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Hudson’s Bay

Case study

Hudson’s Bay boosts Customer Experience and tackles an onboarding challenge with Speakap

Hudson's Bay

About Hudson's Bay

Industry: Retail
Location: Multiple locations globally
Number of employees: 70,000

Hudson's Bay, a chain of 90 department stores, boosts customer experience and tackles an onboarding challenge across continents with Speakap. 



The Power of the Branded Internal Communications Platform & Integrations Makes New Store Openings Seamless with Speakap


Hudson's Bay may be centuries old but it is also an entirely modern enterprise and knows that retail today is about offering a total customer experience. At Hudson's Bay, they don't see making a purchase as just a simple transaction; the purpose of the department store is to provide a lasting memory for every customer.

The in-store employees are the main channel through which Hudson's Bay can turn a simple store visit into a memorable one. For example, by arranging a taxi home for a disabled person or quickly contacting other branches and suppliers to find the one item that a guest has their heart set on.


The challenge

Hudson’s Bay was set to simultaneously open 10 new stores in the Netherlands and the retailer was facing a major onboarding challenge. Some of the burning questions included:

  • How to simultaneously onboard 1500 employees?

  • How to build a community that lives and breathes the company culture and provides a lasting memory for every customer?

  • How to quickly familiarize all new employees with the necessary systems, principles, platforms used and instructions, and standards of performance?


The solution

Hudson’s Bay was facing a serious onboarding challenge and finding the right solution that would be easy and fast to implement was essential. After successfully hiring over 1500 new employees, Speakap became the tool of choice. It enabled Hudson’s Bay to reach and engage all new employees within a 6 week time frame.

Hudson’s Bay works with vendors who provide open APIs to bring each of those platforms together. Speakap offers multiple vital integrations and that was an important factor in choosing the right solution for the retailer.

For example, the Hudson’s Bay external app integrates with the Bay Talk employee app (Bay Talk is Hudson's Bay's own branded version of Speakap) to join customers with employees and provide a personalized shopping experience.

"The customer books an appointment via their Hudson's Bay app then the sales employee gets a notification, via Speakap, that their customer has arrived in store and they can go and meet the customer. But our sales assistants also get a push notification via Speakap if one of their favourite customers arrives in store, just as a customer will be told that their favourite sales assistant is in store and that a meeting is possible.”

Hudson’s Bay also has The Academy, which is an online training platform for the staff. All new team members are introduced and immediately gain access to e-learning, tips and tricks, and helpful insights via Speakap.

Speakap offered Hudson’s Bay what they were looking for: a one-stop-shop that packages all used platforms into one, easily accessible tool, offering a speedy and seamless onboarding experience to all their new associates.


The results

Speakap became a critical partner for Hudson’s Bay to be a truly customer-centric organization:

  • Speakap delivers a 28% increase in new product awareness 
  • Improved quality of work and productivity
  • Revamped employee engagement across teams
  • Boosted customer satisfaction and sales with employee-shared learnings and insights that improve the customer experience and deliver more sales for the business
  • Solidified two-way communication channel for the whole team, from Head Office to floor staff

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