DEATH OF PUREPLAY RETAIL

INTELLIGENCE REPORT DEATH OF PUREPLAY RETAIL CONSUMER EXPERIENCE

Next-Gen Service Recognizing the unique value proposition of the in-store retail experience, particularly the guided selling that associates can provide, the most sophisticated retailers have made digital investments to seamlessly transition consumers from clicks to bricks. Evolved retailers, who have made recent investments in offline retail, are particularly cognizant of this opportunity—and outpace incumbent omnichannel leaders in terms of their propensity to use events and services to drive consumers into store. Eighty-four percent of evolved retailers promote in-store services on their sites, compared to 75 percent of leading omnichannel retailers. More impressively, 63 percent of evolved retailers offer online appointment booking, versus just 35 percent of leading omnichannel retailers. For evolved apparel brands in particular, including Indochino, Blank Label, Frank and Oak, and J.Hilburn, this service is a true differentiator, allowing customers to receive highly personalized in-person advice on fit and style.

Death of Pureplay Retail: In-Store Event & Appointment Promotion, by Business Model Percentage of Retailers October 2015, n=19 Evolved Pureplay Retailers, n=20 Omnichannel Leaders ■ Evolved Pureplay Retailers ■ Omnichannel Leaders

84%

75%

63%

35%

Promotes In-Store Services Online

Online Option to Book Appointment

Source: L2 Intelligence Report: Death of Pureplay Retail, January 2016.

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2. Indochino’s store locator allows customers to book in-store appointments at the store of their choice.

3. Frank and Oak promotes its personalized in-store service and omnichannel capabilities, automatically syncing customers’ online and store accounts to allow them to use credits on either channel.

1. Indochino provides customers with the opportunity to meet with a style guide in the showroom, and two complimentary in-store fittings of their customized suits from Indochino tailors after the purchase.

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January 12, 2016