The ‘Shapewear Cocoon’ concept was born when forty-three executives and managers from its Singapore office participated in a 3-day training module on service innovation called ‘WSQ Set Up and Implement Systems and Strategies that Support Service Innovation’.
The programme is designed to increase customer-orientated service levels in its staff to international standards, where participants from Triumph learnt to implement management practices and procedures that promote innovation and learning opportunities within the organisation.
Through the course, the team developed a new Shapewear training programme that has been accredited under WSQ. “Shapewear Stylists” as graduates of this programme are called, will be trained in a new “Total Solution Strategy”, moving away from traditional selling methods and instead creating a personalised consultancy experience in introducing the right shapewear to customers.
They enhance the customer experience by combining technologically-assisted service delivery with a customised consultancy. Customers are given a personalised assessment of their figures coupled with visual aids such as “Before and After” images through an iPad and given value-added tips such as breast and butt firming exercises.
Recognising that excellent customer service continues long after the sales transaction, Triumph has implemented aftersales services incorporating service calls and personalised shaping journeys, with discount vouchers given to encourage repeat visits.
To further encourage women to find out more about their body shape, Triumph’s activation ideas included radio channels, bus shelters, mobile bus clinics and a national shape challenge. The team came up with the idea of a Mobile Shape Clinic where a truck was converted internally to house a fitting room, consultation areas and display areas and driven to key shopping malls and even offices to bring measurement and consultation conveniently to customers. The activation programme culminated in a major ‘Shape Sensation Challenge’ at an outdoor event at Ngee Ann City Civic Plaza.
Video testimonials by women of different body shapes were also launched in TV commercials to share how Shapewear has helped transform them to their ideal figures and regained their confidence. The testimonials focused on body ratios and not on weight, gaining credibility and confidence with the target audience.
The transformative way that Shapewear has reached out to its audience tripled sales compared to the same period in the previous year. It also doubled the number of new customers in memberships and increased the number of younger members recruited.
Said Doy Teo, Director of Triumph International Singapore, Malaysia and Indonesia on the WSQ programme that led to the success of the campaign, “As an authentic maker of female lingerie, we're in constant pursuit of crafting memorable consumer touch points to transform their experience and engage them at emotional level.”
For more information on PRISM and the WSQ Set Up and Implement Systems and Strategies that Support Service Innovation programme, click here.
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