As consumers continue to adopt new digital devices and emerging social networks, the customer journey simultaneously becomes more complex. Now more than ever, it’s imperative that online retailers maintain a connection to their customers at every touchpoint to drive conversions, boost brand loyalty and increase revenue.
We may be nearing the holiday shopping season, but that 20-something with a smartphone needs some cabana wear for the spontaneous Caribbean cruise her boyfriend just surprised her with — and she needs it now, or she’s walking out the door (or at least ordering it online from a competitor).
Atlanta-based Oxford Industries, a global retail apparel company with a diverse portfolio of brands — including Tommy Bahama, Lilly Pulitzer, and Lanier Clothes (which manufactures garments for private labels such as Kenneth Cole and Dockers) — was struggling to improve its day-to-day business processes behind the scenes. iPhone-toting customers now demand a seamless, consistent brand experience throughout their shopping journey, whether in-store or online; millennial-aged retail industry buyers and merchandisers want easy-access to virtual lookbooks and rich-media assets; and internal operating units around the globe need ways to improve standardization and efficiencies with a centralized, intuitive workspace.
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