Overview

Specialty apparel retailer vineyard vines turned to CrossView to help it tie together sales channels and create a cohesive brand experience across all of its sales channels.  CrossView customized and deployed IBM WebSphere Commerce and implemented a new web store for the retailer.

 

Reference Site

http://www.vineyardvines.com

Customer Background

Specialty apparel retailer vineyard vines® was started by two brothers, Shep and Ian Murray, in 1998. The team quit their corporate jobs in New York to start a clothing company centered around the good life as they remember it, spending their summers in Martha’s Vineyard. With no money and little experience, they set out to make ties that represent the finer places and things life has to offer.

Now a multi-million dollar business, vineyard vines has extended its brand beyond its signature small-print neckties.  Today, the retailer markets a full range of apparel and fashion accessories for men, women and children.  Products also are sold through catalogs and call centers, nine brick-and-mortar stores in communities dotting East Coast and Mid-Atlantic states, as well as through 500-plus speciality and department stores. 

Business Need

The retailer turned to CrossView to build and implement a commerce platform that not only would support growth, but break down barriers between sales channels.  “We’re a multi-channel retailer and we wanted a solution that allowed us to take a single view across all channels – and to offer a consistent experience,” says Quinn Veysey, manager, Direct Sales, vineyard vines.  “CrossView understands this vision, and offers solutions and expertise that can take us where we want to go with technology.”

Benefits of Solution

The CrossView cross-channel solution is based on IBM WebSphere Commerce and leverages IBM’s Retail Integration Framework.   The technology includes an array of precision marketing features and “conversation-starters” that can be leveraged to engage customers and grow sales across all channels.   The commerce platform can be extended to call centers, catalogs, point of sale and, of course, serves as the foundation for the vineyard vines web store, which CrossView revamped.  

Now pages load lightening fast.  Content management is easier, faster and far more efficient.  The retailer’s business team can change content practically on the fly – and without relying on developers or technical experts.  New marketing campaigns or special offers, for example, can be promoted through e-spots created and launched by the content team in almost no time.  Moreover, CrossView Integrations such as CyberSource plugin, provide additional flexibility.   Overall, vineyard vines expects these and other CrossView improvements to the web store to heighten customer satisfaction, increase sales, accelerate time to market and improve operational efficiency.