vineyard vines embraces cross-channel integration

- April 1, 2010



Santa Clara, CA. – April 1, 2010 –


Specialty apparel retailer seeks to provide cohesive and consistent customer experience

By Samantha Murphy

(February 18, 2010) Specialty apparel retailer vineyard vines has come a long way since it started selling neckties for men back in 1998. The Stamford, Conn.-based retailer now markets a full range of apparel and fashion accessories for men, women and children, selling its products through catalogs, call centers, 500-plus specialty and department stores, and nine brick-and-mortar stores on the East Coast.

To keep up with its expansion and in order to create a cohesive brand experience through these various channels, vineyard vines sought a technology platform that would not only support growth but also tie its sales channels together. It also wanted more data about individual customers' buying preferences to deliver personalized incentives and attract additional sales.

"Growing our business meant we needed to take a customer-focused approach -- providing a uniform experience whether a customer is shopping online or in person," said Vineyard Vines CEO and co-founder Ian Murray. "For us, getting a clear and accurate view of the customer required technology that would allow us to know more about them -- where they shop, what they buy and how often.”

As a result, the company has turned to Santa Clara, Calif.-based CrossView, a provider of cross-channel shopping solutions. CrossView solutions are built on IBM WebSphere Commerce and leverage the IBM Retail Integration Framework, a comprehensive and customizable platform helping retailers deliver a smarter shopping experience across all sales channels.

This software allows vineyard vines to compile and compare purchase histories of customers, and the information is then used to develop specialized promotions. Plans also call for segmented marketing to target customers living close to Vineyard Vines stores to be invited to in-store events.

The company is also looking to implement a loyalty customer program.

“We have a passionate customer base -- so much so that people even send us pictures of them on vacation wearing our products,” said Lindsey Worster, director of brand communications for vineyard vines. “We want to keep track of who’s who and learn more about their individual preferences to target them directly.”

vineyard vines is also reaching out to its customer base via Twitter and Facebook. On Twitter, the company highlights its latest deals, holds contests and engages in dialogue with its shoppers. For example, right before the Super Bowl, the company asked its 3,000+ Twitter followers: “Colts or Saints? Guess the final score and who gets the W to get a VV NFL tie of your choice.” On Facebook, it provides a platform for fans to chat about their favorite brand.

“We are also looking to expand our social networking initiatives,” Worster said. “We’re still looking at innovative ways to proceed and stand out, and hope to do more with it in the future.”

 

This is an article reprint from: http://chainstoreage.com/WebExclusives.aspx?storyId=131161