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Fred Perry Case study
WHAT
Fred Perry engaged Yocuda to implement its eReceipts solution across the globe in order to gain visibility of their in-store customers. The aim was to achieve near the same level of customer visibility in-store as online – a challenging goal.
The ambition was to use the eReceipts solution to deliver a single transactional customer view for Fred Perry by providing identified store transactions to augment their e-commerce transactions. This allowed them to put customer data at the heart of their strategy to become a truly customer centric retailer.
SUMMARY
- 72% of transactions & 74% of sales identified every day
- Yocuda API integration with Dynamics NAV POS enables Fred Perry to use their existing POS workflow to capture customer data
- Training delivered by Yocuda team helped some stores to identify 100% of transactions almost every day
- Customer and transaction data pushed to Fred Perry’s ESP for targeted marketing communications.
- Solution rolled out to Fred Perry stores in UK, Europe & USA
72% OF TRANSACTIONS IDENTIFIED EACH DAY
74% OF SALES IDENTIFIED EACH DAY
73% E-RECEIPT OPEN RATE
ROLLED OUT ACROSS UK, EUROPE & USA
HOW
Yocuda worked with K3 Retail and Fred Perry to implement an API integration that allowed customer data to be captured in the POS workflow. Then, it passed the customer and transaction data from the Fred Perry Dynamics NAV POS to the Yocuda API in real time. This fully integrated solution ensures that the customer receives their digital receipt within seconds.
Fred Perry also invited the Yocuda training team to attend a managers’ conference for half a day to engage with and train their store managers. The objective and result was for store managers to understand the customer data strategy and to be trained in best practice for the transaction process.
This training formed a key part in ensuring that the high digital receipt adoption rates seen during the pilot continued through to the full roll out. During the training session Yocuda explained to staff the business objectives for capturing email addresses and the benefits for both stores and customers in order to achieve staff buy in. There was also a demonstration of the digital receipt functionality and an explanation of the correct terminology to capture an email so that the staff would be able to achieve the highest capture rates possible.
RESULTS
The Yocuda solution has seen Fred Perry achieve near online levels of customer visibility in their stores, with some stores achieving 100% customer identification in a day, while across the entire store estate this figure sits at roughly 75% per day.
Even the UK’s leading loyalty schemes such as Clubcard, Nectar and Advantage Card do not manage to achieve such a high rate of in-store customer identification.
Fred Perry has achieved these high rates very rapidly and without the huge cost of a loyalty scheme. This is a great example of how the convenience of digital receipts are revolutionising the shopping experience for retailers and customers alike.
In addition the Yocuda solution gives Fred Perry the ability to look up customers’ transactions across their store estate and to improve the customer experience with returns, speeding up the process and reducing fraud.
Fred Perry stores are starting to operate like an online store in terms of data capture. Capturing and using this data will enable Fred Perry to become a data-savvy retailer, putting the customer at the heart of their marketing and merchandising decisions to drive growth for the brand internationally.