Barneys New York Teams with RichRelevance to Elevate In-Store Shopping Experience
Barneys New York uses the Relevance Cloud™ personalization platform to digitally enhance in-store service and engagement through customer-centric personalization
San Francisco, CA — April 25, 2016 — RichRelevance®, the global leader in omnichannel personalization, today announced that Barneys New York is using the Relevance Cloud™ personalization platform to power a first-in-kind digital customer experience at its new flagship store in downtown Manhattan.
The new store offers a unique and timeless luxury shopping experience, with an emphasis on bringing digital aspects into the store with state-of-the-art technology. Barneys New York is the first luxury retailer to integrate iBeacon technology with the Relevance Cloud personalization platform to deliver personalized editorial content to store shoppers. Barneys New York is also using the Relevance Cloud to connect online and offline behaviors and preferences to help sales associates better serve their clients via a customer clienteling app.
These innovations enhance the customer experience with instant access to informative and entertaining content, while also ensuring that associates are highly informed and have better background information on brands and products of interest to each individual consumer.
“The customer experience in this store runs parallel in importance to the design, product and historic location,” Barneys New York COO, Daniella Vitale, commented at launch. ”We want the customer to feel as though anything is possible when they walk into the store. With the seamless integration of technology, our incredible staff, and a deep appreciation of our customer, we really do feel that everything is possible.”
Content Personalization: iBeacons & The Relevance Cloud
Barneys New York is using iBeacon technology to share informative and relevant content (videos, look books and designer interviews) from The Window, Barneys luxury editorial site, with shoppers as they move about the store. Beacons are integrated with the Relevance Cloud platform to deliver personalized recommendations of content to users who choose to opt-in for this experience via the award-winning Barneys New York app. The app also delivers personalized notifications when a shopper nears items in their mobile shopping bags or on wishlists, creating a seamless and efficient shopping experience for the knowledgeable Barneys customer.
“The most important touchpoint is the phone,” Barneys Vice President of Digital, Matthew Woolsey, recently told Digiday. “We’re proud of the way we’ve used our customer data online and offline to be fluidly connected — it allows for a personalized, consistent experience in store and online.”
Data-Driven Clienteling & The Endless Aisle
Barneys New York is also using RichRelevance to power a new clienteling system that uses customer-centric personalization to empower sales associates to better serve their clients. The clienteleing app is available on associates’ iPads, which are also used as mobile point-of-sale (mPOS) devices with Apple Pay.
Through the Relevance Cloud personalization platform, the new clienteling app connects consumer, product and inventory data to deliver personalized product and content recommendations based on each shopper’s unique history with Barneys New York. The app also provides ‘endless aisle’ capabilities: associates can access inventory across all Barneys New York stores and, from the store floor, key an order to be fulfilled immediately.
“Luxury is at a place where we can make strategic investments for our brand, rather than playing catch up everywhere,” continued Woolsey in his Digiday interview. “The goal is to create an elevated customer expectation.”
These new digital initiatives build on a long-term partnership between Barneys New York and RichRelevance to personalize the digital experience, including an increased focus on personalization in Barneys recent redesign of its digital platforms barneys.com and editorial site the window.barneys.com.
Explained RichRelevance CEO, Eduardo Sanchez: “Luxury shoppers expect a premium experience and personalized service at every touchpoint. By extending the Relevance Cloud into the store, Barneys has become the first luxury retailer to use iBeacon technology content and consumer insights to bring a more personalized and editorially-driven experience to customers everywhere they shop.”
About Barneys New York
Barneys New York (Barneys) is a luxury specialty retailer renowned for having the most discerning edit from the world’s top designers, including women’s and men’s ready-to-wear, accessories, shoes, jewelry, cosmetics, fragrances, and gifts for the home. Barneys’ signature sense of wit and style is manifested in its creative advertising campaigns, original holiday themes, and celebrated window displays. Founded as a men’s retailer in 1923 in downtown Manhattan, it became an international arbiter of high style for both women and men in the 1970s, renowned for discovering and developing new and innovative design talent. Today, Barneys New York operates flagship stores uptown on Madison Avenue and downtown in Chelsea in New York City, as well as additional flagships in Beverly Hills, Chicago, Seattle, Boston, San Francisco, and Las Vegas, along with a preeminent luxury online store, Barneys.com, as well as 18 other stores and outlets across the United States. For more information about Barneys New York, please visit www.Barneys.com and explore its luxury content site, The Window, for an insider’s look into the Barneys world: a behind-the-scenes visit with exciting designers, fashion, events, and the Barneys team.
BPR for RichRelevance