Customer: Office shoes
Industry: Fashion retailer
Location: UK, Nationwide
Product: Opayo Cloud Connect powering In Store Tablet (IST) ePOS
Issue: Lost sales due to lack of access to online inventory in-store
Result: Increased choice and sales in store
Founded in 1981, Office is a leader of high street footwear fashion with over 150 sites globally including stand-alone stores, Offspring stores and concessions . Office also sells through its core website, mobile site, apps and online marketplaces. Office manages its online businesses through the Hybris e-Commerce platform, with payment processing provided by Opayo.
Office wanted to expand what it was offering customers in-store. Whilst the company has a range of stores, big and small, none of them can carry the product range that they offer online. With many customers browsing the web and mobile sites before visiting stores, it became essential to find a better way to access everything available online from within the store itself to prevent customers leaving empty handed.
Customers needed the simplicity and security of a hand-held chip and PIN device, but Office wanted a solution that was quick to implement, and integrated with Office’s existing order processing and payment systems. Opayo was already providing the payment gateway for Office’s e-Commerce sites.
The answer was the Office In Store Tablet (IST) which launched in October 2014, powered by Opayo’s Cloud Connect solution. The IST site is a separate website on Hybris that works as a mobile ePOS solution and uses the Opayo cloud solution as a payment method. It shares the same content catalogue as the main Office website and all of Office’s updates to products, prices and stock can be handled remotely.
Rob Worthington, Multichannel Director at Office Shoes says “Technology is changing the way we shop. Customers are now using digital in all aspects of their lives, and expect a consistent shopping experience across channels. The IST is an example of how Office is adapting to the demands of this new generation of ‘connected customer’ with a truly omnichannel approach designed to make shopping more convenient, more inspirational and more personal whether online, in store or through mobile.”
When a member of staff places an order on the IST, the site calls the cloud payment service and creates a payment token. A member of staff can then find that payment on a specially configured chip and PIN device on which the user can pay with their card. Once the payment is authorised, the order is completed, and passed through to the fulfilment and dispatch teams.
As it is essentially a website with a customised payment method, all orders taken in store are pushed into the order workflow as if they were placed on the main website, giving Office a single view of all purchases – whether they were made in store or online. The user gets order confirmation and despatch emails as normal and everything can then be monitored by the customer service team.
Customers can now have an online shopping experience in store, by having access to the full range of products, with free next day delivery so they get the items as soon as possible. All sales are placed by the staff, who are credited with the sale - an important part of increasing store management buy-in, as well as driving up revenue.
The whole process was set up and launched in a number of weeks and the system has already delivered a return on the original investment. Office is developing a Euro version for use in its International stores.
“Customers are loving the extra choice it gives them in store, and staff are benefiting from added sales, as well as access to more detailed product information and imagery than they ever had before,” said Rob.