Maternity clothing retailer goes mobile
Destination Maternity is making it easier for its customers to connect with the brand.
The maternity clothing retailer transitioned from a custom e-commerce platform to Salesforce Commerce Cloud, with the help of global commerce provider Lyonscg. The transition enabled the chain to launch customized mobile sites for its Motherhood, Motherhood Canada, A Pea in the Pod and Destination Maternity brands. All sites feature more intuitive navigation, improved site merchandising and on-site search, and easier check out.
Lyonscg provided strategy, experience design, development and marketing services. This included several back-end integrations, such as order management, gift cards, store locator technology, and loyalty program technology.
Since launch, conversion rates have increased by more than 40%, and increased units per transaction have fueled top-line sales growth. The initiative is a part of a broader growth strategy for the company, which includes improved inventory management, omnichannel fulfillment, and international shipping, according to Destination Maternity.
“The Mom2Be is a digitally connected consumer who expects anytime, anywhere access,” said Gwen Bennett, VP e-commerce, Destination Maternity Corp. “Moving our Web operations to Salesforce Commerce Cloud gives us the capabilities we need to deliver engaging mobile-first experiences to her.”
Across all three of its brands, Destination Maternity operates more than 1,100 retail locations in the United States and Canada.
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Study: Retailers cutting prices to compete with online players
Online-only retailers may be taking a toll on omnichannel companies, but traditional companies are finding ways to fight back.
This was according to “Brick-and-Mortar Retailers Fight Back: Winning Strategies to Compete with Online-Only Players,” a report from Applied Predictive Technologies (APT).
In response to price pressure from online-only rivals, 44% of respondents have cut prices, and 12% plan to do so in the coming years. Among the retailers who have closed stores but successfully recouped revenue, almost three-quarters (72%) implemented price cuts.
Ready to face online competition head-on, three-quarters of respondents (75%) have increased their investment in online channels. The majority of retailers (68%) have responded to the infinite inventory of the Internet by expanding their product selection.
Meanwhile, 70% are training employees to be more knowledgeable, and more customer service-focused (58%). And 54% have introduced loyalty programs, and 24% plan to do so in the future
“In such a competitive environment, it is critical that brick-and-mortar retailers not just adapt, but adapt smartly,” said Jonathan Marek, senior VP, APT.
“With so many initiatives to try across so many different areas of the business, those that can most quickly and effectively implement winning ideas will be the victors in the age of e-commerce,” he added. “While there are many methods retailers can use to inform decision-making, in particular, findings show that among the respondents that leverage scientific testing to evaluate new ideas, 60% have either not closed stores as a result of online competition, or have recouped more than half of sales lost from store closures.”
To stay competitive in an increasingly digital marketplace, APT suggests retailers adopt the following four key strategies:
&bull Make your store associates core to the in-store experience
&bull Use customer insights to drive incremental profits, not just offer promotions
&bull Take A surgical approach to store closures and remodels
&bull Focus on measuring everything across channels
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