Customer success story

How Fossil scaled sales using Vizury Omnichannel Customer Journeys & WhatsApp

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Industry
Fashion
Location
India
Goals
Boost sales from brick & mortar stores
Type
B2C

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.

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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.

WhatsApp Commerce

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.

Click-to-WhatsApp Promotions

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 :

Shoppers

Online shoppers now had more convenient, novel and experiential ways to shop with Fossil.

Marketers

She was now able to attribute in-store footfall and sales to her brand and performance marketing campaigns.

Retailers

He’s now able to grow store sales and achieve ROI in the huge investment into store real estate, inventory and staff.

 

Results

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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