Our client, Hunkemöller is Europe’s leading, multi-channel lingerie brand. One of the key features of their strategy is to deliver World Class Service, consistently in all of their stores. This is no mean feat when you consider they have over 800 of them across 23 countries Hunkemöller asked us to help deliver a training programme that would inspire their staff, whilst giving them the practical tools they needed. The aim being to make sure that every customer really experienced World Class Service, across all parts of their journey within the store. We worked closely with a cross-functional, multinational team to explore what was working well, what wasn’t and how to bridge the gaps. We reviewed the market and identified best-practice in relation to customer service and then brainstormed what would work for Hunkemöller in real-life scenarios.
Bringing World Class Service to life
Breaking down the customer journey into key stages was key to making the training practical and realistic. It also meant that Hunkemöller could show staff how to maximize opportunities to cross and upsell at the right moments, in a natural and friendly way. We created a 60-minute journey that captured real-life situations and showed staff how to deliver World-Class-Service at every stage of the journey from the ‘Welcome’ to the all-important cash-desk experience. To really engage staff and make it as genuine as possible, we auditioned for real-staff to star in the video and dressed the internal concept store to look like a real Hunkemöller store. We briefed the video team and created the storyboards, scripts and shot the video over a 3-day period. We then worked with the video team to edit and create a full-length version, as well as shorter videos that separated out each stage of the customer journey, so that store teams could focus on a particular area of training. The video was translated into 6 languages and delivered via the web, smartphones and tablets.
WCS 2.0 – a successful and evolving programme
We first worked with Hunkemöller on World Class Service in 2013 and in 2016 they asked us to help take this concept a step further. Having established a culture that was focused on delivering exceptional service, they felt they could further enhance the experience. We were briefed to create WCS2.0 which would train staff on how to make ‘genuine contact’ with their customers. Rather than be fully scripted, staff would have ideas on how to mix up their approach and service, to be more natural and suited to the individual customer and trading season. With the original World Class Service firmly established, as part of the Hunkemöller academy, the new video would be scripted to complement this in a fun, practical and very useable way.
ATV increases of 100% are just the beginning
The initial trial in a store in Berlin, using the video training, saw ATV increase by 100% and since the launch the KPI’s for ATV, UPT and conversion have all increased across store. The fitting room was identified as a key part of the customer journey and great service here can lead to significant conversion. Overall, World Class Service has become firmly ingrained in the culture of Hunkemöller and is now used more widely across other areas of the business, including the online store, the app and customer service teams.
A new concept fitting area in Hunkemöller’s Antwerp flagship store.