The Journey to Digital Experiences
in Fashion Retail
Lindex began implementing digital in-store technology in 2017 to enhance customers’ experience. Along the journey, the international fashion company has learned valuable lessons that Ida Wilhelmsson and Magnus Bringeland generously shared with the audience. The brand aimed to replace printed posters with digital touchpoints, freeing up resources. Distributing printed posters was expensive and time-consuming. Initially, the digital displays were treated as if they were printed posters. However, with the evolution of e-commerce, Lindex gained access to a vast image bank that captures the brand’s essence of empowering women.
With 440 stores across 19 markets and a diverse range of concepts, Lindex faced the challenge of creating systems for installations and content production. To ensure relevant content, thorough mapping of all stores was necessary, considering variations in business areas and market needs. System support resolved this challenge, enabling the digital touchpoints of relevant content for customers in any store.
To provide a unified customer experience across all touch-points, Lindex has integrated the communication between online and in-store channels. Each store surface serves a specific purpose, such as shop windows and entrances attracting customers with offers and the latest collections. A brand wall communicates values, while the content at the cash register emphasizes social responsibility and a commitment to future generations.
To ensure a consistent brand communication across all channels, Lindex centrally controls content for all markets, following a clear channel strategy for growth. Future plans include exploring digital fitting rooms, digital guides, and RFID tagging integration for improved efficiency and customer satisfaction.
The fashion chain also seeks clearer measurements of key performance indicators (KPIs) to ensure the digital touchpoints contribute effectively to their goals. With stores as the primary sales channel, technology helps optimise store operations, allowing more focus on customers. Ida and Magnus conclude the presentation with some thoughtful takeaways. Always have a clear strategy, purpose, and goal.
How will digital in-store help us achieve our objectives and contribute to our overall success? The next step is to find efficient ways of working and create simple processes. This requires collaboration among several departments, including Marketing, IT, Operations, and e-Commerce. A solid system support is essential for a smooth installation and future content production. View digital in-store touchpoints as part of a larger omnichannel strategy. Let the customer encounter the same message regardless of the location. We thank Ida and Magnus for an honest and insightful presentation.