Ben Pressley of Magento is walking through several great examples of brands and retailers that have innovated and excelled in the new digital landscape.
One example that caught my eye was Peter Millar, a menswear brand. The company embraced responsive design to ensure all consumers had a great shopping experience – whether on desktop, tablet or smartphone.
Following are a few best practices Ben shared, based on Peter Millar’s experiences:
1. Find a great partner: Peter Millar worked with Gorilla, a Magento partner, on the planning and execution of the responsive design strategy.
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2. Understand your customers before getting started: Doing research ahead of time will help you navigate where to go and what kind of experience to provide.
3. Have a concise understanding of the brand experience you want your customers to have: When you’re taking the online experience from small form factors, you don’t “have much space to work with.” You have to prioritize and have a core idea of the experience your consumers need to have, you may lose your way.
The results:
70% boost in total site visits
9% boost in organic conversion rate
20% increase in AOV across mobile and desktop channels
Talk about impressive!
To conclude his presentation, Ben reaffirmed the importance of staying true to your brand DNA. A “great example” is Rebecca Minkoff, he explained. “Rebecca Minkoff built itself through social media and the direction relationship the designer herself has cultivated with consumers."
