Inside Evereve's Omni-Channel Strategy

By Erin Harris, Editor-In-Chief, Cell & Gene
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Evereve brings its high-touch, highly personal in-store experience to online retail.

According to Anthony Hoang, CIO of Evereve, the casual contemporary women’s clothing boutique, deeply values its highly personalized customer experience. Evereve operates 67 U.S. stores, Evereve.com, as well as another digital channel, Trendsend, which is a personal styling and subscription box service. While brick-and-mortar stores represent Evereve’s largest channel, Trendsend has expanded and further customized the way the retailer connects with its customers: Evereve moms.

Personalization Moves Product
“We’ve created a brand that’s known for talented stylists who understand a mom’s lifestyle,” says Hoang. Indeed, every Evereve store has professional stylists on staff who learn their customer’s preferences as part of the overall customer experience. Trendsend extends the Evereve store experience online. A customer visits trendsend.com to create a style profile by answering a few style and lifestyle related questions. She may also upload a photo of herself to help the stylist make selections. An Evereve stylist then handpicks personalized outfits, including accessories based on fashion preferences, lifestyle, and body type. Her Trendsend order, complete with a personal letter from her Evereve stylist, is then shipped to her home. The customer has five days to choose what she wants to keep and return unwanted items with a free return shipping label. A customer may choose to receive her Trendsend at regular intervals, or she can order Trendsend “on demand.” A Trendsend customer may also select a specific Evereve store to style her.

The Tech Driving Personalization
“Trendsend is set up as ‘Store 100,’ and it pulls inventory from brick-and-mortar stores and our warehouse,” explains Hoang. “All stores serve as shipping centers. Trendsend stylists use intelligence from Celerant Command Retail, a customizable retail software platform that manages POS, inventory, and e-commerce through a single database. Via Command Retail, stylists are able to determine past purchases, sizes, and preferences to create customized boxes that are delivered to the customer. The system automatically flags any item a customer already has or has returned.”

When an order is delivered to a customer from Evereve.com or Trendsend. com, Command Retail enables Evereve to fulfil the order from the best possible location. “The flexibility allows our team to deliver top-notch service levels by providing our store and digital teams access to customer records to process returns efficiently,” he says. Trendsend integrates with Evereve’s POS database, allowing Evereve to analyze a customer’s preferences to create a more personal experience regardless of channel.

Indeed, Evereve ensures Trendsend customers receive the same level of customized service as its brick-andmortar customers. “Some retailers rely on persona-based algorithms to style their customers,” says Hoang. “Our stylists are real people who are passionate about helping her find the right product to meet her needs. We’ve created a brand that’s known for its talent and for its understanding of her lifestyle. We use technology to amplify human connection.”