In 1945 Van Uffelen started with the first women’s and men’s fashion store in the center of Delft. After 70 years this has been expanded to 46 stores throughout the country. Van Uffelen has an extensive women’s and men’s clothing range in all stores. In addition, six stores also have a broad range of children’s clothing. Due to the wide range of brands there is something for every customer. The main characteristics of Van Uffelen are the personal attention in the store and the expertise of the experienced staff. Since 2012, Van Uffelen’s service has been expanded with the opening of the web shop. The fast delivery times and excellent service on this web shop ensure that Van Uffelen is available to anyone who is orientating or shopping online.
Personal attention with customer data
Van Uffelen is mainly based in medium-sized cities or villages where personal contact is vital. “In our store in Sassenheim, 80% of purchases are made by regular customers. That is why we attach great importance to a customer base for our regular customers in order to be able to offer them a personal service.” This digital customer base is the Customer Data Platform (CDP) tritonX. By means of the customer data collected in tritonX, customer segments are made at Van Uffelen based on the purchasing behavior and preferences of customers. The segmentation through customer data helps Van Uffelen in sending targeted mailings to the customers. Various magazines are also sent to customers based on the segmentation made in tritonX, for example there are classic customers and more modern customers. “It is important to adapt our marketing strategy to the customer because the customer wants to identify himself with the inspiration photos in, for example, the brochures or the newsletter.” Through the use of tritonX, the effect of these magazines can be measured by looking at which customers actually display purchasing behavior after sending the magazines. The start of a new season begins with the new collection for which events are being organized in all the Van Uffelen stores. In addition, there is always a friends week at the end of the season where returning customers receive a discount in preparation for the sale.
The Digital Sales Assistant
For many customers the physical store is, thanks to the personal contact, the place where they are open to a new experience. In addition to the personalization of marketing communications, attention is therefore also paid to personalization on the shop floor through the Digital Sales Assistant (DSA) of Divide. At the moment, the DSA is mainly used at the cash register to prevent “no-sale” in the store. If an item is not in stock in the store, an employee can still order the item for the customer without re-entering customer details and it will be delivered at home. Customers often come to the store inspired by certain products from the brochure, but the entire collection almost never hangs from the brochure in the store. “Thanks to the Digital Sales Assistant, we can immediately find the product that the customer is looking for and send it to the customer from the store if it is not currently available at a specific location. This allows us to provide an even more personal and better service to the customer. ”Another advantage of this is that sales are registered in this way in the store instead of online. “We notice that employees are extra fanatic. We also see an increase in both sales and orders in these stores. ”
Preventing “no-sale” is, however, not the only advantage of the DSA. In combination with tritonX, the DSA can also be used to look up customer data such as historical purchase data to see the brands the customer has previously purchased or the correct size. The DSA is the “portal” on the shop floor to tritonX for customer data. This makes the customer data available in real time for the employees in the store. “The customer now no longer has to remember a password and use it to log in to the kiosk, because everything goes through the DSA in the stores.” implement directly through the DSA. This can be done anywhere in the store, because the DSA is portable on a smartphone or tablet and is connected to tritonX and the ERP environment.
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