THE CONTEXT 

A young fashion brand with an international and multi-channel start

MIAM is a Nordic women’s clothing brand created in 2018. In only 2 years, the team has already been able to create a great marketing mix and a solid foundation for its future retail strategy. The brand has a good reach through its webshop, a design collective store, Dutch resellers and an active social media presence. 

THE PROBLEM

When web-to-store strategy is lacking of counterpart

However, despite having invested a fairly good amount of time, energy and resources in digital platforms, the physical shops were the only channels generating sales. Because of its recent creation, and the premium price range, MIAM team became convinced that the only possible selling points were contained within the walls of a good old bricks and mortar shop. And as the team had no control over the resellers’ digital presence, all they could do was promote the Helsinki store. This web-to-store strategy was considerably narrowing-down the potential reach, focusing only on people who can visit one shop in one city. It was time for this retailer to explore other ways to grow faster. And as multiple channels were already utilized, why couldn’t they enjoy the various benefits of omni-channel retailing?  

THE SOLUTION

A much broader and more integrated perspective

That is why Miia, the business owner and soul of MIAM clothing, was ready to meet up with WERK retail agency and myself to review and optimise her omni-channel retail strategy. We had 2 clear goals in mind for her company: 

• empower MIAM to create a seamless customer experience, which will increase the sales
• and accelerate customers acquisition, in the most cost-efficient possible way

In order to be as mindful of Miia’s time as possible, the process only comprised:

• a 1 hour kickoff meeting
• a mystery client survey
• a final 2 hours meeting to present the conclusions of this audit and the top priority recommendations

As for the deliverable, the omni-channel retail evaluation, it encompassed:

• a dashboard visualising the current situation of MIAM omnichannel retail strategy
• a summary of the most challenging topics for the brand (the top 4 insights)
• short-term, mid-term and long-term action plans, highlighting the low hanging fruits
• and the full list of all the opportunities spotted and the concrete recommendations for each of them

This thorough analysis enabled us to easily pinpoint the gaps created between the different channels we observed. Many useful elements had been implemented on each marketing and sales arena, however the strategy was deployed quite scatteredly, often resulting in a waste of opportunities and resources.

THE RESULTS

More clarity and a new mindset: the long-term rewards of the omni-channel evaluation

Even before starting to move to practical action, the client could enjoy a bunch of decisive ideas at the earliest stage of the project: 

• a Google Analytics account was implemented on the eshop
• a list of micro-influencers were found among the existing clients
• awareness about a set of actions that should be part of the company’s routines

Following a customised grid of assessment, MIAM got a seamless customer experience score of 27%. The audit revealed 39 ways to boost MIAM business, 41% of which were considered as really easy fixes with a real impact. 

When the omni-channel retail final report was delivered, Miia gained more clarity and confidence about her business already. We asked her to rate from 0 to 5 how she felt about several topics during the kickoff and at the end of our mission.

Curious to know more? Here's some excellent reading in Finnish. Grab a copy of the seamless customer experience guide or check MIAM case study on WERK's website.