Moss Bros, the under pressure suits and formalwear retailer, is attempting to regain ground lost to online retailers by running trials of a new location-based marketing platform to get potential customers back instore.
The retailer has brought in technology company Jisp, which already works with Hotel Chocolat and JD Sports, to improve local marketing and to try to bridge the gap between online and in-store experiences.
In a January Brand Challenge article on Decision Marketing by KHWS, the agency recommended a twin approach to bring Moss Bros’ swagger back, combining price and innovation with improved customer experience.
It is not known whether the retailer read the article but store managers are now being encouraged to rethink their marketing.
The Jisp trial is being run at Moss Bros Staines store. Manager Muddy Javed said: “We’ve been using Jist for proximity marketing, promoting offers based on the consumer’s interests. It helps localise offers for us – if you were to walk past my store, you’d get a notification on [your] phone showing current promotions. It helps me target customers at specific time periods of the year.”
Customers will receive the messages if they download and sign up to the Jisp app and ‘like’ Moss Bros. Store staff encourage customers to follow that process, with the promise it will result in relevant app alerts. Jisp is also tapping into marketing information from Moss Bros head office to feed into the app.
The trial will lead to the implementation of Jisp’s Tap & Go app next month, which tags suits and other bestselling items, so that in-store customers can use their phones to pull up more information about the product range on display.
Javed added: “We have a lot of customers who shop online but we’re a gentleman’s suit outfitter and buying a suit is hard to buy online because you can be guessing the size – we had people coming into store and returning online orders before shopping online again.”
Describing the app, he says it gives customers all the information they would receive online, “but with the advantage of a member of staff being there to answer questions and help with fitting. You have a similar experience as online, but you have the benefit of an informed experience in the shop”.
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