reduce the cost of customer acquisition.
As well as helping to plan and evaluate marketing campaigns, the Salesforce solutions are also key to general business planning. For example, the management team uses Sales Cloud to identify the most popular products, which helps it order the right stock.
"The real-time data captured in Sales Cloud enables us to see if a particular range isn’t selling well or if a stylist is struggling to meet their sales targets, and take action,” explains Middleton.
Many of these metrics along with customer data can be accessed on mobile devices, which helps The Chapar deliver a seamless service to its thousands of customers across Europe.
Salesforce Chatter, an enterprise social networking tool, also helps The Chapar stylists to work as a team even when they are in different locations. As Middleton explains: "Chatter enables the stylists to discuss trends, best-sellers and new stock, and share their expertise for managing customer relationships."
As The Chapar continues to develop its business, Middleton expects its use of Salesforce will grow: “Using Salesforce we can keep our services personal and our business model scalable. Having experienced growth of 650 percent over the last 12 months, this is vital to the ongoing success of our business,” he concludes.