How Frank & Oak is Going Omnichannel

Retailers are investing time and resources into finding solutions that merge the online and offline shopping worlds. The growth of smartphone adoption — along with consumers’ propensity to use the devices to shop — is the catalyst behind this trend. According to a recent study from Tulip Retail, 80 percent of consumers expect sales associates to use mobile technology on the sales floor within the next two years to service them better.

Frank & Oak, a retailer of men's apparel and goods, is apparently listening to consumers. The company implemented a tablet solution from Tulip Retail in its Toronto flagship store earlier this month. In this exclusive interview with Retail Online Integration, Ethan Song, CEO of Frank & Oak, and Ali Asaria, CEO of Tulip Retail, discuss how arming the store's sales associates with a mobile solution is helping affirm Frank & Oak's status as an emerging omnichannel brand.

Retail Online Integration: Why does Frank & Oak believe it's important for its in-store style advisors to be equipped with mobile devices?
Ethan Song: We want to provide a more personalized and organic experience for our shoppers. With Tulip's mobile solution, our style advisors are able to access a full customer profile and past purchase history, which helps them better serve shoppers. They can also refer to a complete product catalog, which gives them much more to offer shoppers than simply what's on the shelf in-store, and close a sale using the same tablet.

ROI: What are some of the ways that Frank & Oak Style Advisors will be able to help in-store shoppers via their tablet devices?
Ali Asaria: Style advisors can access the complete Frank & Oak product catalog with detailed product information and inventory levels; access shopper profiles, including past purchases and available store credit; and leverage the point-of-sale integration that can ring up a mix of in-store and online purchases.