The women’s footwear retailer launched more than five years ago under Nordstrom’s off-price HauteLook brand.
Brands Provided with Critical, Real-time Insight into Performance of Catalogs
SAN FRANCISCO – Sept. 19, 2012 – CoffeeTable, the top-ranked catalog app for iPad, today unveiled their proprietary retailer analytics dashboard, which gives participating brands a vital window into the effectiveness of their catalogs, both online and in print. Tracking several key metrics, including page views, a host of issues analytics, a summary of overall user engagement and sales, and a heat map highlighting product touch points and items that were viewed the most, the dashboard brings shopper data to life to directly impact merchandising and marketing decisions.
Since its inception, the $200 billion dollar retail catalog industry has functioned without substantial insight into the ways users engage with their mailings. Each month, high-quality and expensive catalogs are shipped to homes across America, with only limited data being returned. By leveraging the iPad’s ability to carefully track physical interactions with content, CoffeeTable has developed a dashboard allowing retailers to see information about shopper engagement with their pages. As users browse catalogs on the secure CoffeeTable app, their behavior is analyzed for use with the dashboard, which is updated in real-time and accessible 24 hours a day. These key learnings can then be applied to both digital and print catalogs, moving forward.
“Retailers are spending millions of dollars, with only delayed transactional and conversion data available to inform their traditional catalog decisions,” said Ben Choi, CoffeeTable CEO. “Fortunately, we’re changing that by offering our retail partners real-time visibility into the ways shoppers experience their catalog content. Leveraging the tablet customer sample set, brands can now derive insights on their larger print catalog activity by monitoring anomalies within digital catalog page performance, effectiveness of creative layouts, and price elasticity. We believe this will revolutionize the industry.”
Data on the dashboard is organized across a series of color-coded and easy-to-follow charts and graphs. Included are page views with highlighted columns to indicate shopper drop-off rates, an issues analytics bar that denotes product views, numbers of product adds to wishlists and shopping carts, the total number of products viewed, and also the average number of views per product. Within the summary page, retailers are given a high-level view of engagement, core stats about cumulative catalog opens, catalog subscriptions, total sales and total number of orders appear laid out within a graph. And on the dashboard’s heat map, retailers see visual indicators of where users interacted with items on the screen, thus allowing for up-to-the-minute insights into creative and merchandising performance of each layout.
“The CoffeeTable tablet app offers shoppers another means of engaging with our brand, but more importantly, it allows us to reach new customers through a vehicle that resonates well with our shoppers,” said Heather Stege, General Manager, Paper Source Direct-to-Consumer. “We now have access to information that measures engagement in real-time, providing data related to our catalog business that we’ve never been able to capture until partnering with CoffeeTable.”
U.S. tablet adoption is currently experiencing explosive growth, with 40% of households predicted to own tablets by 2013. Retailers must take this segment into careful consideration when building successful multi-platform marketing strategies. CoffeeTable’s retailer analytics dashboard launches closely on the heels of the company’s first Couch Consumer Index (CCI), a free quarterly report generated by CoffeeTable to track consumer engagement in the tablet space. For more information about CoffeeTable, please visit http://coffeetable.com.
CoffeeTable is a free catalog shopping application for the iPad, aggregating leading retailers and boutiques into a single app for a premium browsing, shopping and purchasing experience. Established in the fall of 2011, CoffeeTable has already earned a top spot in the Catalogs category in the Apple App Store, secured multiple rounds of funding and features over 140 U.S. brands including Express, Kohl’s, Merrell, Crate and Barrel, dELiA’s, West Elm, Harry & David, Lands’ End and more. CoffeeTable is financially backed and supported by RR Donnelley, the worldwide leader in print catalog and marketing services.
Fusion PR for CoffeeTable
(310) 481-1431, Ext. 18