Flow User's Voice

Triumph_logo

Triumph International Japan Ltd.

Every journey needs a first step.  Many brands consider data activation to be a vital way to improve sales but are uncertain how to actually use their collected data.  Some concerns we hear from prospective clients during our initial consultations were usually about being left in the dark after they sign the contract.  These remarks were usually based on their previous experiences with other data analysis companies where they were given some innovative toolbox but not a variety of suggestions or a customized guidethrough.  Here is our experience with Triumph International Japan Co. Ltd and how we together resolved this concern of being able to effectively utilize their retail data. We spoke to Mr. Tamura and Mr. Asakura, of the Store Operation Department at Triumph. 

Right: Mr. Ikuhiro Tamura, Senior Manager, Store Operation Department, Operation Division, Triumph International Japan Co. Ltd.
Left: Mr. Masaru Asakura Store Operation Department, Triumph International Japan Co. Ltd.

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Functionality and Comfort

Triumph is one of the largest retailers in Japan. It was originally established in 1964 as a Japanese subsidiary of Triumph International but has developed their original style and has created long seller products such as the "Angel's Bra" and the "Koi Suru Bra" (the “fall-in-love” bra). Triumph International Japan has stores in more than 120 countries and continues to provide women with products that combine functionality, comfort, and design.


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Issues with previous platforms

Triumph International Japan`s marketing and development teams are both extremely talented in both creating and promoting their products. However, they felt that they lacked data when it came to measuring traffic, especially in their physical stores where most of their purchases and customer experiences took place.  Triumph wished to know how many of their prospective customers actually ended up purchasing a product during sale events and dates near the release of their new products.    

Triumph originally used a different platform to measure the number of customers. They quickly realized that there were some complications with the implemented system and that the data was in fact, impractical.  

Mr. Tamura felt restricted by their previous system due to a number of reasons.  The list goes on, but the main two reason were: a lack of customer support and a confusing user interface. He was looking for an interactive company willing to work with their clients and a clean, easy to understand platform that could be accessible and used by all team members regardless of their position. 

Improvements with Insight

Triumph felt that going forward, they should focus more of their attention on their data and ways to better incorporate them into their goals. 

Mr. Tamura confided to us that one of the major determining factors that tipped the scale for them was how easy Flow`s was to incorporate with their existing hardware.  Some other factors that put us at  the top of their list during their selection process was our high price performance ratio and incorporation of artificial intelligence to predict KPIs.  Flow formulated a flexible and customized plan that first started with collecting precise data and setting a solid base. Then came the more complex analysis such as counting traffic outside the store and calculating the engagement rate.  Triumph is planning to add a VMD+ solution which measures the engagement effect of displays within the store.

 

 Progress with Flow

① An Easy to Understand Interface

Interfaces are often unnecessarily complicated and contain features that create knowledge gaps between user groups.  Flow Solutions uses innovative, cutting-edge technology to offer sophisticated data analysis, but strives to be simple to use as much as possible.  Since we have a diverse team, we know that not everybody is a tech wizard, but everybody still needs to be familiar with the system in order to have a strong team.  Flow`s interface includes a help button where users can read what each term stands for or even watch a short video clip. 

② Ready-to-use, real-time customer data

On the platform previously used by Triumph, customer data was only available the day after, but with InSight, you can see the number of customers in real time, and so store staff have more data available to them, to inform their decisions.

③ Eliminating unnecessary complications

Interfaces are often unnecessarily complicated and contain features that create knowledge gaps between user groups.  Flow Solutions uses innovative, cutting-edge technology to offer sophisticated data analysis, but strives to be simple to use as much as possible.  Since we have a diverse team, we know that not everybody is a tech wizard, but everybody still needs to be familiar with the system in order to have a strong team.  Flow`s interface includes a help button where users can read what each term stands for or even watch a short video clip.

④ Increased data accuracy

InSight has a support system that actively corrects data when the customer's data could not be counted, or when there was an abnormal value in the raw data, improving the accuracy of the data set. This prevents our clients from making decisions based on false data.

Future Strategy

① Using data to improve sales
② Increasing customer satisfaction
③ Developing human resources using the support system

Mr. Tamura told us that Triumph effectively manages their staff utilizing Flow`s system. Furthermore, with VMD+, they were able to quantify the effect of the product layout and consider the sales floor from a marketing viewpoint.  Mr. Tamura further stated that their team was able to link it to the visit rates and purchase rates, but of course there is always room for improvement.  He plans to best utilize the system and continue to make educated guesses based on hard, reliable data. 

Mr. Asakura stated that he plans to  devise ways to promote the use of the interface for a multitude of employees for even deeper data analysis.  A good system is only as good as the people using it.  The more people understand the interface, the more discoveries!  

According to Mr. Tamura, they would ideally hold training sessions and onboarding exercises online. He plans to use Flow Academy in the future to deepen their employees' understanding of store data and operations.

Flow has held several interactive workshops where Triumph employees were able to ask any questions or share their concerns with knowledgeable staff members. Since the initial launch date in October 2018, Flow will continue to prepare as many of these sessions as possible to deepen our understanding of what Triumph employees need to best perform their daily and long term goals as well as sharing some tips to better utilize Flow`s system. 

 

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 A photo from an interactive workshop held at Triumph`s head office

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Triumph was established in 1964 as a Japanese subsidiary of Triumph International, an inner wear manufacturer with stores in more than 120 countries. They have developed popular products such as "Angel's Bra" and "Koi Toru Bra". They aim to provide products that combine functionality and comfort.

Triumph Official Site:
https://jp.triumph.com/

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