Without question “customer experience” is the new buzzword in public relations branding for enhancing a luxury shopping experience. As the need for customer engagement is necessary to target and attract ultra wealthy consumer to buy luxury goods. RichRelevance considered to be the global leader in omnichannel personalization and Barneys New York are teaming up to bring Relevance Cloud™ a personalization platform to power a first-in-kind digital customer experience for Barneys new flagship store in downtown Manhattan.
Barneys New York is the first luxury retailer to integrate iBeacon technology with the Relevance Cloud personalization platform to deliver personalized editorial content to store shoppers. Barneys New York is also using the Relevance Cloud to connect online and offline behaviors and preferences to help sales associates better serve their clients via a customer clienteling app. The new store offers a unique and timeless luxury shopping experience, with an emphasis on bringing digital aspects into the store with state-of-the-art technology.
The customer experience strategy innovations will include instant access to informative and entertaining content, while also ensuring that associates are highly informed and have better background information on brands and products of interest to each individual consumer.
Content Personalization: iBeacons & The Relevance Cloud
Barneys New York is using iBeacon technology to share informative and relevant content (videos, look books and designer interviews) from The Window, Barneys luxury editorial site, with shoppers as they move about the store. Beacons are integrated with the Relevance Cloud platform to deliver personalized recommendations of content to users who choose to opt-in for this experience via the award-winning Barneys New York app. The app also delivers personalized notifications when a shopper nears items in their mobile shopping bags or on wishlists, creating a seamless and efficient shopping experience for the knowledgeable Barneys customer.
Data-Driven Clienteling & The Endless Aisle
Barneys New York is also using RichRelevance to power a new clienteling system that uses customer-centric personalization to empower sales associates to better serve their clients. The clienteleing app is available on associates’ iPads, which are also used as mobile point-of-sale (mPOS) devices with Apple Pay.
Through the Relevance Cloud personalization platform, the new clienteling app connects consumer, product and inventory data to deliver personalized product and content recommendations based on each shopper’s unique history with Barneys New York. The app also provides ‘endless aisle’ capabilities: associates can access inventory across all Barneys New York stores and, from the store floor, key an order to be fulfilled immediately.
These new digital initiatives build on a long-term partnership between Barneys New York and RichRelevance to personalize the digital experience, including an increased focus on personalization in Barneys recent redesign of its digital platforms barneys.com and editorial site the window.barneys.com.