The Foschini Group’s radically convenient shopping experience

Posted On Monday, 01 February 2016 13:16 Published by
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NATIVE VML has transformed TFG’s (The Foschini Group) retail offering into a consolidated and unique online shopping experience, where customers visiting any of the group’s individual e-commerce sites can cross shop multiple stores anytime, anywhere and in one shopping basket.


They can use their store cards, credit cards and redeem their vouchers using just one platform.

TFG launched their OmniChannel strategy in 2014 with @home and hi-online’s e-commerce platforms and Sportscene, DueSouth and Totalsports soon followed in 2015. Each brand retains its unique identity while operating on the same shared system. This way, new features and functionality that are applied to one brand, can be offered and implemented quickly and efficiently to others.

“The shared system gives TFG a fantastic platform for understanding the customer and how the shop, informing smart product recommendations and giving brands the ability to collaborate with co-branded promotions,” adds Adam Whitehouse, NATIVE VML Creative Director. “The platform not only enriches the shopping experience for the end consumer but provides TFG with valuable opportunities to offer deep levels of discoverability as customers can browse through all the sites.”

Since its launch, there have been more than four million customers visiting the platform, 45% of which were new to online shopping. In addition, on average online checkout has doubled the value of average in-store purchases.

“TFG believes the time is right to offer customers an integrated shopping experience that is fully immersive, regardless of which channel consumers use to engage with TFG and our brands,” adds Robyn Cooke, head of eCommerce.

Last modified on Monday, 01 February 2016 13:30

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