Client Description
Leading Specialty Women’s Apparel Brand
Background
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Retailer with multiple distinctive apparel brands determined that their ecommerce growth and ratio of ecommerce to store sales were lagging industry standards.
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Retailer desired to step change sales growth and customer acquisition.
Objective
Develop and launch three new websites on a new systems platform that provides a long list of shopper functionality, systems throughput and search engine optimization capabilities.
TPG Approach
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Set a clear strategy and detailed business requirements to drive a thorough review of multiple potential systems providers.
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Facilitate the collaboration between IT, Marketing and Merchandising to specify critical design elements (e.g. desired marketing content, on-site recommendations rules, product mix, digital asset management, customer service integration, etc.).
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Design the high-level architecture of the sites and assist in the selection of a design firm for the development of final wireframes.
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Review the current work processes that support the day-to-day website operations and redesign them based on the requirements and capabilities of the new software. Redesign the organization roles.
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Create a transition plan whereby dual site management occurs and new employees have been hired and trained prior to launch.
Impact/Results
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Double digit sales growth.
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Lower labor costs for site management as a percent of sales.
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Improved branding and customer experience.