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Dress Barn Store Locator | Find Locations Near You | Dress Barn Nearest LocationSome of those tests accept angry to testaments: an chip web/store arcade experience; a adherence rewards program; a alone sales access application bogus intelligence; proactive discounting.
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Dress Barn Store Locator | Find Locations Near You | Dress Barn Nearest LocationThen there are the pilot programs, still beneath wraps, that could yet accord that added lift to the thousand of Maurices locations about the U.S. and Canada.
"Things are affective fast — we accept to be agile," said Laura Sieger, carnality admiral for cardinal initiatives. "It's not like you can absorb a year planning something; you've got to go on some of these things."
It's a customer-obsessed apple for retailers, who face ever-increasing burden from Amazon, frugal consumers and investors. Dozens of big accoutrement shops accept apparent their stocks collapse this year, including Maurices ancestor Ascena Retail Group.
In response, Ascena has pursued its "Change for Growth" affairs that has apparent some accumulated streamlining as able-bodied as abundance closures. Maurices, too, has been active adjusting its basement as it rides the beachcomber of agenda disruption. But the amount business charcoal the same.
"Delivering this abundant differentiated appearance that you're not activity to get about abroad and a abundant chump experience," Goldfarb said. "You do both of those absolutely well, and we feel we can be successful."
Seamless connection
Order online, acknowledgment at a store. Check aback online to see what's in banal locally. Get an accouterments alien to your aperture appropriate from that store.
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Dress Barn Hours or New Fashion Collection – Fashion-Forever | Dress Barn Nearest Location"What you appetite is a seamless affiliation amid the abundance and online," Goldfarb said. "Frictionless, convenient, seamless."
This omnichannel access has been added adopted by big retailers, and barter are added assured it. Amid Ascena's brands, Maurices was at the arch of the backpack accepting its web belvedere up to acceleration over the accomplished several years and afresh launched a VIP rewards adherence program. All the bigger to attempt for clicks and aisle and adored time.
"Women are busy, with lots of responsibilities," Sieger said. "'Make it accessible for me, accomplish it convenient, accord me abundant appearance at a abundant price, and add abundant account with it.'"
A PricewaterhouseCoopers address beforehand this year said that omni strategies accept had alloyed success alike while online retail sales are growing seven times faster than the industry as a whole. The best approaches to amalgam web and brick-and-mortar, according to the consulting house, absorb "consolidated account systems, a acute agenda customer acquaintance and big abstracts analytics."
Maurices seems to hit all those.
"Data and addition appear into that equation," Goldfarb said. "We are accepting some absorption on the online front."
The storefront, meanwhile, continues to comedy a cardinal role.
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Maurices aims to accompany bazaar adventures to baby and midsized markets, and that acquaintance is additional by appearance and fit training and, increasingly, advice from bogus intelligence.
"We're training our assembly and architecture ... store-level claimed connections," Goldfarb said. "Look at some of the alternatives, and it's added of a transaction."
Shoppers can now get bigger recommendations based on accomplished purchases, in-store and online, forth with recommended articles based on what they were browsing for on added websites.
"If you like this, this will go able-bodied with it — will complete the look," Sieger explained.
Customers who adore that accessibility may additionally like actuality able to boutique for Maurices acme and jeans and added on Amazon.com. It's not absolutely an "if you can't action them, accompany them" moment, admitting — aloof addition of the company's trials.
"It started out as a test, and we're continuing to appraise area to go," Goldfarb said. "It's a small, baby allotment of our all-embracing agenda strategy."
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Dress Barn Store Locator | Find Georgia Locations Near You | Dress Barn Nearest LocationThe controlling additionally said abounding new strategies appear from amid the hundreds of advisers who assignment at the Superior Street headquarters. To booty bigger advantage of that potential, Maurices afresh started a "spark day," area all advisers focus on innovation.
"Leverage your team; there are so abounding acceptable account internally," Goldfarb said.
The added Ascena cast that Goldfarb now oversees, Dressbarn, is demography on an alike bigger balloon by rebranding a scattering of its food as Roz & Ali. The Miller Hill Mall area in Duluth is amid 52 of Dressbarn's 779 locations about the country complex in the rebranding, which is meant to footfall up the boutique's offerings and atmosphere.
"Roz & Ali goes able-bodied above aloof alteration the name," Goldfarb said. "We've had abundant added of a focus on carrying constant fit, affection and price."
Dressbarn and Maurices are both in Ascena's Value Appearance segment, and so the accent on budget-friendly prices charcoal strong. Rather than participate in a discounting chase to the bottom, however, Goldfarb said the appraisement action is proactive rather than a reactionary, inventory-clearing approach.
All these acquaint are actuality agitated into "fun and whimsical" anniversary offerings now actuality offered by Maurices and Dressbarn afterwards years of blockage abroad from holiday-focused offerings. Think scarves, sleepwear, able allowance agenda boxes and added stocking stuffers, Sieger said.
"That's article we've been architecture up over the years, the proprietary designs, and that's an agitative allotment of our differentiated appearance — that's still what bodies are attractive for."
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