One of the world’s most exciting brands has chosen Content Guru’s cloud-based intelligent routing to support its unique recruitment programme. Youth style icon Abercrombie & Fitch places recruitment posters around the streets of the world’s fashion centres, advertising a number for prospective models and store staff to call. It also sends out recruiters to hand pick candidates, who are invited to call in and arrange an audition.
The programme is an integral part of the brand concept, helping to build the desirability and mystique of the Abercrombie & Fitch experience. It is a key requirement of the strategy that the telephone service also reflects the brand values, and the brand team for Abercrombie & Fitch turned to Content Guru and to deliver the service.
Through the storm® platform, Content Guru provides a hosted IVR service that routes job candidates straight to the opportunities they are looking for. Short, quick menus - spoken by a brisk, youthful American voice - allow callers to navigate easily to the store and the job it is advertising.
Tom Goulet, Project Manager for the International arm of Abercrombie & Fitch, told RedNews: “We have to deliver the Abercrombie & Fitch brand experience through every channel. The kind of people we recruit do not expect to be kept in a queue when they make a call. We have to be as responsive and direct as they are.”
Abercrombie & Fitch is also using storm for some of its customer-facing IVR services. Customers can call for store locations and opening times, returns policies and, if necessary, to be routed through to a customer services agent.
The success of the service in the UK has led to its roll-out into Italy and Germany, with another deployment soon to launch in Japan. Content Guru’s Software-as-a-Service (SaaS) cloud computing model allows rapid scaling and implementation, to accommodate the demands of the dynamic markets addressed by brands such as Abercrombie & Fitch.
“At Abercrombie & Fitch, we are excited to be involved in Content Guru’s storm platform,” says Tom Goulet. “Our recruiting services are a big part of our international expansion - routing the calls of the coolest kids from around the world to our recruiters. We're very appreciative of having these systems at our disposal.”