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Personal Shopper & Staff Scheduling for "Store of the Future"

The Intro

Established in 1970, Browns is one of London’s most well-regarded luxury fashion boutiques. From its base in South Molton Street in Mayfair, Browns has developed a reputation for discovering pioneering talent in the fashion industry, discovering the likes of John Galliano, Alexander McQueen and Christopher Kane.

They were also the first retailer to bring iconic global names such as Calvin Klein, Armani, Jil Sander and Ralph Lauren to the London fashion scene.

Browns were acquired in 2015 by the innovative online fashion platform, FARFETCH, with a view to integrate the store into their omni-channel ‘Store of the Future’ concept; in which the technology traditionally applied to online analytics and customer insight would be applied to ‘bricks and mortar’ retail establishments.



Their Needs

As part of this omni-channel strategy FARFETCH were seeking a partner to deliver a bespoke booking and scheduling system to support a new personal shopping experience within the Browns stores. The system needed to deliver a seamless, and stylish, online booking journey for VIP clients, while offering an efficient scheduling solution for the stylists and Browns management. As such a well-established name in the London luxury fashion scene, the strict adherence to brand guidelines throughout every touchpoint was also of high-priority.

With the ‘Store of the Future’ concept already planned for Go Live, it was imperative that the project was delivered absolutely on-spec, and on-time.


The Challenges

  • Design and develop an online booking journey accessible to Browns account holders that would allow them to book a personal shopping experience, selecting store, date, time, and stylist
  • Ensure that the system was designed in accordance with Browns strict brand guidelines
  • Develop a staff scheduling system to ensure that stylists and management have full visibility of availability and appointments
  • Enhance both UX and efficiency through automated email confirmations to clients, with full booking details and QR code used to announce arrival at store
  • Capture essential data through the booking journey to provide valuable insight to aid the personalisation of the in-store experience


The Work

Brand Guidelines

As one of the foremost luxury boutiques in England, brand integrity is essential to the Browns name, online and offline. thinkBooker’s ability to deliver a solution that could be designed 100% within Browns strict brand guidelines was key to the success of the project.

The Work

Personalisation and Productivity

thinkBooker contributed to the ‘Store of the Future’ concept of applying technology to deliver improved productivity and enhanced personal experiences for clients, in-store and online:

  • Delivery of a seamless, omnichannel booking journey
  • Capturing essential pre-appointment data and client preferences
  • Automated confirmation, reminder and post-appointment emails
  • Automated appointment scheduling and staff allocation
  • QR code generation for client book-in and staff alerts

The Work

Staff Scheduling

The automated scheduling of each stylist was required within the system to improve efficiency. This was achieved by:

  • Building a staff rota / weekly timetable of availability into the system
  • Allocating each new booking to a personal stylist (customer having the ability to select the stylist of their choice, or have the system select on their behalf)
  • Staff schedules updated in real-time so management and stylists always have visibility of their current availability and bookings


The Outcome

4 weeks Project turn around in 4 weeks
500+ partner boutiques The system to be introduced and made available as a solution to Farfetch's partner boutiques
2018 Further development planned through 2018


"thinkBooker were the only ones who could meet our exact brief of delivering the full booking journey within the Browns brand. The team have done an amazing job turning this project into a reality in such a short space of time and we are looking forward to working with them to further develop our offering in the future." Fanny Hawkins, FARFETCH Store of the Future Partner’s Executive