SUITSUPPLY Talks Shopper Success with Salesforce | Salesforce

Hi, I'm J.R. linney. I'm an industry solution manager at Salesforce. I'm here with Martin Vanderseed from SuitSupply, and we're going to discuss how SuitSupply is transforming their customer engagement and taking their customers on a highly personalized digital journey. So suitsupply is on this amazing mission to suit up every man around the globe. The retail and fashion industry have taken notice. You've been featured in GQ New York magazine. Tell us a little bit about your brand.

Well, we're indeed a very fast growing international brand. We're a vertical, so we do everything ourselves. We source the fabrics in Italy and ship it worldwide. And we have suits, jackets, everything a man needs, but in a very fashionable style. So we have a very high quality, high service level at an affordable price, and we're able to keep the price affordable by being a vertical.

So you guys are serving your customers on multiple channels, from online to in store to social. Talk to me a little bit about the technology you're using to engage with your customers on all that channel, on all those channels, but also to get that single view of your customers when buying a suit.

Service is really important, and it's not like buying a T shirt where you guess, do I have a medium or a large? But it's really a personal thing. That's why the service in store is really important. There's always a human touch to that. But when we have customer service or selling through the website, it's very important to be reachable by all channels, have a fast reply, and basically always stay within the channel. So we, of course, we offer phone, email, Facebook, Twitter, Facebook, Messenger, WhatsApp, WeChat in China, and we all tie that together by Salesforce to be able to give our employees always the immediate context of the customer so that they know who the customer is and that they can immediately respond to all of their needs.

You guys have grown rapidly. You're opening stores across the globe. Tell us a little bit how you feel speed fits into the retail industry landscape.

Yeah, well, indeed. We were really opening up almost 30 stores a year, and we're growing even faster on the digital. And to us how we see the retail environment, that everybody has access to the right technology at a relatively affordable price. But the key is innovation. The time to market, to bring it to the customer in a customizable way. And that is where the competitive edge is. So we really focus on that. Not only what we could do, but also how we execute it. And time to market is for us one of the most important criteria next to customization.

Talk to me about the technology that you're using in store and then how you're also taking that experience to an out of store online experience.

Well, that's a really good example of something we developed pretty fast. As I said, we tie it all together with Salesforce service cloud and marketing cloud to create this 360 degree, but to bring it to the store, that's the real challenge. And we do that through our digital screens, which are basically connected through Heroku to the the major Salesforce clouds. And the most important thing there is we didn't want to have screens which were just a video or just a picture. As you see with many retailers. We really would like to have something like a digital touch point with real time information and very dynamic. So this is the way to do it. We used Heroku to sync all the aggregate information continuous to those screens which is used globally. So they work also in China and Hong Kong. And we show their real time information to the customer, which can be ratings of our sales advisors, our sales through the real time sales which we show on a map or the actual Instagram likes which are being done. You can do it even in the store.

Yeah. Awesome. You mentioned that you guys are growing and opening 30 stores a year, which is a phenomenal rapid growth. Talk to me about the technology that's helping power that type of growth.

It's really funny. With stores, of course, the sales associates want to focus on the customer and they want for them technology is just a facilitator. So we really want to lever what we have. We have one very nice example where we tie the incoming phone calls to a dashboard where even before they pick up the phone, they see on the Salesforce console, they see what which customer is calling, but also where they are in the customer journey. So whether they have ordered something or they had a good experience or a bad experience, whatever is in the timeline, they can pick it up and say, hey Mr. JR, I saw that you had a problem last time. How are you doing today and what can I do to improve that?

Talk to me a little bit about where you see yourself going and as a brand. What is, what does your journey look like? What are some opportunities that you're exploring?

Well, we still think there's a real big opportunity in making it really omnichannel. So bring people who went to the store to online and vice versa. So we will continue on that path. One of the things we're currently working on is to create real, as we call retention journeys. So people who have been with us to give them the right opportunity based on their purchase history. So do recommendations, but really personal. So it's never the same as any other customer would get and followed up by immediate customer service support. So that when you like the offer, it's not like a random recommendation, but you can really interact with a stylist who can then take it over and follow up immediately.

Great. Well, I appreciate you taking the time to talk to us today. I'm excited to see where you guys are going to go as a Salesforce customer in the future, and hopefully I'll become a suit supply customer myself very soon.

Thank you very much.

Okay.