3 contactless in-store initiatives that make luxury retailer Brown Thomas stand out

Raj Sangha
by Raj Sangha

Luxury department store retailer, Brown Thomas, is creating a contactless yet engaging in-store experience using click and collect check-in software, appointment-scheduling software and a time-slot booking system.

Prominent luxury department store retailer, Brown Thomas, has made waves in the Irish retail community for its innovative, tech-driven approach to social distancing in stores.

The iconic retail brand, which is owned by Selfridges Group, has done a superb job at reacting to a quickly changing retail landscape using technology and innovation to support the customer journey.

Here are 3 powerful initiatives retail SaaS partner, Qudini, is proud to be a part of:

1) Its contactless click and collect check-in service

A click & collect sign with a QR code from the Brown Thomas Dublin store.

Last week Brown Thomas expanded its click and collect pickup locations, with the Dublin store now offering click and collect from any till point above Level 1. This click and collect check-in software gives customers more choice and reassurance while allowing the store to manage flow and social distancing more effectively.

All consumers need to do is scan the QR code (pictured above) and the team will bring their order out to them. After checking into the system via the QR code, customers will receive a position in the queue and an estimated wait time. And if there is a wait, customers can browse through the store and stay updated via weblink and real-time notifications.

2) Its personalised one-to-one services with in-store experts

Customers can choose from a variety of consultant based on their expertise and availability.

A one-to-one personalised in-store service isn’t something you hear a lot about these days – but Brown Thomas, which is known for its high-touch approach, is offering a safe service to its customers across a range of services lines, including personal shopping and beauty styling.

With Qudini’s appointment scheduling software, customers can book appointments online with personal shoppers and stylists, enabling them to be served quickly without waiting for service. Once customers book an appointment time, they receive a confirmation message and regular reminders about their appointment, keeping them engaged and informed.

Brown Thomas customers can see available time-slots for upcoming appointments.

Brown Thomas is home to a variety of brands, many of which are high-end such as Marc Jacobs, Chanel and Dolce & Gabbana, so customers often required a consultative approach when shopping.

Brown Thomas’ new online, one-to-one shopping experiences offer customers live chat with BT Style Experts alongside the option of booking a virtual appointment with its team of dedicated stylists who can talk customers through the latest trends and collections.

3) Its time-slots booking functionality to visit stores

To manage the number of customers inside its stores, and to stop customers from having to wait in queues outside stores, Brown Thomas is enabling shoppers to book time-slots ahead of their visits.

Not only does this create a safe and stress-free experience for the customer, it also allows stores to stagger customer visits throughout the day and have complete transparency over how many people are in store at once.

Customers can book a time-slot to enter the store online. Once they’ve booked a spot, they receive a confirmation message and a notification before their visit time reminding them of their allocated time-slot.

Well done to the brilliant team at Brown Thomas – keep up the great work!


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