ick and collect, enhance its mobile offering, and improve customer engagement. “We have really big challenges ahead and we’ve got a very long way to go with certain things,” Duncan said at the SLI Connect event in Sydney. “One of those is loyalty. The loyalty program that we have instore doesn’t work online, we need to fix that and we’re working on that. Mobile, we do have a mobile responsive site, but it’s not great, again we need to make some changes there, and click and collect is also on our radar. We’ve done the technology, but we need to rollout the process,” Duncan said. “It’s really interesting we haven’t got [social] right and it’s still something to be solved, but it comes after loyalty to me. I’m not saying it isn’t important, I am saying that loyalty is the biggest thing on our agenda now.” According to Duncan, 85 per cent of the retailer’s customers live within 3km of a store, making them a major drawcard for customers against international competitors such as Victoria’s Secret. Bras N Things’ website is used more as a search tool by customers, and the store finder is one of its most visited pages, with customers from its 1.5 million database of members commonly searching sizes, ranges, and colours, among the 2000 items available online. “We use our stores very strongly in online. It’s a really high number that research online and buy instore, and it’s great. We love when we hear stories about customers that have received the EDM and go instore and ask to try it on. We want to capture them as quickly as possible because from the website to going into store they could get captured by another EDM or walk past a Myer or David Jones.” This story first appeared in Inside Retail PREMIUM issue 2040. To subscribe, click here.