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Moss Bros mulls digital showroom to access the north of the UK

Moss Bros is looking at opening digital showrooms in order to improve customer experience and access to the retailer outside of London.

Chief marketing officer Neil Samson said small showrooms represented a “big opportunity” for the brand as they would give shoppers access to the product without the expense of opening a large store.

“Show rooming will work. M&S and House of Fraser have attempted it and have done well. We could have smaller spaces with a selection of the range. Customers can try on different sizes and then change the colour or cut online and either collect their suit the next day or use our delivery service.”

Along with the showrooms, the business is considering opening a central hub to serve geographical locations across the UK.

Samson said: “The business is very London and South East-focused. It’s a great opportunity to access different markets. We know that if you put a physical store down in an area, online sales there soar- it’s the halo effect. We could have an industrial unit in Warrington for example and we could deliver to Liverpool or Manchester in 90 minutes.”

Moss Bros has recently overhauled its online service, with click and collect and home delivery for hired suits being the latest development.

The company has also installed a fit engine on its website, controlled and tested by digital experience management company Qubit, which recommends varies styles and cuts of suit depending on the customers measurements. The system aims to reduce returns and improve customer service. A new live chat function to the site gives an immediate response to customer queries.

Samson said: “Over the last two years ecommerce has become a real focus for us. We are committed to increasing order value and minimising returns, so it’s all about testing different methods. The saying “we like to fail fast” is accurate - success and failure go hand in hand, if you’re not failing you’re not doing the job right.”

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