Reinventing the Customer Experience
Touch and go: How sustainable fashion brand, Reformation, is reinventing the customer experience both in store and online.
Sustainability and speed are the core of everything for this LA-based clothing company. They are on a mission to inspire consumers to be more eco-conscious, while also being at the forefront of fashion.
Change happens fast for Reformation, where a sketch becomes a dress within 30 days, and iPads and the “magic” wardrobe allows for simple and seamless shopping in-store experience. They needed their ecommerce platform to adapt to their ever-changing world of fashion and sustainability. Reformation has made the in-store experience to feel like customers are shopping online. At the Reformation stores, there’s only one of every item on display. Shoppers use the touchscreen monitors to add items to their cart. From there, clothes await them in their fitting room, where there’s an iPad for them to add more items to their fitting room. Again, items just “magically” appear behind a set of doors.
The beauty in all of this is that Workarea’s platform is being used throughout the whole process on one unified system. From the monitor in the center of the store, to the fitting room, to the online store, and more.... everything is integrated in real-time using the Workarea API. This is exactly what they needed to give their customers an experience they can’t find in other stores or shopping online.
Change is Happening Now
As luck would have it, the Workarea platform is built for speed and innovation. The Reformation’s success is credited to the company’s ability to rapidly introduce new products to market. Their strategy met their match with the Workarea platform’s focus on catalog and content management system for efficiency and automation.
Director of Product Management, Jessica Chappell, said “the Workarea platform allows our engineering team to iterate and customize features easily. With systems we’ve worked with in the past, customizations weren’t always easy. It’s in line with the company’s principles of product first, build the future, and do it fast.”
Technology Drives the Customer Experience
Reformation’s retail stores feature touch screen monitors where customers can digitally add items to their “magic wardrobe”. Customers add their size, color, and style they want and within a few minutes their dressing room is stocked with their selection. With monitors in the dressing rooms, they can check out in the privacy of their room. Using the Workarea API, the brand is able to integrate in real-time, their 5 iOS application, in-store touch screens, event bus, PIM, WMS, and more. Any sales that happen at one of the in-store kiosks, directly affects the whole system in real-time, or if they are releasing a new product page, everything continues to stay updated. The brands internal tech team ramped up and is now building campaigns, implementing, extending, and integrating without reliance on developers with these niche skill sets. Their team has absolute freedom to innovate on the Workarea platform.
“We wanted a great ecommerce site but we needed a platform that could be that and much more, including being a key part of our tech-enabled retail stores where online and brick-and-mortar experiences blend in exciting ways.”
Vice President of Technology, Reformation