Case Study • 13.12.2017

How a sense of touch helped Eton shirts double expected sales

Eton equipped their brick-and-mortar stores with a range of touchscreen displays

The fashion retail space is evolving. The fact is, more and more consumers are tethered to devices, their faces glowing in a blue, e-commerce-hue of smart phones, tablets and laptops. That’s not to say the in-store fashion shopping experience is going the way of the dodo bird. It’s just that to thrive, stores must ‘sell’ more than clothes and win over customers with a robust and engaging in-store experience.

Supplier
Logo: Elo Touch Solutions (Belgium) NV

Elo Touch Solutions (Belgium) NV

Wingepark 5B / 301
3011 Rotselaar
Belgium
Eton in Malmö
Eton equipped their brick-and-mortar stores with a range of touchscreen displays to showcase their whole line of shirts within the company’s retail spaces.
Source: Elo

No longer is it good enough for designers and sellers to display goods in retail spaces – no matter how clever or eye-catching those displays might be. When you think about it, even the most brilliantly designed and well-displayed fashions simply hang from racks or lay flat and too-perfectly folded on tabletops. Plus, with ever decreasing retail space available, having the ability to digitally display additional stock is vital. Today, customers are looking to create a holistic and personalized shopping experience that integrates physical and digital experiences.

Fortunately, the fashion industry is all about being tactile, whether that’s through the many textures of clothing material or a cool, smooth
touchscreen. And, despite the ease and speed of online purchases, touching, comparing and trying-on apparel is still a large part of the shopping
experience. But how do retailers go about wrapping digital and in-store shopping into one robust experiential package?

That’s where Elo Touch Solutions truly shines. We’re experts when it comes to seamlessly integrating the soft, elegant world of fashion with the sleek world of digital touchscreens. In fact, Elo Touch Solutions is a retail industry leader with more than 20 million interactive touchscreen installations. We also have more than 40 years of retail market experience in providing customers high-quality and reliable product designs that get results – just like we did for Eton Shirts.

Eton in Malmö
Source: Elo

Give limited space unlimited possibilities

Eton has creating some of the world’s finest shirts since 1928. Today, their diverse styles are highly sought after and can be found in some of the most exclusive stores. And while the retailer’s reach may be global, the designer’s 90-square-meter stores limit just how much of their colorful collection can be displayed – just 15 percent of their entire line. As a result, Eton needed to make a bigger fashion splash in a small retail space pool. So, Eton turned to us with a few challenges. The fashion icon asked us to help increase sales, enhance customers’ in-store experiences and, of course, showcase Eton’s full line of apparel within the company’s modest retail spaces. Now those are challenges that are right up our alley.

Combining retailing & e-tailing

These days, it’s not uncommon to see companies that were once purely online e-tailers opening brick-and-mortar stores. But because Eton already had physical locations, our job was to help make the retailer an e-tailer as well.

The solution? Provide a range of in-store, touch-screen displays. These displays are not only highly visible, they encourage customers to interact with the brand – including the 85 percent that might not be featured in stores. Just like magic, and some clever behind-the-scenes programming and design, 90 square meters of retail space becomes infinitely larger, giving customers full, interactive access and the ability to explore Eton’s entire collection.

This omni-channel approach not only enhances customers’ in-store experiences, it also enables Eton retailers to be able to offer customers nearly 70 times more options and retain shoppers who are already in-store. Plus, the high-resolution screens are ideal for highlighting apparel aesthetics, quality and detail, while giving stores a sleek and modern look.

Now, regardless of availability and retail space, customers have access to Eton’s entire product line and styles at their fingertips within stores. Plus, should a product not be in stock, delivery only takes one to two days

Wrinkle-free results

Simply put, Eton’s original goal was to increase sales 5 percent. And, to be honest, we didn’t meet that goal, we doubled it. Thanks to this digital, omni-channel type of approach sales increased by 10 percent. As a result, Eton has announced that it will soon apply this same strategy in other stores and create Eton Express. This new service will take orders created at individual stores and deliver them to customers within that store’s city in an hour.

related articles:

popular articles:

Thumbnail-Photo: Help yourself!: Are self-checkouts the next big thing in retail?...
14.06.2023   #brick and mortar retail #self-checkout systems

"Help yourself!": Are self-checkouts the next big thing in retail?

Efficient everyday business, efficient shopping

In the face of the digital age (and the rush just after the end of the workday or the day right before a holiday), retailers are looking for innovative technologies to continuously improve shopping experiences. Self-service checkouts (SCOs) allow ...

Thumbnail-Photo: Senior Business Development Manager for ITL celebrates 20 year milestone...
01.08.2023   #Tech in Retail #cash management

Senior Business Development Manager for ITL celebrates 20 year milestone

Christian Czeskleba marks 20 years with the cash handling and biometrics solutions provider

Christian Czeskleba, Senior Business Development Manager (BDM) for Innovative Technology, marks 20 years with the cash handling and biometrics solutions provider this month. Based in ITL’s German office in Hamburg, Christian has seen the ...

Thumbnail-Photo: With chatbots on the winning side?
02.08.2023   #online trading #e-commerce

With chatbots on the winning side?

How Google wants to promote productivity and creativity with Bard

Chatbots and other AI tools have been the talk of the town since the release of ChatGPT last year. In many industries, discussions are being held about the quality, reliability and actual usefulness of the programmes. With Bard, Google has thrown ...

Thumbnail-Photo: Tiedt celebrates quarter century milestone with ITL...
05.07.2023   #Tech in Retail #cash handling systems

Tiedt celebrates quarter century milestone with ITL

Marcus Tiedt marks 25 years with the cash handling and biometrics solutions provider

Marcus Tiedt, Innovative Technology’s Sales & Marketing Director, marks 25 years with the cash handling and biometrics solutions provider. Based in ITL’s German office in Pinneberg just outside Hamburg, Marcus has been an integral ...

Thumbnail-Photo: Toshiba launches powerful and compact TCx® 900 point-of-sale system...
22.08.2023   #brick and mortar retail #epos systems

Toshiba launches powerful and compact TCx® 900 point-of-sale system

POS system TCx 900 is designed for retail requirements and equipped with 13th generation Intel Core processors

The TCx® 900 is the newest point-of-sale (POS) system from global retail technology leader Toshiba Global Commerce Solutions. It provides advanced technology offerings through a powerful modular system in a compact design built to last and ...

Thumbnail-Photo: Aldi and (e-)commerce in China
26.06.2023   #online trading #e-commerce

Aldi and (e-)commerce in China

How the discounter is positioning itself in East Asia and what others can learn from it

"China is a highly competitive market," says Renata Thiébaut. Nevertheless, the company, headquartered in the Ruhr region, seems to have shown elbows and is now selling successfully there. The professor of e-commerce and China expert ...

Thumbnail-Photo: Nike launches Airphoria in Fortnite
26.06.2023   #digitization #omnichannel

Nike launches Airphoria in Fortnite

Access open from June 20 at 12 pm ET through June 27 at 8 pm ET

Nike is launching “Airphoria” in Fortnite, a first-of-its-kind gaming experience. Building on a multiyear partnership with Epic Games, Airphoria brings to life the future of sport experiences at the intersection of games and culture, ...

Thumbnail-Photo: Enhance inventory management and loss prevention – with Zebra...
12.06.2023   #e-commerce #brick and mortar retail

Enhance inventory management and loss prevention – with Zebra SmartCount solution

Now available in DACH, this accurate, easy-to-use solution provides time and cost savings and better inventory management

Zebra Technologies Corporation (NASDAQ: ZBRA), a leading digital solution provider enabling businesses to intelligently connect data, assets, and people, will present Zebra SmartCount™,  a proven, comprehensive solution now ...

Thumbnail-Photo: Toshiba Launches New ELERA™ Security Suite to Address the Industry’s...
22.09.2023   #cashpoints #customer experience

Toshiba Launches New ELERA™ Security Suite to Address the Industry’s Challenges Around Shrink

Toshiba’s A.I.-powered solution empowers retailers across the globe to better manage loss prevention and protect profits

Security Suite from Toshiba Global Commerce Solutions empowers retailers to minimize shrink...

Thumbnail-Photo: Toshiba opens new Retail Operations Center in Europe...
03.08.2023   #e-commerce #retail

Toshiba opens new Retail Operations Center in Europe

Facility equipped with innovative technology and a powerful inventory management system

Toshiba Global Commerce Solutions has opened a state-of-the-art Retail Operations Center in Almere, Netherlands. The strategic move will enhance operational efficiency and provide superior service to the company's valued customers and partners ...

Supplier

Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
Innovative Technology Ltd.
Innovative Technology Ltd.
Innovative Business Park
OL1 4EQ Oldham
Zebra Technologies Germany GmbH
Zebra Technologies Germany GmbH
Franz-Rennefeld-Weg 2-6
40472 Düsseldorf