
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.
- People:
- Ali Asaria
- Ethan Song
- Places:
- Toronto

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.