A Commitment to its Customers Guides Brooks Brothers

The latest customer service challenge for Brooks Brother is to make shopping online more personal. We want it to mirror the in-store shopping experience, Seiff said. To that end, the brand has invested heavily in new technologies, platforms and top-notch employees.

One such technology that Brooks Brothers has implemented online is a personalization algorithm. The web has a great memory and listens to shoppers through links clicked on, pages viewed, the use of a zoom tool, purchases, among other things, Seiff said. With the help of its vendor partner MyBuys, Brooks Brothers rolled out its personalization engine and has seen phenomenal results. Shoppers that are served via the personalization engine are five times more likely to convert. They're also more likely to buy from the brand again, Seiff added.