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Hugo Boss to focus on in-store customer journeys

Fashion group Hugo Boss has appointed technology group One Iota, part of the Sanderson Group, to develop new in-store brand experiences and improved customer journeys. Different approaches will be tailored to Hugo and Boss branded stores.

The project will use integrated technology to create community spaces, with the aim of increasing customer dwell times by introducing relaxing, experiential, multi-channel elements.

A community wall in Hugo stores will aggregate user-generated content from social media platforms, while shoppable content is shown on smart, touchscreen mirrors.

Boss stores also include touchscreen mirrors, with a shoppable mode that can display the brand’s entire range and a signage mode to show branded content. Further touchscreens have been integrated into items of furniture.

“As a fashion brand, we are always looking at innovative approaches to enhancing our customer experience in-store. When we first encountered One iota, we immediately saw that their extensive experience could help us expand our digital reach,” says Hugo Boss director of global operations Joe Ellis.

“This new partnership will see the teams continue to collaborate and build digital solutions that are sympathetically designed to enhance the overall experience in-store for BOSS and HUGO customers,” says Sanderson Group divisional managing director Christian Brooks.

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