From Transactional to Relational: Redesigning the Omnichannel Journey for a Leading Lifestyle Retailer
At a Glance
The Challenge
Client context and business challenge
The client, a premier lifestyle and apparel retailer with over 60 physical outlets and a growing digital storefront, was facing a critical "loyalty crisis." While initial acquisition remained high, repeat purchase rates were plummeting. The primary issue was a fragmented omnichannel experience: customers found that promotions available online were often rejected in-store, and the customer support team lacked visibility into the shoppers’ digital history.
Beyond technical silos, there was a significant "empathy gap." The organization viewed customers through the lens of transaction IDs rather than human experiences. Internal staff were incentivized solely on sales volume, leading to pushy service that alienated modern, high-value shoppers. The client needed to transition from a traditional "brick-and-mortar" mindset to a customer-centric, digitally-enabled culture that could compete with agile, digital-native brands entering the market. They required a partner who could combine data-driven insights with the psychological underpinnings of consumer behavior to rebuild trust and drive sustainable growth.
Our Approach
Strategic methodology and execution
Voice of the Customer (VoC) Deep-Dive: Conducted 50+ ethnographic interviews and analyzed 10,000+ support tickets to identify "The Five Friction Points" in the current journey
Omnichannel Persona Development: Created data-backed personas that moved beyond demographics to focus on "Jobs-to-be-Done" and emotional drivers
Moment-of-Truth Gap Analysis: Mapped the end-to-end journey to identify where the digital-to-physical handoff was failing
Service Blueprinting: Designed a new "Future State" service blueprint that integrated front-end staff behavior with back-end technical processes
CX Culture Enablement: Rolled out a "Human-Centered Service" training program for 500+ retail associates to align employee behavior with the new brand promise
The Solution
Implementation details and technology stack
Process
We implemented the Stravence CX Excellence Framework, which shifts the focus from "Issue Resolution" to "Proactive Engagement." This included a redesigned return policy and an automated "Closed-Loop" feedback system to resolve negative experiences in real-time.
Tech Stack
Qualtrics XM: For real-time sentiment tracking at every digital and physical touchpoint.
Zendesk Sunshine: To create a unified 360-degree customer view, allowing store associates to see online browsing history and previous preferences.
Braze: For personalized, behavior-triggered engagement campaigns that bridge the gap between the app and the physical store.
Results & ROI
Measurable outcomes and business impact
NPS Breakthrough
Moved from a baseline of 12 to 50, indicating a significant shift from "detractors" to "promoters" within the regional market
Customer Retention
By streamlining the digital-to-store return process, the client saw a double-digit increase in customers returning for a second purchase within 30 days
Operational Efficiency
Integrated CRM data allowed the support team to resolve inquiries significantly faster, reducing the cost-to-serve while increasing satisfaction
Employee Advocacy
Internal surveys showed that staff felt more empowered and less stressed due to clearer service guidelines and better tools, directly correlating to improved customer interactions
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