How Fossil scaled sales using Vizury Omnichannel Customer Journeys & WhatsApp
- Boost sales from brick & mortar stores
Fossil is a global fashion and lifestyle retailer, much loved for its creative rooting in authentic vintage and classic design. Founded in 1984, the brand designs and manufactures watches, handbags, clothing, jewelry, and more. It operates various brands like Fossil, Relic, Michele Watch, Skagen Denmark, etc.
Boosting sales and footfall at brick and mortar retail locations in India
Fossil noticed that while most of their shoppers discovered products online, a good majority of them went on to complete their purchases at physical retail stores. There were three primary reasons for this:
Shopper wanted to touch and try the products before buying
Buying from hyper-local stores allowed shoppers to get their favorite products faster.
Conversations with the store staff were very helpful in choosing products that suited their needs and budget.
Armed with these insights Fossil, wanted to streamline this experience and proactively give its online shoppers an option to discover at home but try-and-buy products at their hyperlocal Fossil stores.
Fossil and Vizury
Vizury helped Fossil design this journey using our Omnichannel Retail Journeys product which allows retailers to:
Surface their in-store inventory on digital channels dynamically based on location.
Connect store staff to digital shoppers to offer virtual clienteling facilities.
Drive and track footfall at brick and mortar stores from eCommerce websites and conversational commerce channels.
Using Vizury, Fossil enabled the following options for shoppers:
Reserve at store
BOPIS or Buy-online-pickup-at-store
Express Home delivery from local store
Five key components of Fossil’s Omnichannel Retail Journeys:
Vizury Distributed CMS
Vizury captures all in-store inventory data from Fossil’s internal system to surface it on any required commerce channel.
Connect-to-store website widgets
Vizury connect-to-store widgets were activated on all product display pages across Fossil’s eCommerce website.
Fossil activated Vizury’s conversational AI on their WhatsApp business number so shoppers can go from discovery to clienteling to purchase on the WhatsApp chat itself.
Fossil drove CRM and paid promotions that started a WhatsApp chat upon clicking. These included Facebook + Instagram ads, emails, and SMS.
Vizury Storeboard™ App
At the store’s end Vizury Storeboard™ App enables stores to receive orders, update inventory, chat with shoppers, track footfall and attribute sales to the accurate online channels.
Teams & Impact
The omnichannel retail journey proved to be valuable to three characters in the Fossil story :
Online shoppers now had more convenient, novel and experiential ways to shop with Fossil.
She was now able to attribute in-store footfall and sales to her brand and performance marketing campaigns.
He’s now able to grow store sales and achieve ROI in the huge investment into store real estate, inventory and staff.
Double-Digit Growth in in-store sales
Nearly 90% of online leads converted to offline sales
23X return-on-investment from the WhatsApp Commerce solutions
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