- Industry:Apparel & Lingerie
- Store network: 100+ stores (high street & shopping malls)
- Solution: LiveCrew: real-time customer feedback from sales advisors
THE CHALLENGE
This major apparel retailer operates in one of the most complex product categoriesin retail:
- Extremely complex sizing (30+ sizes, multiple shapes, colours, and models)
- Strong pressure to reduce stock while maintaining sales
- Uncertainty around store clustering and assortment relevance
- Limited insight into missed sales and non-buying customers
- Buyers relying heavily on intuition for forecasting and size grids
WHY LIVECREW
LiveCrew was selected to objectify decisions and reconnect product, merchandising, and retail teams with real customer needs.
It enabled the retailer to:
- Capture structured feedback from sales advisors in real time
- Identify missed sales and unmet needs
- Align headquarters and stores around shared facts
- Move from intuition to data-backed decisions
DEPLOYMENT
- Selected 50 stores across all clusters
- Mix of city sizes and retail formats
- Strong involvement of store teams and regional managers
- Questionnaires built collaboratively with Purchasing, Marketing, Retail and LiveCrew
- Continuous sharing of results to keep teams engaged
IMPACT AFTER 4 MONTHS
1. Organization-wide adoption
All involved departments requested to continue using LiveCrew and were already relying on its insights.
2.Smarter product decisions
By cross-referencing sales with missed sales, teams adjusted:
- Size grids
- Model mixes
- Colour assortments
3.Store clustering optimization
Customer feedback helped challenge existing clusters and adapt assortments more precisely.
4.Cross-category performance
Insights were used to improve cross-selling between lingerie and swimwear, and to train sales advisors accordingly.
5.Offer simplification
Collections causing cannibalization were identified and streamlined, while new high-demand models were added.
6.Launch of a new swimwear category
LiveCrew helped teams understand real customer expectations for a new swimwear category, clarifying use cases and key features.
This allowed product teams to:
- Make faster decisions
- Avoid costly focus groups
- Accelerate product development based on real in-store feedback
AI-POWERED INSIGHTS
Over 30,000 qualitative feedback were collected with 26,000 verbatims.
LiveCrew’s AI grouped feedback by themes, ranked priorities, and enabled advanced search by customer needs.
Next steps include automatic summaries and customer personas.
KEY BENEFITS
- Data-driven product and buying decisions
- Better assortment relevance by store
- Reduced internal debate
- Faster innovation cycles
- Stronger engagement of sales advisors
