Redefining the customer experience with technology
Accent Group started their digital transformation with Platypus, Australia’s number one sneaker retailer. In 2016 the business identified the need to re-platform to improve the consumer experience and boost their growth. The project was designed to upgrade Platypus from an old static platform to Magento Commerce. The main needs were speed, flexibility and a mobile-friendly customer experience — because a large proportion of their traffic was coming from mobile and tablet devices. To address the mobile requirements, eWave developed a powerful Instagram integration to bridge the boundaries between social and commerce, as well as a mobile app–like theme to drive engaging mobile experiences.
Building on their success, The Accent Group started to rethink the role of their retail shops. Instead of only seeing shops as individual plug sockets, they began to think of them as distribution centres too. This mind shift transformed how they deliver experiences to their customers: using Magento Commerce to implement Click & Collect, customers can now pick up their product from one of 70 shops across the country. Since its launch in April 2017, this feature has driven up to 20 per cent of total digital sales. This idea was expanded to include Click & Dispatch, which delivers online orders directly to customers, driving 30–50 per cent of digital sales since its launch. Finally, eWave developed several key integrations to power the brand’s omnichannel strategy, including Apparel 21 ERP and Temando Fulfilment.
The next step on The Accent Group’s digital transformation was The Athlete’s Foot, Australia’s largest retailer of athletic footwear. The brand operates over 130 shops across Australia, delivering a highly personalised in-store experience based on the key questions sales associates ask customers: How do they use their footwear? How frequently do they train? How far do they run? On what terrain do they run?
The challenge was how to take this physical, in-store customer experience of matching the right shoe to the right customer’s foot into an online environment. “We are not trying to replicate what we do in-store online — that would be a complete failure,” said Mark Tepersen, chief digital officer of The Accent Group. “But if you’re going to buy shoes online, we should be providing the best online fitting experience for that customer.” So they completely redefined the customer experience by combining the in-store MyFit system and its pressure mapping and motion analysis with the online MyFit app and pod clip-on device.