Vineyard Vines Accelerates Online Growth With Personalized Site Content

Powerful web capabilities allow retailers to integrate personalized content and interactive features that resonate with shoppers, and in turn boost brand loyalty and accelerate sales. To help fuel its e-Commerce growth, Vineyard Vines, a Connecticut-based clothing retailer, recently launched its new e-Commerce site based on the Demandware Commerce SaaS offering.

Vineyard Vines’ advanced new site operates on a “flexible platform” that allows the merchant to delineate and target its diverse audiences, and by individual customer, according to Lindsey Worster, VP of Brand Communications for Vineyard Vines.

“Because we have more than one specific target audience, we needed a web solution flexible enough to reach each more personally,” Worster told Retail TouchPoints. “Demandware allows us to provide segmented, relevant content to each individual customer in a timely and efficient manner.”


New features on the site include parametric search, product ratings and reviews, image zoom capabilities, social networking/sharing features, and more seamless checkout processes. Together these features allow the retailer “to provide online customers with a personalized experience similar to what shoppers enjoy in our physical stores,” Worster explained.

For example, the new Vineyard Vines site provides an extensive and interactive online social component. The web site was structured specifically to offer this social community, according to Rob Garf, VP of Product and Solutions Marketing for Demandware. “The retailer also does a great job integrating its slogan — ‘Every Day Should Feel This Good’ — into headlines and imagery that lives up to its name and brand message,” he said.

As part of that message, Vineyard Vines promotes social causes and the brand’s blog, shares customer photos, and announces upcoming charity events on the site’s “Good Life” section, now integrated with the main navigation bar. In addition, Vineyard Vines recently optimized its new e-Commerce site for tablet devices.

Demandware’s SaaS model offers an architecture that is user-friendly for the retailer’s internal team, Worster explained, providing Vineyard Vines “the opportunity to adapt quickly as we continue to grow as a brand,” she said.

Through the platform, the internal IT team leverages dynamic sorting and customer segmentation rules to manipulate and tailor content, products and pricing to create very personalized promotions and experiences for specific target audiences.

All software updates are automatic, creating more seamless and timely reactions to required site changes. Moreover, this update feature allows team members to keep pace with daily, higher priority obligations, Garf added. “Vineyard Vines has a small but savvy digital commerce team, which must react to business results and adjust its strategies quickly, without dependence on IT.”

Demandware’s SaaS implementation process took approximately six months to complete, with guidance from Lyons Consulting Group, a Demandware LINK Solution Partner. The consultant worked with Vineyard Vines to help manage site development, design and system integration. As the retailer’s use of Demandware continues to evolve, Lyons Consulting “will help us support, maintain and make improvements as we move forward,” Worster reported.

“We work with the Demandware team daily to maximize site performance and enhance the experience for our customers,” said Worster. “Innovation was critical to our vision and we are confident that Demandware continually will provide new and innovative ways to deliver our web experience more personally and interactively.”

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