Innovative Retail Technologies

MAR-APR 2017

Innovative Retail Technologies (formerly Integrated Solutions For Retailers) is the premier source for innovative yet pragmatic technology solutions in the retail industry.

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Evereve brings its high-touch, highly personal in-store experience to online retail. A ccording to Anthony Hoang, CIO of Evereve, the casual contempo- rary women's clothing boutique, deeply values its highly personal- ized customer experience. Evereve oper- ates 67 U.S. stores, Evereve.com, as well as another digital channel, Trendsend, which is a personal styling and subscrip- tion box service. While brick-and-mortar stores represent Evereve's largest chan- nel, Trendsend has expanded and further customized the way the retailer connects with its customers: Evereve moms. Personalization Moves Product "We've created a brand that's known for talented stylists who understand a mom's lifestyle," says Hoang. Indeed, every Ever- eve store has professional stylists on staff who learn their customer's preferences as part of the overall customer experi- ence. Trendsend extends the Evereve store experience online. A customer visits trendsend.com to create a style profile by answering a few style and lifestyle related questions. She may also upload a photo of herself to help the stylist make selections. An Evereve stylist then hand- picks personalized outfits, including accessories based on fashion preferences, lifestyle, and body type. Her Trendsend Inside Evereve's Omni-Channel Strategy order, complete with a personal letter from her Evereve stylist, is then shipped to her home. The customer has five days to choose what she wants to keep and return unwanted items with a free return shipping label. A customer may choose to receive her Trendsend at regular intervals, or she can order Trendsend "on demand." A Trendsend customer may also select a specific Evereve store to style her. The Tech Driving Personalization " Trendsend is set up as 'Store 100,' and it pulls inventory from brick-and-mortar stores and our warehouse," explains Ho- ang. "All stores serve as shipping centers. Trendsend stylists use intelligence from Celerant Command Retail, a customizable retail software platform that manages POS, inventory, and e-commerce through a single database. Via Command Retail, stylists are able to determine past pur- chases, sizes, and preferences to create customized boxes that are delivered to the customer. The system automatically flags any item a customer already has or has returned." When an order is delivered to a customer from Evereve.com or Trend- send.com, Command Retail enables BY ERIN HARRIS Mar-Apr 2017 20 Proven Innovations Evereve to fulfil the order from the best possible location. " The flexibility allows our team to deliver top-notch service levels by providing our store and digital teams access to customer records to process returns efficiently," he says. Trendsend integrates with Evereve's POS database, allowing Evereve to analyze a customer's preferences to create a more personal experience regardless of chan- nel. Indeed, Evereve ensures Trendsend customers receive the same level of customized service as its brick-and- mortar customers. "Some retailers rely on persona-based algorithms to style their customers," says Hoang. "Our stylists are real people who are passionate about helping her find the right product to meet her needs. We've created a brand that's known for its talent and for its un- derstanding of her lifestyle. We use tech- nology to amplify human connection." We use technology to amplify human connection. Anthony Hoang CIO, Evereve

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