Superdry is a global retail brand which focuses on products that fuse vintage Americana and Japanese-inspired graphics with a British style. The brand has a significant and growing presence around the world, operating through 515 Superdry branded locations in 46 countries.
Superdry wanted to improve its customers' shopping journey by creating a connected online and in-store shopping experience. The key objective of the project was to ensure that staff members were empowered to help customers search and purchase items that may either not be ranged to the store or have experienced size fragmentation. With the mantra of "never lose a sale" in mind the store teams wanted to ensure they could always help customers find what they were looking for and optimise sales conversion. The ability for the store teams to be recognised for their role in an online sales was also an added benefit.
One iota were appointed by the retailer to implement endless aisle application as a cloud based managed service, this running on iPad Mini's. The iPad app enables Superdry’s store teams to search its entire online range in-store and increase conversions of out-of-stock items for products, helping to create baskets, place orders for home delivery and take payment. The iPads were connected with a range of payment hardware devices and services through global omnichannel payment solutions partner Adyen, allowing customers to have multiple ways to pay through the app. Sales assistants not only have access to more product information than ever before, they also have the ability to check stock availability, access the customers transaction history and transact anywhere in-store. One iota support over 500 devices across a global store estate, the multi-lingual and multi-currency app running in every store type from Flagship stores which may have multiple devices through to Airport Stores where additional functionality such as airport boarding pass scanning is available to take friction out of the shopping process. Where iPads or payment devices become faulty or are broken then stores return them for repair/replacement through One iota's fully managed service.
Over the years Superdry has been able to elevate the customer experience and when it comes to sales conversion have seen a 5-10% uplift in store sales. Although it can be argued that some of these customer could have gone online and ordered even at the lower end of this range, event taking into this account it is still making a considerable contribution as part of Superdry's annual turnover. This as well as creating a raft of satisfied and loyal customers with an increased life time value.