Published on 03-Dec-2012
Customer:
Boden
Industry:
Retail, Consumer Products, Wholesale Distribution & Services
Deployment country:
United Kingdom
Solution:
Cloud Computing, Customer Relationship Management, EMM - Digital Marketing Optimization, SmartCloud - Solutions, Smarter Commerce, Smarter Marketing, Smarter Planet
Smarter Planet:
Smarter Solutions for Retail
Overview
J.P. Boden & Co Ltd. (Boden) is a clothing retailer with a multichannel approach to selling clothing in the United Kingdom and the United States. The company was founded in the United Kingdom in 1991 as a menswear label and has gradually expanded the scope of its operation. The clothier now operates retail stores, call centers and country-specific e-commerce sites that sell a broad range of clothing and accessories for men, women, children and teens. Boden employs approximately 800 people.
Business need:
Boden has been expanding its business by adding new product lines and investing in a multichannel sales approach in Europe and the United States. To ensure ROIs in its online e-commerce sites and compare that performance with other channels, the company needed to understand how consumers navigated the site and why they chose to make the purchases they did.
Solution:
Using a behavioral analysis solution, Boden can follow the paths of shoppers on its site and use new insights to support design and product placement changes. The solution shows in aggregate what consumers are looking at on the site. The complex relationship between products, site design and even price is revealed, allowing the company to make investments in improving the site. Call center representatives can also anticipate questions about styles and help with navigation issues.
Benefits:
Increased by 160 percent the number of trouser orders after microsite launch
Increased by 11 percent the average weekly number of trousers sold online compared to other channels
Increased customer loyalty and repeat visits
Case Study
J.P. Boden & Co Ltd. (Boden) is a clothing retailer with a multichannel approach to selling clothing in the United Kingdom and the United States. The company was founded in the United Kingdom in 1991 as a menswear label and has gradually expanded the scope of its operation. The clothier now operates retail stores, call centers and country-specific e-commerce sites that sell a broad range of clothing and accessories for men, women, children and teens. Boden employs approximately 800 people.
The Opportunity
Boden has been expanding its business by adding new product lines and investing in a multichannel sales approach in Europe and the United States. To ensure ROIs in its online e-commerce sites and compare that performance with other channels, the company needed to understand how consumers navigated the site and why they chose to make the purchases they did.
What Makes It Smarter
Using a behavioral analysis solution, Boden can follow the paths of shoppers on its site and use new insights to support design and product placement changes. The solution shows in aggregate what consumers are looking at on the site, down to the specific colors and sizes of clothing in stock. The complex relationship between products, site design and even price is revealed, allowing the company to make confident investments in improving the site. For example, the creation of a microsite dedicated to helping shoppers choose trousers revealed differences in behavior between online and offline shoppers, helping the company position hot sellers at the top of web pages and on the racks of retail stores. Call center representatives can also anticipate questions about styles and help with navigation issues.
Real Business Results
· Increased by 160 percent the number of trouser orders after microsite launch
· Increased by 11 percent the average weekly number of trousers sold online compared to other channels
· Increased customer loyalty and repeat visits
Products and services used
IBM products and services that were used in this case study.
Legal Information
© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States November 2012 IBM, the IBM logo, ibm.com and Coremetrics are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.