And they can thank their omni-channel model for that...Plus a COVID-induced homewares buying spree.
Adairs is a $624 million Aussie home furnishings and home decor retailer. They're known for their cute membership called Linen Lovers (adorbs), and they've got more than 160 stores across Australia and New Zealand.
Adairs posted another record year of juicy sales and profits. We're talkin' sales up 28.5% to $500 million, and profits up 81% to $63.7 million.
Yes, they're just another example of a lockdown-loving company that smashed it thanks to people sprucing up their homes and lounging around in robes. But they've also got their ripper omni-channel retail model to thank.
So what's the key learning?
An omni-channel model is like the crème de la crème of customer experience. It focuses on giving the customer the most convenient customer experience, no matter where they're shopping from.
Omni-channel retail models merge customer data from everywhere: websites, emails, social media...To show personalised offers, products and messages...And eventually get the customer to seal the deal (aka make a purchase).
This means where a customer chucks a pillow into their cart, but doesn't buy it, Adairs will hit them with an email. A targeted ad on Facebook or Insta. A free shipping code. 'Buy me' links everywhere. Until they purchase - and it's working wonders.
Sign up for Flux and join 100,000 members of the Flux family