How REISS transformed the customer experience with Maze

Having used Maze for almost a year, the great fashion house REISS have seen several positive changes within their stores. They now understand their customers on a deeper level, they get daily feedback that they use to improve, and the Maze app creates a real buzz among the frontline store teams.

Reiss is a modern fashion house and retail chain, offering attainable luxury collections of unwavering elegance. This English brand was born in 1971 and have been growing their brand and retail chain ever since, and today they operate 160 stores in 15 countries. To keep evolving and create better customer experiences, they decided to start using Maze at the start of 2024. 

We met Global Retail Director Luci Vardy and Store Manager Adam Bracewell, who were both very excited to talk about their experience with the Maze app. 

The decision to use Maze 

Every retailer understands that the customer needs to be the top priority. But only some chains truly know their customers’ needs and wants.  

”The customers have always been and will always be at the heart of every decision we make and everything that we do within REISS, says Luci Vardy. When we found Maze, it felt quite rare and unique, and it soon became an obvious solution for us. It was the only platform that we felt truly got to the root of our customers’ feedback and how they experienced their store visit.”

I would go so far as to say it’s the most engaging app or new platform that we’ve launched during my time at REISS

Luci Vardy, Global Retail Director at REISS

Collecting feedback is great, but what matters more is how you make use of it. 

”We knew right away that it was going to give us that raw, rich data to enable us to make great decisions to enhance the customer experience. I would go so far as to say it’s the most engaging app or new platform that we’ve launched during my time at REISS.”

Using insights to grow conversion rate 

Growing your store is about always learning and developing. This needs to be a continuous job, not only something that gets priority a few times a year. 

”What I love about Maze is that I get to see customer interactions every day, says Adam Bracewell, Store Manager. I get to see what customer feedback looks like on a daily basis. Instead of just having a single snapshot in time, I gain a much broader view of what my customers are saying about the service they receive.”

The people at REISS have always understood what they need to prioritize to drive more conversions, but seeing the numbers made it easier to focus. 

”For us, we know it’s the fitting room, and it’s always been the fitting room, Adam says. Even when it wasn’t part of a mystery shop score, we saw a significant increase in conversion rates when the fitting room service was improved. So, when I see that someone had a sub-par experience, I know that we can improve and thereby increase enjoyment and additional revenue.” 

Increasing engagement and unlocking superpowers 

Sometimes, implementing a new system chain-wide is tough to learn and use effectively in the store teams. 

”Because of how easy it is to use the app, everybody’s using it. I genuinely do see teams within our stores desperate to get on the app in the morning to see if any new feedback has been left, or which of their team members have been called out by name, or who’s been recognised by colleagues or managers, says Adam.”  

Work oftentimes becomes much more enjoyable when you know that what you’re doing is working and you understand what other people expect from you. 

”It’s creating a high and quite a buzz in the stores. It’s given us additional tools, insight, and information which has enabled us to level up our service in the way that the customers actually want us to do, rather than us guessing. It’s a really great new experience for us.”

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Reiss is a modern fashion house and retail chain offering attainable luxury collections with unwavering elegance.

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