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Nordic fashion house Tiger of Sweden, powers improved customer experience with drive for omni-channel

Tiger of Sweden: rapid move to omni-channel

Iconic Nordic fashion brand Tiger of Sweden has, like many retailers, been forced to unify it commerce offering and become more omni-channel – at speed. It also wanted to add a digital loyalty programme and improve PoS in its stores.

In a surprisingly rapid move, the retailer has done just that, implementing an omnichannel solution from global point of sales and Unified Commerce platform provider, Sitoo, across its store estate.

With a heritage in high-end tailoring, Tiger of Sweden was founded in Stockholm in 1903.  For more than a century the fashion house has stood for style with purpose.  While it originally focused on suits and tailoring, the brand has evolved to range premium ready-to-wear fashion and accessory collections for both men and women. 

As well as two UK own-brand stores in the upmarket St James and Marylebone London, Tiger of Sweden collections are also carried in 1,200 stores globally, including Selfridges and Harvey Nichols, as well as being sold direct via its successful ecommerce platform.

Recognising the need to accelerate its omnichannel capabilities and improve customer experience, Tiger of Sweden – which shares its IT department and POS system with Scandinavian womenswear brand By Malene Birger – became increasingly frustrated with its legacy PC-based system. 

It wanted to find a modern solution that would help it deliver unified commerce to their customers, whilst simplifying its IT architecture, as Rod Kilgour, CIO at Tiger of Sweden, explains: “Our previous system was cumbersome, incredibly clunky to use and not intuitive at all.  Anyone using the old system always had to go through so many steps to do simple things.  For example, when we tried to increase our loyalty scheme membership, we had to leave one system, go into another, and it felt like there were about 50 different steps to do something that should just happen.”

As well as seamlessly implementing its loyalty programme into its point of sale (POS) solution, Tiger of Sweden also wanted to be able to integrate Salesforce Commerce Cloud, which it uses as its eCommerce platform to improve its omnichannel capabilities.

Partnering with Sitoo, it went live across 38 stores in six different countries on the same day – a roll out not only made possible by support from Sitoo but completed by the store staff themselves. 

Kilgour explains:  “In comparison with our previous POS, the interface is so easy to use and the user experience is night and day compared with traditional systems. Sitoo is fast to learn and it’s easy to pick up all of the functionality.  It’s a totally different experience when you walk into a store without a cumbersome cash register.  There’s no sign that you’re going to be sold something so it’s all about the customer experience.” 

As well as improving IT efficiency and simplifying the IT architecture by being cloud-native, requiring minimal customisation, and having out of the box integrations, Tiger of Sweden’s partnership with Sitoo, which recently won Best In-store Innovation in the Retail Systems 2021 Awards, will also deliver a significant cost saving from an IT perspective.

Jens Levin, Sitoo CEO and co-founder, says:  “In the past 12 months we’ve seen how important cutting-edge technology is for retailers who are serious about success.  Retail is always going to be in a state of constant change.  What the best technology solutions do is allow retailers to keep pace with this change and meet the expectations of their customers.”

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