TECHNOLOGY

Duluth Trading ups its digital shopping experience

BY Deena M. Amato-McCoy

The completion of two major IT projects is helping Duluth Trading Company offer a more personalized shopping journey to digital customers.

The lifestyle brand of men’s and women’s casual clothing, workwear and accessories has implemented a new e-commerce platform that supports a better mobile, tablet and desktop shopping experience. It also allows for more flexible content management, and an increased ability to personalize outreach to customers.

The completion comes on the heels of an overhaul of the company’s order management system, which gives Duluth Trading better customer visibility across all channels. It also provides the tools needed to roll out ship-from-store, buy online, pick-up in stores, and omnichannel returns programs.

Both projects are working in tandem to enhance customers’ digital shopping experience —a strategic piece of the company’s long-term business, and competitive growth plans, according to Duluth.

“We are excited to present our customers with a new website, based on a state-of-the art e-commerce platform, which is now fully operational and delivering enhanced functionality,” said Stephanie Pugliese, CEO, Duluth Trading. “I am very proud that our team has successfully implemented two major IT projects since the beginning of this year. This will benefit our customers with greater flexibility and convenience, as well as enhancing our operational efficiency and generating new sales opportunities through improved gift cards and other offerings.”

The online upgrades coincide the company’s growth plan. The company is on pace to open 100 stores in five years. Fifteen locations are planned to open in 2018.

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