Adyen to provide END. Clothing with rich customer insights across high streets and digital stores to deliver better personalisation for returning customers.
Adyen, the global financial technology platform, has announced its partnership with fashion retailer END. Clothing.
Adyen’s technology aligns both online and offline payments by integrating a unified commerce offering to END. Clothing, providing the retailer with a wealth of insights into its customers. END. Clothing benefits from a holistic view of its customers, allowing it to identify repeat, loyal customers and offer them a tailored user experience.
There is strong demand for customer personalisation. Adyen’s latest Retail Report found that 57% of UK consumers believe retailers should improve the way they reward their shopping habits. However, only one fifth (20%) of retailers felt they knew their customer base well enough to do so. Adyen’s data insights allow retailers like END. Clothing to better understand customer preferences.
To fuel END. Clothing’s global expansion plans the company sought a partner that could offer a reliable and seamless service regardless of the customer’s location. Adyen was chosen because it can process multiple types of payment methods locally.
“As a dynamic brand looking to expand internationally, we needed a payment provider that aligned with our objectives. Adyen’s single platform immediately stood out because it was not only cost-effective but simplified our payments operations,” said Mel Unsworth, Chief Technology Officer, END. Clothing. “Based on a previous positive experience with Adyen, we thoroughly evaluated several payment providers for our transition at END. Clothing. Adyen stood out as a strong contender. Confident in their service quality, we chose Adyen, and once again, they have met our expectations.”
Unsworth explained how the company started and discussed expansion plans.
“We started in Newcastle, with the mission to inspire our community through fashion, design, art and music. But our ambition has not stopped there, and we’re expanding in our home market and internationally with innovative collaborations featuring world-famous brands like Adidas and Nike,” said Unsworth.
“In order to expand in international markets we needed a new financial technology partner that would be able to provide us with rich customer insights – so that we could build meaningful relationships with our customers.
“For a while our payment systems were fragmented, because we had different providers processing in-store and online transactions. It meant it was harder to understand the purchasing trends of customers who shop across End. Clothing’s sales channels, while it also complicated the payment process. Not only did we have to manage multiple relationships but it also meant we were operating in silos as a business.”
She added the company needed a financial technology provider that could simplify processes but help it to unlock growth opportunities to fuel its ambition.
“Adyen stood out to us as an innovative partner, that would be able to keep us ahead of market trends, but also ensure that even as we expanded we would be able to personalise the way we market to our customers – building long-term relationships with consumers across our operating markets,” she said.
“Of course, when expanding abroad there are other factors to consider – ensuring compliance with local regulators, that all sales channels can accept local preferred payment methods (for example, Pix or AliPay), and that relationships with local acquirers and issuers already existed. We knew that our international expansion story would only be successful if we had the technological capabilities to support excellent customer experiences – that simplified our previous system and that was also cost-effective.”
Unsworth outlined why END. Clothing decided to choose Adyen.
“We chose Adyen’s Unified Commerce solution so that we can analyse data from all our sales channels across one platform. It provides us with a comprehensive view of our customers’ preferences, transaction volumes, business performance and inventory,” she said.
“As a retailer that stocks over 500 designers and brands it is important that we keep on top of cultural trends and maintain the stock that our customers want and expect.
“Data analysis from Adyen’s Unified Commerce platform gives us an even greater understanding of what resonates with our clientele, helping us to identify areas for improvement in our services and product.
“We are also able to build tailored loyalty programmes, enabling us to recognise and reward repeat customers effectively. As we look ahead, we are confident that we can foster more brand loyalty and facilitate our global expansion with the support of Adyen.”
Nicole Olbe, Managing Director, Adyen UK, said: “Experience is everything to a shopper, and a key cornerstone of this service is customer personalisation. Our financial technology gives END. Clothing rich payments data that helps to anticipate an individual customer’s needs and build loyalty.
“Our unified commerce solution will support END. Clothing’s global expansion plans, making beautiful clothing and experiences available across one single platform.”
