French Connection:
‘Digital Connect’ Case Study

Premium Customer Service & Sales Uplift

The speed and ease at which we have been able to implement Mercaux has been remarkable. We brought the best of digital into our stores, delivering the highest standrads of service to our custmers - increasing both store and online sales.
Simon Donoghue
MD of Retail and Ecommerce

Project Goals & Objectives

French Connect launched Digital Connect across stores in the UK, including their Oxford Street flagship and the newly opened 2,885 sq ft concept store in Manchester.
Digital Connect was launched with the following objectives:

  • Sales
    Empower sales people with product knowledge & styling tools to provide premium customer service
  • Sales
    Increase store sales via uplift in basket size and conversion
  • Sales
    Bring omnichannel capabilites in-store, placing online orders directly from shop floor
  • Sales
    Streamline & simplify communications between HQ and stores

Modules & Functionalities

Sales Assist Digital Styling Omnichannel Communications & VM Analytics
  • Sales Assist
  • Digital Styling
  • Omnichannel
  • Communications & VM
  • In-Store Analytics
Sales Assist
Provides sales people with full product knowledge, inventory overview, endless aisle, alternatives, and styling suggestions. Enables sales people to be more effective and become trusted advisors
Sales Assist
Digital Styling
Leverages marketing and social media content in-store, providing inspiration and showcasing the latest trends. Sales people and customers are able to browse looks and build styling combinations with relevant products
Digital Styling
Omnichannel
Creates ability to place online orders from stores, as well as capture in-store interests by sending looks and baskets directly to customers’ emails. Allows customers to re-engage and complete the journey online
Omnichannel
Communications & VM
Enables HQ and stores to exchange trainings materials, store reports and directives. Also allows them to request feedback and add comments in real time
Communications & VM
In-Store Analytics
Gives oversight of store usage, and product and content engagement, including product and size popularity, favorite styles and lost sales information
Analytics

Rollout Phases & Steps

French Connection experienced an exemplary project progression which started with a fast system integration, smooth kick-off and seamless rollout across stores

  • PHASE 1
    4 weeks
    Phase 1
    INTEGRATION: 2 weeks
    Sales Assist & Self-Service
  • PHASE 2
    8 weeks
    Phase 2
    INTEGRATION: 2 weeks
    Omnichannel
  • PHASE 3
    12 weeks
    Phase 3
    INTEGRATION: 0 weeks
    Store Operations

French Connection Results

  • Uplift
    5-7%
    Uplift in Sales
  • Integration
    2
    Week System Integration
  • Interactions
    100+
    Interactions a Day

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