Reference s.Oliver

Successful customer loyalty thanks to native app

Native app for covering the entire customer journey

The fashion industry is increasingly confronted with globalization in competition and the shift of business to online channels. In addition to the attractive product, the consumer also expects an attractive online presence with intuitive menu navigation and an uncomplicated purchasing process. s.Oliver also had to face the new market requirements.

Reference at a glance

Purpose

The growing target group of mobile users should be adressed even better and the mobile offering should be expanded.

Solution

Development of a native fashion app as a central omnichannel touchpoint.

Result

The app is used as a pre-purchase channel and is also a direct sales channel thanks to the mobile shopping functions. Within a very short time, the app has already proven very positive download and sales figures.

Benefits to our customer

Targeted and individual approach for a growing number of mobile customers
Central omnichannel touchpoint that can be used throughout the entire customer journey
App ensures high customer loyalty and company visibility

At a glance

The fashion industry is characterised by informed customers who know which colours are currently trendy and which fabrics and cuts are in style. At the same time, the fashion industry is increasingly confronted with the globalisation of competitors and the increasing shift of retail into online channels. In addition to an attractive product, consumers also expect an appealing online presence with intuitive menu navigation and a convenient buying process. s.Oliver also had to face these new market requirements.

Fashion and lifestyle company
operating in around 20 countries
operating over 350 of its own stores and 404 stores with partners
there are also 5,383 shops with dedicated spaces in other retail outlets, such as department stores
the products are also sold online

Requirements

Solution

Benefits

Requirements

Continuing the online shop in mobile format as well

The corporate group has already relied on the digital competence of Telekom MMS for its brands s.Oliver, LIEBESKIND Berlin, TRIANGLE, Q/S designed by and comma since 2008. It started with the migration of the existing IBM WebSphere Commerce shops to the Salesforce Commerce Cloud – which was still a demand-ware platform at the time. Although the individual brands run under their own domains, the shops are all based on the same software-as-a-service platform and therefore share many shop functions. The customer can also use the same customer account and shopping basket even while shopping for different brands. Several million registered users already use s.Oliver’s offers through their own account.

With the success of the webshop, the next important step was to cover the entire customer journey. s.Oliver has already registered an increasing share of mobile visitors and gets correspondingly high sales. The goal was to reach this growing target group even more expediently and enhance the mobile offer. s.Oliver again found a suitable partner for this task in Telekom MMS.

Solution

More than just another channel

Mobile users are generally very demanding, impatient and intolerant to errors. They only use a few apps on a regular basis – so these have to be convincing. The recommendation by experts at Telekom MMS was therefore clear: it called for a native app, since it was the only way to meet all requirements.

Fashion app as central omnichannel touchpoint

Telekom MMS developed an app concept that defined s.Oliver’s fashion app as a central omnichannel touchpoint. The app is used along the entire customer journey. This means customers can use the app for example to collect and redeem loyalty points – the s.Oliver Fashion Points – at any time during their purchase, even if they don’t happen to have their customer card available. The customer can also conveniently manage the order placement and pick-up with the app via “Click & Collect”. The “Scan & Shop” feature lets customers scan items that are no longer available in the desired colour or size in the store and order them directly online.

Benefits

Sales channel, pre-sales and customer insights – everything from one source

On the technical side, the optimised, intuitive user guide and improved performance contribute to a positive user experience and high acceptance of the app. s.Oliver uses the app as a pre-sales channel, for example to give the customer the opportunity to check item stock levels in the stores and store them in a wishlist. But with its mobile optimised shopping functions, the app is also a direct sales channel, of course.

The s.Oliver fashion app went live in August 2017 and showed very positive download and sales figures in a very short time. In the Google Play Store alone, the app was downloaded around 100,000 times in the first three months. The app is also improved continuously based on the user feedback, which s.Oliver collects and evaluates on a regular basis.

About s.Oliver

The s.Oliver Group, founded by Bernd Freier in 1969, has grown into one of the leading European fashion companies in just a few decades. The corporation generated brand sales of over 1.67 billion euros in 2016 and has around 7,000 employees worldwide. In addition to the brands s.Oliver, s.Oliver BLACK LABEL, Q/S designed by and TRIANGLE, the company’s portfolio also includes comma and LIEBESKIND Berlin.

Do you have any questions?

Dr. Cornelia Mossal

Corporate Communication

+49 351-28 20-0
Send e-mail

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