Hunkemöller boosts customer experience with Expertum and SAP
Expertum has developed an in-store app for Hunkemöller, Europe’s fastest-growing lingerie brand. The app, which is now used in more than 900 shops internationally, uses omnichannel technology to enhance the customer experience and upsell in-store.
Hunkemöller’s omnichannel strategy
Hunkemöller wanted to extend its omnichannel strategy with an on-site sales tool that would improve the customer experience in-store and increase upsell. Unable to find a suitable off-the-shelf solution, they approached Expertum’s SAP experts to develop a tablet-based clientele app.
With this, the app should make the complete online catalogue available in an inspiring and visually appealing way to shop associates in every Hunkemöller shop. With this, the sales potential of smaller shops will no longer be limited by their ability to hold physical stock. At the same time, the app had to be perfectly aligned with Hunkemöller’s brand and pay a lot of attention to the customer experience.
An agile mindset
An app for staff and customers on which more than 900 shops depend had to be both sustainable and look inspiring. The app was therefore developed entirely from scratch. As a result, Hunkemöller’s wishes gradually took shape and were directly included in the development process. This required a flexible approach.
Sjoerd van Middelkoop, Partner & Director Expertum NL, outlines the course of the project: “With design-thinking sessions, we made sure we had a clear picture of the required functionalities Hunkemöller needed. We built a prototype of the app and then started an agile development process to get to that result. At the same time, we remained flexible enough to incorporate changes, which were preferred, throughout the lifecycle of the project.”
“We chose the SAP Business Technology Platform because it allows us to use SAP’s UI5 technology, which fits exactly with Hunkemöller’s branding. In addition, this can also be combined with other technologies available on the platform. So this choice guaranteed stability, speed, product integration and a beautiful design!”
The app is running successfully on shop employees’ tablets in more than 900 shops. The look-and-feel perfectly matches that of Hunkemöller and functions with the speed, stability and features required for enterprise software. It also offers remote support capabilities.
Looking back on working with Expertum on the app development and implementation, Gordon Smit, Global IT Director at Hunkemöller, says the following: “Expertum is a very open organisation. They are very clear about timelines and where possible pain points are. In addition, they are very clear about the project plan. They were an excellent fit for us.”