It’s a makeover and weight loss for Shopbop.com
Heeding customer feedback, Shopbop.com has shed web pages, simplified processes and revamped its look. “It’s now easier to browse because of the newly condensed and thus fewer total shopping pages,” says Joe Milano, vice president of finance.
As part of the overhaul project, the e-retailer, No. 185 in the Internet Retailer Top 400 Guide to Retail Web Sites, added a “Shop This Look” feature. The site features photographs of fashion models wearing carefully matched items of clothing, jewelry, shoes and accessories. After the makeover, customers now can click on individual items of interest to immediately obtain information on those individual products.
“In the past, people have called in asking about one particular item a model is wearing and how they can order that single item,” Milano explains. “Now they can grab any item they wish from each model’s overall look, as depicted in the pictures. They just click on a visual of the product they want.”
The company, which also decreased the total number of checkout pages from nine to five, handled all technology development and management in house. To support the new look, launched Feb. 1, Shopbop.com is using a few different marketing tactics, including “a lot of e-mail promotions,” Milano says. Later this year it will add a loyalty program designed to reward regular customers and increase sales.
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