Sofology, the UK’s largest sofa specialist, partnered with Red Ant to introduce its clienteling app to sales associates

Full integration with Sofology’s existing back end systems and shop floor technology, including access to the full endless aisle of over 200,000 product combinations
Enables clienteling through detailed customer profiles, browsing history and product preferences tracked over multiple store and online visits
Customers can complete their purchase anywhere in the store or take their basket away with them and checkout from the comfort of their own home
Double digit increases in total orders, customer interactions, favourites and baskets, complete-at-homes and data capture within just two months of launch

Red Ant partners with Sofology to deliver award-winning clienteling app

Our clienteling app empowered sales associates (known as Sofologists) to deliver a personalised experience by connecting online with offline.

What Sofology wanted to achieve

Sofology wanted customers visiting its stores to see Sofologists as trusted allies in the sofa-buying process, able to deliver a personalised experience, with support tailored to customer preferences. They asked for a system which is easy to use, flexible enough to cope with the demands of a modern retail business, and future-proofed for a long-term development roadmap.

What we delivered

We used our clienteling app’s integration, personalisation and customer insight capabilities to give Sofologists everything they need to know at their fingertips:

  • Instant access to the full endless aisle of over 200,000 product combinations
  • Clienteling through detailed customer profiles, browsing history and product preferences tracked over multiple store and online visits
  • Customer-facing app enables a truly omnichannel checkout where customers can complete their purchase in-store or take their basket away with them and checkout from the comfort of their own home

Powered by the digital store platform for full integration:

  • Integration with Sofology's existing back end systems and shop floor technology, including hybris ecommerce and in-store kiosks
  • Offers fine control over sales workflows and reporting
  • Has enabled Sofology to offer enhanced customer service, drive engagement and loyalty, and increase sales

It removes the boundaries between online and offline by:

  • Monitoring customers entering the store with the application and viewing wishlists
  • Empowering Sofologists to have as much information about the customer’s preferences as possible
  • Notifying the nearest Sofologist when a customer calls for assistance, who will accept/reject the request and this will continue in a chain until a Sofologist accepts and assists the customer
  • Sending personalised push messages to customers in store

It gives Sofologists the ability to assist individual sales from start to finish:

  • Customer preferences can be accessed through the customer’s online activity
  • Full functionality of the website is available in-store, allowing sales colleagues to browse all ranges with the customer so they can create orders and build up baskets to be saved to their online account
  • Ability to push content back and forth between the customer and the Sofologist app, allowing them to push products to the customer’s online favourites
  • Able to update all customer details in the app as well as display sales-based information such as lead times based on postcode
  • Sofologists benefit from more accurate recording of their performance with the ability to check sales stats and receive in-store sales attribution

Results

  • Sofologists moving from the existing legacy system to the new Red Ant platform have found it easy to use, efficient and intuitive
  • In-store conversion rates are up and there has been a particular rise in the number of ‘complete at home’ purchases
  • Retail Systems Awards - overall winner and in-store innovation of the year 2017
  • Customer feedback from the roll-out has also been extremely positive, with users reporting that they immediately feel comfortable and familiar with the way in which the app works
  • Retail Week awards – finalists, Cognizant digital pioneer category

"Red Ant has been very agile and responsive to our requirements, we've had a very productive relationship working with our two technical teams and we've produced a great solution at the end of it. We have witnessed first hand just how effective the application is and how comfortable and familiar the experience is to customers."

Jon Cleaver, CTO at Sofology