How a Leading Retail Brand Uses refive to Connect with In-Store Customers

In the rapidly evolving landscape of Direct-to-Consumer (D2C) retail, Gusti Leather has emerged as a beacon of innovation, sustainability, and unparalleled customer service. Founded in 2009 by visionary entrepreneur Christian Pietsch, Gusti Leather has grown from an online-exclusive brand to a trailblazer in the physical retail space, boasting 29 stores across Germany, the Netherlands, and Austria. This case study delves into how Gusti Leather, in partnership with refive, embarked on a transformative journey to redefine retail engagement, bridging the gap between the digital and physical realms through a pioneering digital receipt solution.

The Challenge: Navigating the Digital-Physical Divide

As Gusti Leather expanded its horizons from the digital landscape into brick-and-mortar stores, it faced a quintessential challenge: translating the rich data insights and personalised customer engagement of online shopping into the physical retail environment.

Key challenges included:

• The anonymity of in-store customers, with no avenue to personalise interactions or capture vital purchase behaviours and preferences
  
• A lack of direct feedback mechanisms within physical stores, hindering the ability to gauge and enhance customer satisfaction
  
• The absence of a system to seamlessly capture customer contact details and consent for post-purchase engagement, crucial for sustaining long-term customer relationships

The Solution: refive’s Digital Receipt Revolution

Gusti Leather introduced its digital receipt seamlessly through the refive’s existing integration with its POS. The user-friendly receipt, accessible via a static QR code at the checkout, enables customers to open their smart receipts on mobile browsers, fostering engagement through feedback, marketing opt-ins, and access to special offers. Key features of the solution include:

• Frictionless experience: A simple QR code scan brings customers to an interactive digital receipt in the mobile browser where they can engage with the brand beyond the point of sale.
  
• Customer-centric incentives: By offering extended product warranties, subsequent purchase coupons, and product care tips, Gusti Leather incentivises customers to embrace the digital receipt, enhancing the customer experience.
  
• Seamless and sustainable: The solution requires no additional hardware, adhering to Gusti Leather’s sustainability ethos while ensuring a hassle-free rollout across three countries.

The feedback from our customers has been overwhelmingly positive. They appreciate the simplicity, sustainability, and the chance to engage further with us. This initiative has not only enhanced our customer experience but has also aligned perfectly with our sustainability goals.

– Verena Teller, Store Manager at Gusti Leather Berlin, Rosenthaler Platz

Implementation: A Blueprint for Success

The implementation process was a testament to strategic planning and collaboration:

1. Proof of Concept: A rapid setup in a Berlin store validated the technical and operational feasibility, setting the stage for a broader rollout.
2. Staff Engagement: Comprehensive training sessions equipped staff with the knowledge and incentives to champion the digital receipt, ensuring its successful adoption.
3. Broad Rollout: Within weeks, the digital receipt system was live across all 29 stores, thanks to the efficient deployment of QR code technology and the headless nature of the refive software.

Impactful Results: A New Era of Customer Engagement

Since the rollout of the refive solution in October 2023, Gusti Leather staff and customers have become increasingly comfortable with the digital receipt experience, resulting in steadily increasing rates of viewing and engaging with the receipt.

The adoption of refive’s digital receipt solution marks a pivotal shift in Gusti Leather’s approach to in-store customer engagement, laying a solid foundation for improved customer retention and loyalty:

• Quick Adoption and Engagement: Gusti Leather has seen an impressive uptake of the digital receipt, with an average of 21% of store customers engaging with the platform. Notably, some stores have seen engagement rates soar to over 40%. This rapid acceptance underscores the digital receipt’s role as a critical component of the customer experience in Gusti Leather stores.
  
• Unlocking New Opportunities for Customer Retention: The digital receipt platform has proven to be a powerful tool for Gusti Leather, not just for capturing immediate post-purchase feedback but also as a means to foster ongoing customer relationships. With approximately 41% of customers who choose to save the digital receipt opting in for marketing communications, Gusti Leather has unlocked a direct channel to re-engage customers, inviting them back into both online and physical stores with tailored content, updates, and offers.
  
• Strategic Data Utilisation for Enhanced Engagement: The significant volume of data collected via digital receipts—over 2,300 newsletter signups and 2,200 feedback submissions within just five months—provides Gusti Leather with invaluable insights into customer preferences and behaviours. This wealth of information is being strategically leveraged to not only personalise communication and offers but also to design targeted retention campaigns. These efforts aim to not only bring customers back but also deepen their connection with the brand, encouraging loyalty in a competitive retail landscape.

Next Steps: Elevating the Customer Journey with refive

Building upon its successful digitisation initiative, Gusti Leather is poised to further capitalise on refive’s technology to elevate the customer journey and foster deeper brand relationships. Here’s a concise look at the next phase of digital customer engagement:

• Product Insights: Gusti Leather will introduce refive’s Product Assistant to enrich the shopping experience. Customers will access detailed product information and recommendations, reinforcing the brand’s commitment to transparency and informed purchasing decisions.
  
• In-Store Comeback Campaigns: Leveraging refive’s offers feature, Gusti Leather aims to launch targeted campaigns to entice customers back into stores. Personalised post-purchase offers via digital receipts will drive loyalty and repeat visits.
  
• Remarketing to In-Store Customers: Utilising data from digital receipts, Gusti Leather plans targeted remarketing campaigns to engage in-store customers online. By tailoring content to purchase and feedback data, they’ll bridge the online-offline experience gap, ensuring a unified brand journey.

A Future of Continuous Innovation and Customer Centricity

The roadmap laid out by Gusti Leather, in collaboration with refive, underscores a shared vision of leveraging technology to create more meaningful and personalised retail experiences. As Gusti Leather continues to innovate and expand its use of refive’s platform, it reaffirms its position as a leader in the D2C retail space, committed to excellence, sustainability, and customer satisfaction. With these initiatives, Gusti Leather is not just adapting to the future of retail; it is actively shaping it, promising a retail environment where technology and tradition converge to create unparalleled customer journeys.

If you want to learn more about how you can connect with your in-store customers and attribute their purchases to marketing actions, get in touch today for a free demo.