Maje launches in-store app to bridge online and offline experience

Premium french brand Maje has partnered with PredictSpring to create an in-store app, which it says will align online and offline retail and help elevate the in-store experience for customers.

Maje, part of the SMCP (Sandro Maje Claudie Pierlot) Group has introduced the e-Maje app in its 60 stores in France, the UK and the US. Notable features of its include "endless aisle", which enables staff to check the availability of stock online and in nearby stores and to offer delivery to home. This optimises inventory for smaller stores and reduces the issue of out of stock merchandise.

It also offers a user-friendly mobile check-out, the ability for staff to view a customer's recent purchase history and items added to online baskets, as well as offering customers the ability to view branded content such as look books. The app operates by working closely with PredictSpring and Salesforce Commerce Cloud.

“Stores play a critical role in SMCP’s direct-to-consumer strategy and through the partnership with PredictSpring, we have created a premium digital in-store experience for both the associate and the customer. Our store associates have been impressed with the app’s ease-of-use and functionality and have quickly adopted this new technology,” said Flavien d’Audiffret, SMCP Digital and CRM Director.

Beatrice Goasglas, Digital and CRM Director for Maje, said store staff loved using the e-Maje app to "foster deeper customer connections". "Through the app, the customer is taken on a journey where they can draw inspiration from branded content such as lookbooks and fashion trends. This, coupled with the store associate’s enhanced product knowledge, provides a more personalized shopping experience so the associate can better recommend and curate a collection specific to her lifestyle," she added.

SMCP brands are available in more than 1,200 points of sales in 34 countries. The Maje brand was founded in 1998 by Evelyne Chetrite and Judith Milgrom (who also founded Sandro) and in the UK it has stores on London's South Molton Street, Westfield London, Regent Street, Marylebone, Sloane Street, Westbourne Grove, King's Road as well as in Brighton and Bicesester Village along with outlets in Selfridge, Harrods and Harvey Nichols nationwide.