Can good customer service make shopping fun again?
May 11, 2024
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CEO of Reformation, Hali Borenstein, discusses revolutionizing retail with technology and human touch, sustainability training for associates, optimizing store experiences based on customer preferences, using data for personalization, and advice for brand founders transitioning to physical stores.
Reformation blends technology and human touch to optimize in-store interactions.
Brand immersion and customer engagement drive Reformation’s retail strategy.
Data-driven strategies and customer feedback shape Reformation's evolving retail experience.
Deep dives
Revolutionizing In-Store Shopping with Retail X Concept
Reformation CEO Halle Bornstein discusses the innovative Retail X concept that reshapes in-person retail. By incorporating technology into the shopping experience, Reformation enhances customer interactions, personalizes fitting rooms, and streamlines the process. The concept allows customers to select items digitally, creating a unique dressing room experience where associates facilitate a seamless process. Through this approach, Reformation aims to provide a customized, engaging, and efficient shopping experience for modern consumers.
Balancing Technology and Human Interaction
Reformation emphasizes the fusion of technology and human touch in-store interactions. By integrating screens displaying the full product catalog alongside knowledgeable associates using handheld devices, Reformation optimizes the shopping journey. The brand acknowledges the diverse preferences of customers, offering a blend of digital convenience and tactile experience to cater to varying needs. This balanced approach ensures a harmonious and personalized shopping environment for all patrons.
Cultivating a Unique Brand Experience
Reformation prioritizes brand immersion and customer engagement in its retail strategy. The emphasis is placed on creating a memorable and interactive experience beyond mere transactions. By empowering store associates with brand knowledge, values, and product insights, Reformation cultivates a cohesive brand world for customers. The goal is to build meaningful connections, convey the brand's story, and enhance the overall shopping experience through personalized interactions.
Driving Store Growth with Strategic Expansion
Reformation adopts a cautious and intentional approach to expanding its store network. By focusing on maintaining personalized, high-quality experiences amidst growth, the brand ensures each new store embodies its core values. Key to this strategy is selecting dedicated store managers aligned with the brand's mission and values, fostering a sense of ownership and connection to the brand. Through strategic recruitment and comprehensive training, Reformation aims to sustain its unique and customer-centric retail identity.
Enhancing Customer Experience Through Data and Feedback
Reformation leverages technology to collect valuable data and customer feedback, driving continuous improvement in its retail operations. By analyzing customer behaviors, preferences, and interaction patterns, the brand tailors its offerings to meet evolving needs. The integration of customer insights and feedback channels, such as product councils and field leadership, ensures a customer-centric approach to decision-making and enhances the overall retail experience. Through data-driven strategies and a customer-focused mindset, Reformation aims to elevate its retail offerings and foster lasting customer relationships.
What makes a good in-store experience today? On Vogue Business’s Future of Shopping podcast, presented by Worldpay, executive Americas editor Hilary Milnes unpacks this question with Reformation CEO Hali Borenstein, who shares how the brand rethought the role of in-person retail.
Use the code PODCAST20 to save 20 per cent when you purchase a Vogue Business membership for full access to the Future of Shopping series, as well as exclusive industry insights that will give you the edge in this competitive dynamic landscape.
