The Limited Sees Its Customers More Clearly Now Case Study

For The Limited, an established U.S. women's fashion retailer with 220 stores and 2,600 employees, finding better ways to manage and improve customer service, staffing levels, merchandising effectiveness and profitability is key to continued success.

As with all retailers, The Limited maintains a careful balance between staffing and cost, ensuring enough salespeople are on hand so that customers aren't kept waiting, but without overstaffing to the point of inefficiency and decreased profits.

"We need enough staff at any given time to communicate with customers, help them find their size, and maybe try on some different outfits," said Roger Coville, chief information officer at The Limited. Such personal attention and overall experience helps convert store traffic into sales, and builds customer loyalty.