KIOSKS & DYNAMIC
WHERE IT ALL BEGAN
HUGO BOSS, one of the leading global fashion companies with over 1,000 stores worldwide is creating compelling brand experiences and customer journeys in its stores around the world, driven by state-of-the-art technology from One iota.
One iota invested time in supporting the HUGO BOSS team with an education and awareness piece for the entire business, to understand the true benefits of in-store technology, and the impact it could have across channels - ensuring buy in for the implementation across all teams.
THE CHALLENGES FACING HUGO BOSS
In 2018 HUGO BOSS introduced two new store concepts,
each dedicated to fit the respective DNA of its two brands – BOSS and HUGO…
Integration of digital technology
and “community spaces”
Increasing dwell times in store
Adding relaxing, experiential,
multi-channel elements to
To improve and expand the services on offer to customers in-store - driving growth and increasing on the spot sales conversions
To give customers the ability to browse HUGO BOSS' extended range of products via in-store kiosks
THE TECHNOLOGY BEHIND THE SMART MIRROR KIOSK
Provide a quick, easy and assisted-service point
Store assistants can help customers browse the entire product range
Allows the customer total choice over how they shop the full range
Offer extended ranges and out-of-stock items, whilst in a HUGO or BOSS store
The kiosk utilises HUGO BOSS’ product catalogue that feeds the current in-store iPad solution. At the point the customer wishes to purchase a product, the store assistant can transfer the cart to the store till, and complete the transaction.
BUILDING THE APP INTERFACE
The kiosk app was designed with HUGO BOSS’ branding in mind and built on the One iota in-store kiosk application framework.
ENSURING A FRICTIONLESS CUSTOMER JOURNEY
Customers can browse selected products and listings from curated banners and landing pages (available in local language, or in countries with more than one official language, the customer can choose from the available local languages)
Customers can browse the full product catalogue using hierarchical navigation, and faceted search
The kiosk displays up-to-date product listings and detailed information, with accurate stock levels
At any point, a customer can choose to transfer their cart to another channel;
When transferring to the customer’s own device, the customer can scan a QR code, which contains a single-use URL and opens HUGO BOSS’ mobile website
Customers can add products to a shopping cart and manage the cart on the kiosk
The kiosk can switch between kiosk mode and mirror mode with just a touch of the screen, so customers can try items on there and then
LOCALISED, DYNAMIC DIGITAL SIGNAGE
Digital signage is displayed on the kiosk when it is in standby mode and has been idle for a short period of time. Campaigns are made up of a playlist of images and videos and can be scheduled and targeted towards single devices or groups of devices. These groups can be made up of store locations and/or specifically selected devices.
CREATING 'COMMUNITY WALLS' IN-STORE
The social wall app aggregates user-generated content from the HUGO social media platforms, helping to bring the brand to life via "Community Walls" installed in stores globally.
Using a rapid application development methodology, One iota was able to prioritise a rapid release of the kiosk prototype,
along with a number of iterations in a short space of time.
Following a successful Proof-of-Concept (PoC) kiosk installation at HUGO BOSS’ Metzingen Lab Store, the solution was integrated into the retailer’s internal systems, and the kiosk app rolled out to a number of pilot flagship and city centre stores, as part of a new shopfitting scheme by the retailer.
The kiosk app is now live on over 50 devices in 8 countries, with a mix of touchscreen mirrors, integrated kiosks and “community walls” installed in HUGO and BOSS stores globally.
HUGO BOSS are seeing improved engagement with their customers who are now using the smart mirror kiosks to find products previously unavailable to them in-store.
Customers are being served inspirational content on the new community walls, improving dwell time in stores, and building brand engagement with relevant content specific to countries and stores.
THE STORE TEAMS
A pivotal factor in the success of any technology project is ensuring store teams are fully engaged with the new technology, and this project was no different. In order to do this, HUGO BOSS and One iota produced a video to share across the store teams globally, showcasing; the new technology in situ, the features and functionalities for the customer, the benefits to the store teams in helping drive sales conversions, and the additional benefits of the kiosk for staff training.
FEEDBACK FROM HUGO BOSS
As a fashion brand, we are always looking at innovative approaches to enhancing our customer experience in-store. When we first encountered One iota, we immediately saw that their extensive experience could help us expand our digital reach.
Director Global Retail Operations
FUTURE IN-STORE INNOVATIONS
The ongoing digital revolution involves transforming HUGO BOSS from a vertically integrated retailer to a data and experience-driven fashion brand, reflecting the multiple paths to purchase of today’s customer.
Together, both partners will continue to work on future in-store innovations to further improve the multi-channel experience for customers, and redefine how content and commerce can be merged across channels.