Apparel

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Corporate Wear

Corporate Wear has become increasingly important to personal, team and business brand identity. The opportunities for growth in the highly fragmented industry are make it an attractive segment for online retailers. The challenge for them in the corporate wear space is how to:

  • Differentiate themselves in a rapidly growing and highly fragmented market.
  • Provide a compelling and convenient online user experience.
  • Deepen customer knowledge and relationship to identify unmet needs and find opportunities to strengthen a service culture.
  • Implement the required back and front-end systems to automate, track and measure the numerous corporate wear touch-points in the supply, fulfillment and service/support chains.

Why

  • We don’t know or understand enough about our corporate-wear customers to keep up with the influx and the pipeline.
  • We think customers are confused when they land because there’s a disconnect between what they expect and what they get.
  • We make incremental improvements to our web site and online storefront but do not have the in-house resources or system capabilities to compete with the higher-end corporate wear retailers.
  • We need to build up our customer database to meet our marketing objectives but don’t have a process to build the requisite permission assets.

What

Differentiation & Positioning

  • Develop short (3-4 word) tag lines and statements that make an emotional connection between customers and the company, categories, brands and products.
  • Segment the market for new niche opportunities.

Inbound Marketing

  • Develop calls to action (sign-ups) throughout the site giving increasingly empowered customers a reason, as well as incentives, to share and provide private data.
  • Develop an integrated social media plan to test the feasibility and ROI of social tools including: blog, micro-blog, and inclusion in major social media sites. Benefits include content-marketing experience, inbound and outbound links, interacting in real-time with customers and monitoring and managing reputation.
  • Provide community management services including brand monitoring, incentive programs and content creation.
  • Design a “Help Us Improve” survey an other invitations to participate throughout the web site.

Outbound Marketing

  • Identify customers who’ve given permission and implement methods to increase that database through invitation.
  • Develop an email campaign: design, content plan and schedule.
  • Analyze the CPC and CPM of a display advertising campaigns.

Process improvement

  • Identify all the the touch-points for the corporate-wear customer. Identify the bottlenecks and estimate their cost.
  • Identify opportunities to address and prevent bottlenecks through the corporate-wear user online shopping experience.

User Experience = Merchandising = Content

  • Add appropriate “white space” between images and content sections giving every page a focal point to orient the customer.
  • Perform a site-wide quality check in all major browsers to find, document and correct errors.
  • Evaluate and recommend product review and customer rating tools.
  • Test site-wide navigation architecture for logic and optimal experience.
  • Improve landing page layout and content to give customers a clear path to getting needs uniquely met.

Content

  • Re-write, style and re-order text content to improve merchandising, user-experience and SEO.
  • Improve typography site-wide through css: font, size, character and line spacing.
  • Through customer interactions, identify unmet needs and new opportunities to serve and delight corporate wear customers.
  • Develop 3 corporate wear customer personas and begin blogging on topics that appeal to each of those..

Measurement

  • Customer database growth from 35k to 100k.
  • Reduce bounce rate to at or below industry benchmark
  • Decrease ratio [new visits : total visits] by increasing loyalty (repeat visits)
  • Increase conversions

ERP

  • Determine existing system(s) constraints on short and long-term growth.
  • Evaluate vendor solutions and ROI.
  • Determine how to facilitate end-user change issues to insure customer service continuity.

Technology Partnership

GENEVA Group Inc. – ERP Systems and Solutions for Corporate Wear
Microsof NAV & Pebblestone Software
Pebblestone Fashion is the premier Microsoft ERP solution for companies that produce or distribute:

  • Apparel
  • Footwear
  • Accessories
  • Sporting Goods

Pebblestone Fashion is designed with powerful functionality for companies that must manage styles, colors, sizes, fabrics, designs, dimensions and more.

Pebblestone Fashion collects and presents key information through the entire product life cycle. The effectiveness if this partnership is a shared belief that a leadership approach to client services is essential to achieving success metrics and a strong ROI. This approach is based on deep understanding of the impact of change on growth objectives, business processes and corporate culture.

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