Today’s consumers bounce from channel to channel, and expect consistent, seamless browsing and buying journeys across all digital and physical touch points. To better address these shopping behaviors and heightened consumer demands, best-in-class merchants are revising their marketing and engagement strategies.
ECCO, a multichannel shoe retailer and manufacturer, is implementing new technology to make a smoother transition to omnichannel retail operations. Since moving the online and mobile sites to the Demandware Commerce platform, ECCO has made significant improvements to site performance, reliability and scalability, according to Dana Schwartz, Director of Marketing and e-Commerce.
“Our new e-Commerce and mobile sites have more than 99% up-time, eliminating the need to tap into our own server farm,” Schwartz said. “We also no longer worry about ongoing and costly updates to new versions. The cloud-based platform is continuously updated and current, which is a huge point of differentiation.”
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Adding Depth And Relevancy To The Cross-Channel Shopping Journey
Using Demandware, ECCO is making strides towards creating more relevant brand experiences across channels. For example, the new ECCO e-Commerce site now is equipped with features and capabilities to generate more compelling content and promotions based on unique shopper characteristics and preferences.
“The greatest benefits we’ve seen are the merchandising, promotion and content tools on the back end of the platform,” Schwartz said. “Now, we can be far more targeted throughout the shopping journey, using tools that aim to drive conversions and increase average order value, rather than hosting a site that is limited and static.”
Mobile also is a key channel for ECCO in engaging and connecting with consumers. Overall, the mobile site has the same functionality as the e-Commerce site, Schwartz explained. However, content was scaled back “for a more streamlined mobile strategy, and to make sure our consumers get what they’re looking for.”
Currently featuring the ECCO product catalog, easier checkout processes and a store locator, the mobile site also will be a key way for the retailer to better integrate the online and brick-and-mortar shopping experience using richer geo-targeting technology, according to Schwartz. “Mobile shopping is a growing area for us, so we’ll continue to focus on integrating and supporting our retail stores using mobile technology to drive new customers to brick-and-mortar locations, as well as increase overall traffic and sales.”
Because the cloud-based e-Commerce and mobile sites were built using responsive design, ECCO only has to manage and upload content to one site. “It all is consistent from a maintenance standpoint,” Schwartz said, “and is efficient for us to manage.”
Network and imaging services from Akamai also are built into the new sites. These tools have helped ECCO streamline site content management, Schwartz explained: “The tools make updating the site easy.” Additionally, sophisticated sorting and product programming tools enable ECCO to target and feature products effectively based on inventory, margin, sales velocity and consumer profiles.
ECCO products are sold online and in approximately 4,000 branded locations in more than 90 countries. While the ECCO U.S. site currently is operating on the Demandware platform, the brand is focused on expanding the technology worldwide, Schwartz explained. “Multichannel retail — and integration with our owned and operated retail stores — is the next natural extension of the implementation for us,” said Schwartz. “Giving the consumer an exceptional and consistent brand experience is important to us, and will continue to be so.”
