December 29, 2009, 12:00 AM

A new fit guide helps 7 For All Mankind zip up 300% more revenue per visit

7 For All Mankind saw a 300% increase in revenue per visit though mid-November after implementing the Allurent Fit Guide in late September. The widget speeds up shoppers’ ability to navigate among product styles and exposes them to more products faster.

Upscale jeans brand 7 For All Mankind saw a 300% increase in revenue per visit though mid-November after implementing the Allurent Fit Guide in late September.

The interactive merchandising widget, developed by technology vendor Allurent in a software-as-a service format, speeds up shoppers’ ability to navigate among product styles and exposes them to more products faster. Since its introduction, it has increased the average number of products viewed by shoppers per session nearly 900%, according to the vendor.

The Allurent on Demand widget replaces an Adobe Flash-based fit guide. The original fit guide briefly introduced each jean style, then linked to product pages for details and add-to-cart functionality. This back-and-forth navigation slowed shoppers’ ability to move quickly among styles, which left the retailer looking to improve not only how its customers could view but purchase multiple styles more easily.

Onestop Internet, 7 For All Mankind`s e-commerce platform provider, partnered with Allurent to add new interactive shopping experiences to 7 For All Mankind`s e-commerce site. The new fit guide describes each style’s fit and each style page offers visitors a “shop this fit” button that shoppers can click on to get to a product detail page that displays all the jeans in the selected fit. That page also shows the jeans’ inventory status, organized by size, and has a “click to order” button that lets shoppers place an item in their cart.

The same widget served as the basis of 7forallmankind.com’s holiday gift guide, with the addition of different marketing copy, images and merchandise selection, which were created by the retailer using the Allurent on Demand Presentation Manager Tool.

“With Allurent on Demand, we have a wide range of enhanced shopping experiences we can add pretty much at the drop of a hat, without additional IT involvement,” says Lisa Lee, e-commerce manager at 7 For All Mankind. “And we can track each project to determine the ROI and adjust accordingly.”

Lee notes that additional interactive merchandising projects using Allurent on Demand are in development for 2010, including an interactive shopping experience on the company’s Facebook page.

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