Why Balancing Online and Offline Channels Creates Great Customer Experiences w/ Stephan Lukac, Marketing Director at Indochino

Beyond Conventional Marketing: A Marketing Leaders Guide to Digital Consumer Experiences

Online shopping has never been easier than it is today. You can order almost everything you could want online, and it will be delivered to you in a matter of days. However, in-person customer experience still plays a big role in the fashion industry. So we wanted to find out how some of the best fashion brands balance and leverage both in-person and digital experiences. To do that, we invited Stephan Lukac, Marketing Director at Indochino, on to the podcast.

In this episode, we discuss:

• Indochino's key differentiators
• In-person versus digital customer experience
• Retail consumer behavior changes
• Building a seamless customer experience

Keywords

• fashion customer experience
  

URL

fashion-customer-experience-stephan-lukac

The Next Level of Personalization in Retail

One of the main differentiators that make Indochino stand out in the retail and fashion markets is product personalization and premium in-person customer experience. This approach has enabled Indochino to become one of the largest custom apparel companies in the world.

“In our world of "Amazonification" and commoditization of our products, where you don't get to have that experiential or talk to a person as much, that is a differentiator”

In-Person Versus Digital Customer Experience

Online tools simplify daily tasks a lot. However, in retail, in-person is still the dominant approach when it comes to servicing new customers because it delivers an enjoyable customer experience. Also, many need guidance in choosing fabrics and styles or getting measurements. Generally, repeat customers will then switch to online.

“The offline, or what we call retail channel, service new customers better”

Building a Seamless Customer Experience

Younger generations strive to take the best out of online and offline experiences and benefit from both. So fashion brands should focus on providing a customer experience as seamless as possible, ensuring that it's smooth, efficient, and enjoyable.

“This is the new type of Gen Z approach. There is no online or offline. There's omnichannel, and that's it”

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