TAILORED FOR EVERY CURVE: ZIZZI’S OMNICHANNEL TRANSFORMATION AND GROWTH

Baggrund

Zizzi is a leader in the plus size fashion industry in Denmark and Northern Europe.  With about 50% of the revenue coming from digital sales pre-covid, and experiencing high growth, it was critical to do a complete refresh of Zizzi’s strategy and infrastructure to serve the best-in-class plus size fashion experience.

In 2021, Zizzi and IMPACT Commerce teamed up for a customer-centric digital transformation. Zizzi set the ambition to become a true omnichannel lifestyle retailer with new store concept both online and in physical stores. The digital aim was clear: to create a world-class digital setup to deliver on the promise of a delightful, inclusive, seamless, and tailored shopping experience for ‘her,’ as Zizzi fondly calls their customers. At heart was to gracefully provide her with a “club feel” experience, serving lifestyle that makes her look and feel good, at any point of contact – digital as physical – truly omnichannel – and with market leading service excellence.

To realise this vision, IMPACT and Zizzi created digital strategy and execution plan rooted in extensive customer insights.

Plus-sized women often show a more sensitive online buying behaviour. They need detailed size and shape guides and more visual guidance with models of all shapes and sizes. For instance, Zizzi’s jeans not only come in different fits, but are tailored in variants to fit distinct body shapes. The challenge is to balance this complexity in serving the right fit while keeping it gracefully simple for Zizzi’s digital customers. The strategy clearly identified the reliance on real-time updated customer data to provide a great user experience and service digitally as well as in the physical shops.

That is why the complete transformation of the experience and data oriented digital shopping experience was accompanied by a new Zizzi flagship store concept, and a new customer service strategy. Truly omnichannel, bringing the club feel, the individualized service touch and more exclusive shopping sensation both to the online and digital experiences.

Recognising the unique needs and purchasing behaviour of plus-sized women, the strategy of creating a new digital and omnichannel experience has been customer centric. All systems selected and customer journeys devised evolves around empowering ‘her’ with confidence and ease at any point of interaction. From fit guidance and images with diverse models, to deep customer insights, optimal service online and in-store, Zizzi is set out to transform plus size fashion shopping with a guided, inclusive, and deeply personalised AI-powered shopping experience.

Løsning

Zizzi and IMPACT Commerce planned and implemented an entirely new IT architecture. We connected all needed data points to serve highly personalised shopping experiences and marketing automation at any customer interaction.

The new platform combines Salesforce Commerce Cloud, Service Cloud and Marketing Cloud to work with Raptor personalisation & CDP, Sitoo mobile point of sale, PIMCore and Zizzi Order Management. Not only has the platform proven its worth in sales and efficiency, but it is also scalable for Zizzi’s future growth and can catapult new online shops for Zizzi in just 4-6 weeks.

To accommodate the unique needs of the customers, delivering guided and personalised experiences is essential. Zizzi believes that plus-size clothing is not just larger sizes. It demands a focus on fit and giving thought to the curves of women's bodies because all bodies are different. That is why the online size guide is a central part of the solution – now also being a first in providing body shape matching to jeans variants.

The guide mixes a fitting guide, a figure and shape guide highlighting curves, and a size guide. Club Zizzi members can save preferred sizes, favourite categories and styles that are later applied in recommendations and pre-set suggestions – making shopping personalised and frictionless. By introducing a new recommendation engine and CDP, Zizzi can now collect even more relevant customer data and activate data for even more personalised content and size guides.

To deliver a guided online shopping experiences – just as the customers would get in the physical stores – Zizzi has introduced a new “Shop the look” functionality with styled guidance on how to put together an outfit. All styles are gathered on the same page with a size guide and a total price, to create a seamless and effortless shopping experience.

By introducing a new mobile PoS, Zizzi’s store advisors can create a more engaging and graceful shopping experience. This goes from advisory and check-out to omnichannel services like click and collect. In the new flagship stores, customers also benefit from the ‘endless aisles’ feature allowing them to transfer baskets to online checkout. Furthermore, as a true digital commerce pioneer, Zizzi devised a method to digitally empower store staff to become service agents who can nurture the strong bonds they have with their customers and offer freedom for customers to order online and pick up as well as return in store.

Tying all this together is also an engagement experience with more than 50 marketing automation triggers to serve the customer journey from initial awareness to deep Club Zizzi loyalty and follow ups on in-store personal shopping visits.