We are soon launching a new mobile app that will enable us to extend the user experience, providing a more stable environment and be a more flexible platform allowing us to build more functionality and product offerings going forward, leading to an overall better digital experience.
Our technological pursuits are grounded in elements of our brand repositioning – we invest in platforms and technology that help improve our fit, enhance our merchandising strategy and remove friction from and enable the shopping experience.
How does DXL use innovative technology to enhance distribution and fulfillment?
We understand speed is critical for the customer, and we know customers want to shop on their terms. They might browse our app, engage with us in store, buy online and pick up curbside, be in store and have apparel shipped home or be online and have apparel shipped from our distribution center to the store.
However, customers don’t need to worry about the layers of complexity behind the scenes. Being able to fulfil the customer need efficiently starts with the pursuit of real-time inventory, across our stores, our distribution center and our drop ship partners. A customer might order a few items to build an outfit, and they could all be coming from different locations across the country in some cases, to optimize for convenience and speed for fulfilling the need.
This flexible, dynamic algorithm for filling a customer’s order was key to keeping the inventory flow during the height of the pandemic when our stores were closed to walk-in customers. Our dedicated store managers have also helped us create mini-warehouses of our stores all across the country, picking and shipping digital orders from the inventory they have on the sales floor, playing a key role in helping us deliver a truly omnichannel experience.
Can you discuss any plans for the 2021 holiday season into early 2022?
We are hopeful this holiday season is about getting together with your loved ones after not being able to celebrate in 2020. This holiday season, we will definitely be communicating the importance of shopping earlier than ever, due to supply chain challenges, global inventory levels, ocean freight capacities, and shipping and delivery issues spurred by the pandemic.
Going forward, we plan to continue investing heavily in digital marketing, technology to empower the customer experience, and our focus on creating personalized experiences for our customer to engage them through their journey. Personalization is evolving from showing a customer specifically what he might want, to storytelling with them in a way and showcasing relevant product to create the want.
Throughout our marketing we will continue to build on our values of inclusivity and diversity by featuring more customers in our marketing, and represent a broader range of body types. We’re doing this by leveraging much more user-generated content from customers who have engaged with us via social media, allowing us to focus on individualized and authentic content. With this, we are able to connect even more with the big and tall community in relevant and meaningful ways which we theorize will translate into building a loyal community for years to come.