The Wacoal Omni-Channel Strategy
Innovation Strategy
Wacoal Corp. has identified the three years through to fiscal 2022 as a period for transforming into one of the world’s leading companies in the aggregation and utilization of data on customer physiques and preferences. To cater flexibly and rapidly to our customers’ diversifying purchasing behavior, we are using digital technology to establish innovative in-store services and to develop a differentiated omni-channel strategy that seamlessly integrates stores and e-commerce.
Going forward, we will establish a service network that competitors cannot match by developing strategic omni-channel stores nationwide. We will also create new products and services based on the multifaceted personal data on customers that we have accumulated. Through these initiatives, we will build deeper, broader, and longer relationships with each customer; heighten our brand value;
and ensure growth.
The Wacoal Omni-Channel Strategy
Customer Service
3D smart & try is a new service that helps customers find the optimal brassiere from among the many varieties available. Through the use of a 3D body scanner and AI-enabled customer service, both of which were independently developed by Wacoal, the service suggests products that reflect each customer’s size, physique, concerns, and design or silhouette preferences. Over the coming three years, we will introduce into stores 100 3D body scanners, thereby creating an environment that closely reflects the needs of, and is perfectly suited to building deeper, broader, and longer relationships with, each customer.
“Our AI-Enabled Customer Service”
The stress of choosing a brassiere is diminished significantly, and customers experience a new way of purchasing brassieres.
- Includes a large amount of product information and has learned the beauty advisor customer service techniques that Wacoal has accumulated to date
- Recommends products based on size and physique characteristics that have been identified by the 3D body scanner
- Enables the filtering of products to reflect each customer’s concerns or design or silhouette preferences
- Facilitates objective checking of changes in physique silhouette by enabling the comparison of
- 360-degree physique measurements with past 3D measurement data
“Our Leading-Edge 3D Body Scanner”
As customers can take measurements themselves, the scanner allows those who would prefer not to interact with store personnel to visit stores and determine their sizes without any anxiety.
- Measures the size of approximately 1.5 million points on the physique and identifies physique characteristics in just five seconds
- Enables the selection of the optimal brassiere size for each person by measuring not only the circumference but also the volume of the bust
The 3D smart & try Measurement Process
1. Measurement using the 3D body scanner
In a private room, the customer puts on a dedicated brassiere and takes measurements by following the instructions provided.
2. The use of a tablet computer to check the 3D measurement data
The measurement data can be checked from a 360-degree range of angles. The customer can view their physique characteristics categorized into six segments and compare the data with past measurement data.
3. AI-enabled recommendation of optimal products based on the 3D measurement data
The customer selects preferences or concerns, and AI uses these together with the measurement data to recommend optimal products. If the customer feels unsure about anything, it is possible to receive a consultation from a beauty advisor.
4. The printing out and keeping of data on measurements and recommended products
Depending on the sales channels that are convenient for the customer, products best suited to the customer
can be purchased at stores other than the one where measurements were taken or through e-commerce websites. Going forward, we will link the 3D smart & try service with personalized apps to offer a service that caters to the customer’s needs even more precisely.