How A&F Co. Stays Connected to Customers — Whatever It Takes
When COVID-19 ended in-person research overnight, Abercrombie & Fitch Co.'s Global Customer Insights team pivoted to Live by Fuel Cycle in four days — keeping every project on schedule and every customer relationship intact.
About Abercrombie & Fitch Co.
Abercrombie & Fitch Co. is a global specialty retailer of apparel and accessories for men, women, teens and kids through its brands — Abercrombie & Fitch, Hollister, Gilly Hicks and abercrombie kids. While the brands target customers at different life stages, they share a commitment to offering products of enduring quality and exceptional comfort that allows consumers around the world to express their own individuality and style. A&F Co. is focused on keeping its customers at the center of everything it does — and its Global Customer Insights team partners with Fuel Cycle to make that possible.
The Challenge
A&F Co.'s Global Customer Insights team relied on a robust blend of digital and in-person research methodologies to stay close to customers. "Our most impactful projects incorporate primary survey data from our community complemented by in-person focus groups or immersions," explains Ashley Barone, A&F Senior Researcher. When COVID-19 stay-at-home orders were implemented in early 2020, in-person research quickly became impossible — putting customer connection and every in-flight project at risk.
Pivoting to Virtual Focus Groups with Live by Fuel Cycle
The Global Customer Insights team quickly pivoted in-person focus groups to real-time, moderated virtual discussions via Live by Fuel Cycle. Starting from home on Friday, March 13th, the team hosted their first virtual focus group the following Tuesday afternoon — in just four days. Leadership was struck by how quickly and seamlessly the team responded, keeping all projects on schedule.
According to Sarah Tonti, Hollister Senior Researcher: "Even better, more of the team could observe the research in real time without the logistical hurdles and cost of attending live focus groups."
- Launched first virtual focus group within 4 days of going fully remote
- Enabled more team members to observe research in real time — without the cost or logistics of in-person attendance
- Added bi-weekly customer touchpoints during the first months of stay-at-home orders
- Created moments of human connection for community members isolated during the pandemic
Research Methods That Kept the Customer at the Centre
A&F Co. combined its existing community infrastructure with Live by Fuel Cycle to run agile, insight-rich research throughout the pandemic.
Research Communities
Inside A&F and the Hollister Insight Lab provided a ready-made panel of engaged customers for digital and virtual research — no recruitment required.
Live Virtual Focus Groups
Real-time, moderated video discussions via Live by Fuel Cycle replaced in-person sessions without losing the depth or immediacy of face-to-face research.
Bi-Weekly Customer Check-Ins
Regular touchpoints kept A&F Co. close to customers' rapidly evolving "new normal" throughout the pandemic — and gave community members a valued moment of human connection.
Primary Survey Data
Community surveys provided quantitative grounding for qualitative focus group findings, ensuring comprehensive insights across regions and customer segments.
When the pandemic hit, we felt a strong desire to check in with our community members to make sure they were okay. We strived to create moments where our community could get together, see each other's faces, hear each other's voices and have those moments of human connection that so many of us were craving.
Staying Customer-Centric When It Mattered Most
By pivoting to Live by Fuel Cycle, A&F Co. maintained deep customer connection through one of the most disruptive periods in retail history.
Zero Research Disruption
All in-flight projects stayed on schedule despite the sudden shift to remote work and the ban on in-person gatherings. Leadership described the response as seamless.
Real-Time Customer Intelligence
Seeing and hearing customers through Live gave product and marketing teams direct insight into how rapidly the "new normal" was evolving — by region and over time.
Expanded Research Participation
More team members could observe sessions in real time, without the cost and logistics of attending in-person focus groups — increasing organisational buy-in for insights.
Enduring Platform Adoption
A&F Co. continues to leverage Live by Fuel Cycle long after the pandemic to "bring the customer to life" — delivering the products and experiences their customers love.
An Intelligence Ecosystem Built for Constant Customer Connection
Fuel Cycle's award-winning Research Engine is the most comprehensive intelligence-gathering ecosystem that exists today. The platform enables decision-makers to maintain constant connections with their customers, prospects, and users — uncovering real-world actionable intelligence at the speed business demands.
By integrating human insight with critical business data, and through automated quantitative and qualitative research solutions, Fuel Cycle's Research Engine powers product innovation, brand intelligence, and enhanced user experience.
Breakthroughs require action. We built Fuel Cycle to ignite it.
Keep Your Customers at the Centre of Every Decision
Discover how Fuel Cycle's Research Engine helps insights teams stay connected to customers — at scale, in real time, and without the complexity.
- Always-on research communities for continuous customer access
- Live by Fuel Cycle for real-time virtual moderated discussions
- Automated quantitative and qualitative research in one platform
- Actionable intelligence integrated with your business data