Canadian Retailer - Store 2016 - 56

OMNICHANNEL INNOVATION
How it's done

Retailing is no longer about maximizing the transaction"If you have not integrated your digital
al benefits of the physical space in the same way that ecommerce is no longer an appendage to the physical store. At
strategy with your physical strategy, if you
Frank + Oak, the physical store is a form of marketing-it's
have not looked at your investments in the
a showroom for the products and lifestyle that Frank + Oak
digital world as simply a part of your total
sells. In store, the retailer hosts events and a mix of lifeproposition, your total business performance,
style components, including barber shops and cafes, to create a community space for its customer. The ecommerce
and a return on investment capital, then you
platform brings the store's value proposition directly to the
are missing the main point."
customer and to extend the customer-brand relationship.
- JOE JACKMAN, Jackman Reinvents
Online, Frank + Oak engages customers with rich content,
including articles, videos, social content, and recommends
products via automated algorithms.
While people make the brand-
in-store style advisors enhance the
browsing experience at Frank + Oak-
a robust technological infrastructure
has played an important role in helping Song and his team build an integrative experience that customers
love and that other retailers want to
imitate. Frank + Oak invested early
in a strong CRM system. This CRM
system collects data on customer behaviours through the store's mobile
app, the desktop experience, and the
in-store experience. This data is distributed to every department in the
company, and each department views
Digital Signage
Structured Cabling
CCTV Surveillance
Phone/Music/Paging
the data differently, depending on its
Installations
Voice/Data
Systems
System
needs. Once the data is parsed a dozPOS Set
People Counter
Energy Control
Wireless
en ways, the store is in a better posUp/Configuration
Installation
Systems
Solutions
ition to deliver personalized service
to each customer.
IN-STALL is a wholly owned Canadian corporation with servicing across
Even though Song said at STORE
Canada and the United States. specialized in retail solutions, hospitality
that he'd cut a third of stores from a
and corporate solutions.
big retail chain if he was given the
chance, nobody should characterize
IN-STALL offers the gold standard in services, reliability and support
him as anti-brick-and-mortar. The
for your network. With more than two decades of experience designing
data gathered from Frank + Oak's
and deploying networks for retailers and venue-owners in thousands of
CRM system shows that stores help
locations.
to create deep bonds with customers.
Our broad geographic reach, extensively certified knowledgeable staff and
Customers still like going out to shop.
preferred vendor relationships meet the information technology planning,
They like interacting with people and
design, implementation, maintenance and management requirements of
touching and feeling product. In genboth single and multiplication enterprises. We have a proven track record,
eral, they still enjoy the physical exan enduring commitment to customer satisfaction, and the expertise your
perience of shopping. Based on these
business needs.
things, it's clear that physical stores
remain essential, but what's less clear
Headquarters
is how to reinvent the physical store so
95 Unsworth Drive, Unit 2, Hamilton, Ontario, L8W T7
that it is exciting.
Tel: 866-898-0002 * FAX: 866-898-0588
Online data has also been instruemail: service@in-stall.com * email: sales@in-stall.com
mental in helping Frank + Oak to
Quebec Location
determine where to place physical
Montreal * Tel: 866-898-2299
stores. Strangely, at the beginning,
www.in-stall.com
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CANADIAN RETAILER | STORE 2016

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