Over time, Hammitt has also pruned away ancillary plug-ins and now uses the ERP to fuel specific areas of growth. In product development, for example, the CRM gathers consumer data at different points of the lifecycle and uses them to influence designs for future collections.
They’ve also successfully leveraged it to bust down their data silos — synchronizing the data under a single umbrella that can be manipulated within departments’ business intelligence platforms.
Currently, Hammitt bags and accessories are sold in over 850 stores across the U.S., including retailers Dillard’s and Von Maur, as well as their Southern California flagships. Digital sales are also up, along with DTC, which now makes up around half of the brand’s overall sales.
Investing in the ERP has served as the brand’s “kernel of truth” to provide total visibility into the business, increasing productivity, efficiency, and decision-making.
This visibility was particularly beneficial during the pandemic when specialty and department stores closed up and Hammitt was forced to make rapid adjustments. In real-time, Drockton says, Hammitt employees were able to live stream to wholesaling partners and to consumers to discuss inventory and processing in order.
It’s also filling in the gaps in the consumer journey. “Our technology is integrated all the way to our third-party logistics, to our in-house repair center, so at any point on [the consumer] journey from the moment they ask for help with the concierge desk, all the way to when it ends up on their doorstep, we know the status,” Drockton says. “You can’t provide that level of service if you don’t have everything connected and the ability for anyone, including myself, to tap into that in real-time.”
The Future of Technology and Luxury Goods
Looking ahead, Drockton is excited about how luxury goods and technology can interweave to deliver on customer experience by putting more power into the hands of the associates. “There’s additional tech that we’ve been looking at that allows associates to do full clienteling — almost like contact management — which includes the one-on-one Zoom calls, the live streams," he shares.
As an industry that prides itself on prestige and service, Drockton touts the importance of having “invisible” technology for the luxury goods shopper.
“We don’t focus on a lot of bells and whistles,” he explains, but he is excited by the prospect of RFID technology that would allow customers to track a product’s heritage, authentication, and repair history. “That will seamlessly play right into the tech stack we’ve already built.”