Multi-channel technology specialist One iota, part of the Sanderson Group plc, is delighted to announce its partnership with HUGO BOSS, one of the leading global fashion companies. One iota will support the fashion house’s focus to create compelling brand experiences and customer journeys, driven by state-of-the-art technology implemented across its stores.
As a key technology partner, One iota is already working alongside the fashion company’s Retail and IT competence centre teams to help the retailer enhance its customers’ experience.
Last year HUGO BOSS introduced two new store concepts, each dedicated to fit the respective DNA of its two brands – BOSS and HUGO – taking into account the digital aspects that would take its customers’ shopping experience to the next level.
Key to the new store concepts was the integration of digital technology and “community spaces” – which play into the trend for increasing dwell times in store and adding relaxing, experiential, multi-channel elements to bricks-and-mortar spaces. Digital screens have been installed throughout as focal points within the layout.
BOSS stores also include digital elements such as One iota’s touchscreen mirror which has a shoppable mode showcasing the full product range, and a signage mode to display branded content. Furniture with integrated touchscreens enable a new form of customer interaction.
In HUGO stores, a “community wall” aggregates user-generated content from the HUGO social media platforms, whilst shoppable content is also displayed on smart, touchscreen mirrors.
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.
Joe Ellis, director global retail operations, said about the partnership: “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.”
Christian Brooks, divisional managing director at Sanderson, said: “I’m delighted to welcome yet another global brand to Sanderson and the One iota portfolio of clients, especially such a respected and recognisable name in the world of fashion as HUGO BOSS. This new partnership will see the teams continue to collaborate and build digital solutions that are sympathetically designed to enhance the overall experience in-store for BOSS and HUGO customers.”
Together, both partners will continue to work to further improve the multi-channel experience for customers and redefine how content and commerce can be merged across channels.