CASE STUDY
How Tulip increased sales through customer outreach at a luxury retailer
The impact of adopting digital clienteling with mobile POS
Brand background
The iconic luxury retailer, is renowned for its blend of traditional craftsmanship and modern innovation. Over the past 5 decades the brand has grown into a global presence, with over 100 stores across the UK, Europe, Asia, and the US.
The brand vision
Before Tulip
Prior to Tulip, the retailer's store environment was not equipped with the necessary technological infrastructure to provide the shopping experience they wanted for their customers. Fixed tills and traditional POS systems led to static customer interactions and longer lineups, hindering the potential for meaningful engagement.
The retailer aimed to transition to a fully mobile retail concept, enabling associates to assist customers across the store, providing personalized service and a lineup-free checkout process. Beyond mobility, the retailer's brand vision encompassed integrating omnichannel interactions within and beyond the store environment for a truly unified experience across all channels.
The solution
Why Tulip
To achieve their vision for a fully mobile, omnichannel, and personalized shopping experience, the retailer turned to Tulip.
Tulip's mobile-first, customer engagement platform aligned precisely with the retailer's desire for flexible technology enabling staff to engage with customers beyond the constraints of a traditional checkout area.
The toolkit
The retailer integrated Tulip's suite of cutting-edge retail applications, including:
Clienteling
Tulip's Clienteling provided store associates with integrated customer data and enabled trackable customer engagement across channels with precise sales attribution to associates.
Mobile POS
Tulip's mobile POS (mPOS) system enabled associates to process transactions anywhere in-store, eliminating long lines, and fostering a more personalized and consistent in-store customer journey.
Endless Aisle
Tulip's Endless Aisle unified the retailer's shopping experience by making their entire inventory available both online and in-store to get products into customers' hands regardless of location.
Pay by Link
Tulip's Pay by Link empowered staff to create personalized baskets, choose delivery options, and send them to customers for secure, PCI DSS-compliant mobile payments at the tap of a button.
The Tulip impact
Tulip's solutions were implemented across select stores in the UK and US, starting in April 2023, and have yielded exceptional results.
A fully mobile store experience
Through Tulip's innovative solutions, the retailer underwent a complete transformation of its store experience. By implementing Tulip's mPOS that enabled associates to process transactions anywhere in-store, the retailer successfully eradicated the issue of long checkout lines.
In addition to expanding the range of associates in-store, Tulip also equipped the retailer with omnichannel functionalities to transcend the store's walls. Through Tulip's Endless Aisle feature, associates gained the ability to showcase and sell products that aren't available in the store to customers. They could also sell to customers who aren't physically in-store through Tulip's Pay by Link.
88% increase in customer outreach
Tulip Clienteling transformed how associates engage with customers, streamlining the process for increased efficiency. By centralizing communication channels, Tulip ensured consistent outreach and timely reminders, preventing missed opportunities. Additionally, Tulip Clienteling empowered associates to tailor their interactions to each customer. They could now efficiently personalize outreach by pulling details straight from the customer's profiles that capture preferences (like colors or materials), past purchases, and online wish lists, while also implementing preferred communication channels like SMS, email, or social platforms such as WhatsApp. Customer outreach increased by 88% as a result.
11.3% conversion through WhatsApp and 6.6% through SMS
The increase in customer outreach coupled with the more personalized interactions using Tulip Clienteling resulted in the retailer's impressive conversion rates through WhatsApp and SMS. Through Clienteling, associates were able to identify the preferred channels of communication for each customer for more strategic sends. Additionally, the detailed customer data in the Clienteling solution allows associates to initiate more meaningful and personalized conversations with customers via these platforms.
This personalized approach significantly enhances the likelihood of converting interactions into sales. On WhatsApp, where conversational commerce is increasingly prevalent, the ability to engage customers in a platform they frequently use for personal communication led to a remarkable 11.3% conversion rate. Similarly, SMS, with its high open rates and direct reach, saw a robust 6.6% conversion rate.
30% increase in Average Order Value
The retailer increased their Average Order Value (AOV) by 30% with Tulip. This significant increase is largely due to the blending of the personalized, data-driven shopping recommendations from Tulip Clienteling and the adoption of digital tools that make remote purchasing easier like Tulip’s Pay by Link.
By understanding each customer's unique preferences for color, material, and for, and their cross-channel purchase history through the Clienteling solution, sales associates could curate lookbooks that took into account pieces they already owned and paired them with others that would complete their wardrobe. This highly personal approach enhanced customer satisfaction and led to the purchase of higher-value items and larger basket sizes resulting in a 30% higher AOV.
82% increase in Tulip Influenced Sales
Tulip Influenced Sales (TIS), which measures the value of all sales influenced by customer outreach, saw an impressive 82% increase from Q1 to Q2 of 2023. This increase was a direct result of more impactful outreach, increased conversion rates, and a higher AOV.
Leveraging Tulip's valuable insights, the retailer was able to distinguish between effective and ineffective selling strategies. This enabled them to restructure their efforts, and scale the 1:1 customer outreaches that work, across the business. The sales team achieved a higher level of precision in targeting potential customers and customized their approach to fulfill individual needs.
About
Tulip is the world’s largest cloud-based retail customer engagement platform provider, with best-in-class Clienteling and POS capabilities that let retailers realize the full potential of omnichannel commerce. The world’s most iconic retailers like David Yurman, Versace, Jimmy Choo, Mulberry, Saks Fifth Avenue, Ferragamo, COACH, and Michael Kors use Tulip to modernize the shopping experience, creating personalized shopping journeys that increase sales and improve customer loyalty across channels. Partnered with Apple and Salesforce, Tulip enables retailers to build deeply personal connections with customers, fulfill orders, close out purchases, and maximize store associate productivity and performance.
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