Implementing Omnichannel Strategies with The Closet Lover: From Transactions to Relations

Do you know that 73% of retail consumers in this customer-centric age are omnichannel shoppers? They now shop from multiple touchpoints – online using their phone or laptop or in physical brick-and-mortar stores. This means that there are opportunities for sales as brands can target them before they set foot in stores, engage them while they’re still contemplating, and grab the attention of scrollers through visually attractive ads. As more and more crave for a fuss-free shopping experience, retailers must be aware of their needs across platforms as they are underlying drivers to increasing conversions.

The Closet Lover is an authentic and genuine fashion brand in Singapore that started out as a hobby which then turned into a full-fledged business. Now, with two brick-and-mortar stores, the brand prides itself on human connection – armed with familiarity and comfort in the community they have created. As the Co-Founder, Bertilla believes in building relations and having open communication with their customers.

Navigating the rapidly digitalising retail landscape whilst delivering a personalised experience was not an easy feat, as this was a key step in expanding their retail presence. In this exclusive Q&A, she talks us through: 

• The brand-customer engagement live-selling strategies can bring to retailers – leveraging on new customer data to uncover insights to their target audience and make informed decisions about further incentives to gain more traction.
• Enhancing personalised interactions – understand customers’ fashion sense and share style recommendations for increased brand loyalty.
• Bridging the gap between online and offline shopping experience – boosts satisfaction rates as customers can track real-time in-store stock inventory before heading down.
• Enhancing inventory management – optimise efficiency and in-store space by monitoring sell-through rates.