HELPING TUMI TAPPOWER OF THE iPAD:

ENGAGING THE CUSTOMER, ARMING THE ASSOCIATEAt the TUMI luggage boutique in Wellesley, MA, the retailer and his staff have integrated touch-screen product selection into their sales process.

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TUMI, Inc. is a registered trademark of TUMI. iPad, Inc. is a registered trademark of Apple.

TUMI is a high-end luggage brand, boasting a loyal clientele of frequent VIP travelers. With a selection of over 600 di� erent suitcases, briefcases, and accesso-ries, TUMI strives to help customers � nd the right product among a sea of choices. Unlike some products, which lend themselves nicely to online shopping, luggage is a tactile purchase. People come into TUMI stores to evalu-ate the merchandise in person notes Demian Wendrow, owner of the TUMI/London Harness boutique in Welles-ley, MA. Yet, technology still has something valuable to add to the in-store shopping experience. At TUMI, store associates have found that in addition to saving time, an iPad serves to cement, not replace, the face-to-face sales relationship.

Kokley, a division of Rose Displays, Ltd, cre-ated an end-to-end interactive solution for TUMI that encompassed application development, custom iPad

enclosures, installation and business intelligence.Drawing on their understanding of the retail shop-ping experience and their technology expertise, Kok-ley designed an intuitive user experience that helps customers � nd the perfect product quickly and easily.

Easing customers down the decision treeBefore designing the iPad app, TUMI supplied

TUMI is a high-end luggage brand, boasting a loyal clientele of frequent VIP travelers.

In addition to saving time, an iPad serves to cement, not replace, the fact-to-face sales relationship.

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Shoppers are able to start their search in seconds. The order in which questions are presented is key.

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Kokley with detailed product descriptions and a thorough list of travelers’ top considerations and questions: Will I use it for domestic or international travel? Do I want four wheels or two? Fabric or hard case? Asking the right questions in the right order quickly filters an overwhelming choice of products down to two or three; a practical number for asso-ciates to bring forward for inspection. In contrast to TUMI’s product catalog available online, the iPad experience simplifies the selection process down to a manageable 20 to 30 seconds. “By raising all these concerns, ” says Mike Goodwin, a TUMI sales associate for six years, “the app leaves fewer cracks for customers to slip through. Fewer concerns mean fewer returns.”

Both Goodwin and Carla Gazerro, supervi-sory sales associate, often lead customers to the iPad

units. One is mounted on the wall among products and another is by the register. The associates guide shoppers through the quick selection process, reduc-ing frustration while helping the customer � nd his or her ideal product. And since color rendition is quite faithful on the iPad, Goodwin notes, he also � nds it helpful in showing colors that are not in stock.

To date, user reports show a 65% completion rate over the � rst three months of testing. Kokley also collects valuable data, revealing most popular prod-ucts, colors, and wheel bases, as well as user behav-ior, such as number of sessions and abandonment rates’ One of Demian Wendrow’s favorite features is the app’s email option: “Over Christmas, a lot of folks emailed spouses with a pointer to the exact piece they wanted,” he says. “Also people who weren’t quite ready to buy used it to send themselves reminders.”

“The app leaves fewer cracks for customers to slip through. Fewer concerns mean fewer returns.” - Mike Goodwin, Tumi Associate

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Consistency and simplicity optimize the user experience. Shoppers can jump to product detail pages at any time.

Some of the iPad’s appeal lies simply in its allure. “It makes us look totally 21st century,” says Goodwin. “People are impressed when they see it.” In Wendrow’s words, “Customers come in in-stead of going online for a reason. They come to talk, to touch, and to have a one-on-one customer experience. Kokley brings the live salesperson and the technol-ogy together for the customer.”

Registering with TUMI’s “tracer” serviceAnother in-store service provided by the iPads: prod-uct registration. “Customers can perform this little step on their own at home, but they often don’t,” Gazerro says. Registration during in-store purchase makes the process even easier for the customer, al-lowing them to bene� t from a program that has re-covered and returned over 20,000 bags to date. Such a lifesaving little service strengthens the customer relationship.

And not-so-finally, there’s price to consider. A new arrival to a market traditionally occupied by PC-based kiosk hardware, Kokley’s iPad solution cuts the price per installation by as much as 80%,

according to Todd Hoffman, Kokley President.

Wendrow and his sta� eagerly anticipate the iPad’s integration with the store’s POS and inven-tory management system. Today, it takes a separate computer, a log in and about ten clicks, says Good-win, to look up inventory on hand. “When I can say, ‘We have four of those downstairs, can I get one for

you?’ while we’re still in the app, I am willing to bet that it will a� ect sales.” With POS integration, Wendrow will also be able to correlate iPad app activity with sales and individual customers. Ho� man expects to have this deployed by late 2013, along with other applica-tion improvements based on employee feedback.

In an industry in which clients typically engage separate vendors for displays, software development, hardware and maintenance, Kokley plans and over-sees every aspect of the process up until and after deployment. For TUMI, this ensures a smoothly inte-grated, working product. It also means ongoing ap-plication management, remote device management, customer support and analytics.

About KokleyCombining technology expertise with over 30 years of retail experience, Kokley takes retailers from initial concept and de-velopment through installation, ongoing management and analytics. Result: a unique, fully integrated turnkey solution ideal for in-store environments.

About TUMITUMI is a leading global brand of premium travel, business and lifestyle products and accessories. The brand is sold in ap-proximately 200 stores from New York to Paris to London and Tokyo, as well as in the world’s top department, specialty, and travel retail stores in over 70 countries.

568 Washington St., Suite 30, Wellesley, MA | 781.656.5539 | info@kokley.com | www.kokley.com

iPad enclosure with built-in credit card reader