|
As a high-end multi-channel retailer of men's and women's clothing, Brooks Brothers' brand personality is the sum of providing customers with a first-rate in-store shopping experience, high quality merchandise and custom made apparel. The task at hand was to ensure this personality was translated online. As a first step, the RichFX team put Brooks Brothers' printed catalog online. Since the first catalog went live in the beginning of 2005, all printed catalogs have been put online thereafter. Other platform solutions including zoom and color swatches also were quickly included onto product pages, creating an engaging and interactive shopping experience. Most recently, as part of the strategic goal to communicate a high-end personalized experience across all channels, the RichFX Innovation Services team created a product personalization solution distinct from any other, a "Special Order Dress Shirt Configurator."
Challenges /Goals
- Provide shoppers with a personal and unique online shopping experience
- Increase average order value and conversions
- Increase interactivity and visual information
- Create consistency across all shopping channels
Strategy
Engage
-
Provide shoppers with a tool that allows them to create and preview custom made-to-order shirts
-
Give shoppers a wide variety of selections to mix-and-match
-
Allow all choices to be seen on shopper's computer screens in real-time
Inform
-
Give customers the highest level of personalized visual information
-
List four simple user-friendly steps for shoppers to follow
-
Allow shoppers to zoom in on and view product details from various angles
Convert
-
Replicate the in-store personal shopping experience online
-
Link all configurator pages directly to "confirm and checkout"
-
Allow desired changes to be made during any step in the configuration process
Results
The configurator went live at the end of October 2006, specific results will be reported in the near future. Shoppers can now replicate the ultimate level of personal shopping and order the "perfect dress shirt" by individually selecting desired fabrics, fit, collars, cuffs and even custom embroidery. Just weeks before the launch date, Lillian Posner, Director of E-Commerce for Brooks Brothers said:
"We anticipate great results once this exciting tool goes live, and we can't wait to hear all the positive customer feedback."
|
