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Pacific Sunwear Evolves To Omnichannel Retailing

  • Written by Alicia Fiorletta
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Today’s savvy shoppers are demanding seamless brand experiences across channels so they can browse and buy at any time, using any device. To meet this demand, best-in-class retailers are leveraging cloud-based, “infrastructure-as-a-service” solutions that allow more frequent and efficient updates and innovations.

Pacific Sunwear
, a “California lifestyle” apparel, footwear and accessories merchant, has implemented new technology and marketing strategies to enable this seamless, omnichannel retail strategy. The retailer has replaced a legacy platform with the cloud-based Multichannel Commerce Solution from Demandware to power its online and mobile commerce sites. In doing so, Pacific Sunwear has the ability to better keep pace with both consumer and technology trends. Moreover, the retailer is empowered to create more unified online and brick-and-mortar shopping experiences for target shoppers — those 16 to 24 years old, according to Mondy Beller, VP of e-Commerce for Pacific Sunwear.

“Our tech savvy customer base lives in the digital world,” Beller said in an interview with Retail TouchPoints. “It is vital that we respond to this audience by being leaders, not followers, in this ever-changing digital space.”

In addition to continually adapting to new technology trends, Pacific Sunwear is making online personalization a top priority for driving online engagement and purchases. With the new on-demand e-Commerce implementation, the retailer seamlessly customizes marketing messages, product recommendations and offers, based on a variety of data points, including gender, location and specific interests.

Pacific Sunwear also is leveraging Demandware services to extend online and mobile experiences into brick-and-mortar stores. Apple iPads wrapped in the technology are utilized in approximately 400 brick-and-mortar locations nationwide, providing access to an assortment 40% larger than standard store inventory. The iPad deployment “empowers in-store shoppers to discover and purchase additional products via the e-Commerce site,” Beller explained, as well as complete transactions online and have shipments delivered to their homes free of charge.

Harnessing The Power Of The Cloud

To further develop omnichannel strategies, Pacific Sunwear continually will assess and leverage the variety of solutions and services available through the Demandware LINK Marketplace. This resource, which provides seamless access to a variety of solution partners, allows Pacific Sunwear to amp up the omnichannel experience at any time with complementary e-Commerce tools and technologies, such as social sign-in and product reviews.

Because the Multichannel Commerce Solution is stationed in the cloud, technology updates are made for users on an ongoing basis, freeing client IT teams from the manual revision process. This offload allows Pacific Sunwear to focus more time and energy on company innovation and growth.

“We no longer require dozens of programmers and consultants to maintain and build our online and mobile strategies, allowing us to stay lean and nimble,” Beller said. “Since e-Commerce technology continually is evolving, this easily extendable platform enables us to adapt quickly and cost-effectively to serve our demographic across various channels and devices.”

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