About Friar Tux

Friar Tux's story began in 1974 with the opening of their first store in Lakewood, California. Since then, they've expanded our footprint to include multiple showrooms across Southern California and Las Vegas, Nevada. Seamlessly integrating in-store and online rental and purchasing options, they cater to the diverse needs of our customers by providing an outstanding experience. 

Challenge

2 Brands, 1 Goal

Friar Tux and its online-only brand, Stitch & Tie, was looking to launch a new, vastly improved eCommerce storefront for each brand while ensuring connectivity with its back-office logistics and operations. ​

Solution

A 360 commerce rollout

Friar Tux partnered with XCentium to deliver a 360 commerce rollout on Salesforce Commerce which allows for rapid deployment of new features in their roadmap. 

Features

Augmenting the physical stores

   · In-Store Pickup — Friar Tux permits in-store pickup as a shipping method and provides a list of stores to pick up the items.

   · Event Location — when adding a product from PDP, customers are asked to select their event location; if the event is out of service area for Friar Tux, they will be offered to visit an equivalent product or catalog in Stitch & Tie.

   · Share Code Lookup — Friar Tux supports lookup of share codes by phone, email, or event information, such as the organizer's last name, the event date, and the customer's first or last name. [In S&T there is no lookup, The code had to be entered the code as is.]

   · Guest Event Registration — Friar Tux supports guest event registration, which does not require an authenticated account from the storefront. S&T only support event registration by users who have created accounts

   · Women’s Category — now supporting women’s clothing line.

   · Pinterest — Pinterest is now integrated into Friar Tux to allow Salesforce B2C to connect to Friar Tux’s Pinterest account.

   · Facebook Server-Side Tracking Ads — We now have the ability to track Facebook via the server side.

   · Cart Look Builder — Friar Tux can now cater to up to 15 maximum products from share codes.

   · Appointment Schedule — The appointment scheduler component has been made re-usable and has been incorporated in several locations.

Outcome

Omnichannel transformation

The Friar Tux website, essentially built on top of Stitch & Tie, inherited similar implementation features to those of Stitch & Tie, but with Friar Tux specific styling. Customers can now do everything online or visit a store for higher-touch service, enjoying a larger product mix tailored to a broader customer base primarily in the Southwest U.S. They can be fitted in-store or online, and have the flexibility to pick up orders in-store or have them shipped to their home. Rentals can be conveniently shipped back or returned to the store.

Visitors can also build custom looks using rental items, purchased items, or a combination of both. The improved fitting algorithm simplifies the ordering process and minimizes the need for re-shipments. Friar Tux also witnessed an increased number of online fittings that reduce in-store labor while enhancing service for key decision-makers like brides and grooms.

The new user experience is mobile optimized and offers an omnichannel approach, including online fittings using AI. This enhances customer satisfaction while providing cost and time savings. Additionally, the new solution provides operational efficiencies with back-office optimization.