Seamless Style: Crafting an Omnichannel Journey That Connects Fashion with Every Footstep
- yokkeat
- May 26
- 2 min read
An iconic Brazilian fashion brand known for its plastic shoes that blend high fashion, sustainability, and innovation. With retail outlets in key urban malls and an e-commerce presence, the brand aimed to bridge the gap between its physical and digital touchpoints to create a seamless omnichannel experience for its evolving customer base—particularly fashion-forward millennials and Gen Z shoppers.
Project Objective
To develop a cohesive omnichannel retail strategy that integrates the in-store and online customer experience, enhances customer engagement, and increases both footfall and conversion across all sales channels.
Consulting Scope
The project was structured into five key phases:
Customer Journey Mapping
Touchpoint Audit & Gap Analysis
Digital Integration Planning
Retail Staff Enablement
Launch & Performance Monitoring
Key Challenges Identified
Disjointed customer experience between online and offline channels
In-store staff lacked access to customer purchase history
Loyalty points were tracked differently online and in stores
Lack of real-time stock visibility across channels
Inconsistent promotional campaigns and branding messages
Solutions Implemented
1. Customer Journey Mapping & Persona Development
We conducted field surveys, in-store observations, and digital analytics reviews to map out key customer journeys. Two main personas were developed:
"Style Seeker": Visits stores for tactile experience, buys online later
"Quick Buyer": Seeks fast, convenient purchases via mobileThis helped identify pain points and opportunities for omnichannel features like click-and-collect and real-time inventory display.
2. Touchpoint Integration
Launched a unified mobile app that allowed browsing, loyalty tracking, virtual try-ons, and in-store pickup.
Introduced smart mirrors in-store that allowed customers to scan QR codes for sizes, colors, and styling tips.
Developed in-store kiosks connected to the online catalog, enabling customers to place orders for out-of-stock sizes.
3. Retail Staff Empowerment
Rolled out mobile POS systems and trained staff to access customer profiles, wishlists, and purchase history.
Created a “Clienteling” program, encouraging sales associates to build relationships and send personalized updates or styling suggestions to returning customers.
4. Unified Loyalty & Promotions
Integrated the online and offline loyalty program into a single platform.
Enabled omnichannel promo codes redeemable at any touchpoint.
Tracked all interactions (e.g., browsing online, trying in-store, purchasing via app) for better reward insights.
Conclusion
The consulting project empowered the brand to transform into a truly omnichannel retail brand, delivering consistency, convenience, and personalization at every touchpoint. The success of the initiative demonstrates how a well-executed omnichannel strategy can boost customer loyalty, operational efficiency, and brand equity.
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