True Religion turns to Apple Watch to improve customers' experiences

Associates working at True Religion stores in Beverly Hills and New York's SoHo neighborhood will soon be wearing Apple Watches. No, it won't be to make a fashion statement, but instead will serve as a tool intended to raise the level of customer service in the specialty apparel retailer's stores. The initiative known as Band by True Religion, which requires customers to download an app from the retailer, enables associates to share a virtual endless aisle of products with shoppers. The associates will also gain access to information about customers' preferences for products and forms of communication. True Religion announced its endless aisle capability earlier in the year. In January, the company announced that its app enables employees to tie-in to its inventory system to quickly locate the exact items customers seek. Once located, an image of the item is displayed on a high-definition monitor inside the store. The image, which includes a bar code, is scanned by the sales associate to complete the purchase. If the product is not in stock at the store, it can be shipped directly to the customer. John Hazen, True Religion's vice president for omni-channel commerce and digital innovation, said (via California Apparel News) that the technology will enable store associates to make shopping more enjoyable for shoppers. "People just don't want to shop," said Mr. Hazen. "They want an experience. Experience is the difference between a great retailer and a struggling retailer."

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Source: True Religion