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Tailored Brands Taps Omnichannel Startup to Revolutionize How Men Shop

Tailored Brands is looking to transform the way men shop both online and offline with a new personalized and high-tech shopping experience.

The men’s specialty retailer and its subsidiaries, including Jos. A. Bank and Men’s Wearhouse, inked a partnership with omnichannel startup Hero to initiate a phased rollout of Men’s Warehouse Live and Jos. A. Bank Live, a new customer service experience that connects online shoppers with brick-and-mortar sales associates in real time. The new experience is designed to help online consumers find the apparel and footwear they want, while providing them with the same tailored experience they would receive at a store location.

“We have always been committed to delivering world class customer service with expertly guided, easy and personalized shopping experiences. With the help of Hero’s technology, Tailored Brands will be the first men’s specialty retailer in North America to offer that same level of customer service to online customers,” Tailored Brands CEO Doug Ewart, said. “This is especially important in tailored clothing, where fit, touch, quality and versatility are top consumer concerns and are especially difficult to convey online.”

With Hero’s technology, Tailored Brands customers will receive live guidance from in-store wardrobe consultants via shoppable content, including chat, imagery and live video. The technology will enable online customers to ask questions, receive guidance on what products to buy and sizing solutions to meet their wardrobe needs. Jos. A. Bank and Men’s Warehouse associates will be able to offer advice on their digital purchasing journey and help drive incremental revenue for both subsidiaries.

In 2017, Tailored Brands launched a pilot program in key markets across the U.S. that, according to Tailored Brands, yielded a double-digit increase in average order value and prompted the company to move forward with a phased rollout. By September, more than 3,000 Jos. A. Bank and Men’s Warehouse wardrobe consultants will be connected to launch Hero. With real-time messaging and content shots live from the shop floor, associates will enable online consumers to have a digital, yet personalized shopping experience.

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“Tailored Brands welcomes and embraces the future of omnichannel retail by connecting thousands of in-store wardrobe consultants with millions of online shoppers. Today, billions of square feet of physical retail space is siloed from the fast-growth world of e-commerce,” Hero CEO Alistair Crane said. “Our partnership is redefining the role of their knowledgeable, passionate retail associates to be omnichannel, just like the customer of today.”