Building successful businesses online.
White + Warren
Converting Window Shoppers into Online Customers
Scoop:
Love the luxurious feel of cashmere but scared of exorbitant costs? Check out White + Warren. The company offers stylish knitwear pieces of the finest quality at affordable prices. Founded in 1997 by fashion experts Susan White and Barbara Warren, the cashmere collection for everyday living proved an instant success with shoppers, fashion editors and celebrities.
Today, the White + Warren line continues to expand, offering eco-friendly materials, such as bamboo and organic cotton, and including a host of additional items for a contemporary lifestyle. White + Warren pieces are available in stores around the nation and online at www.whiteandwarren.com
Story:
When White + Warren first approached ECommerce Partners, the company already had an ecommerce solution in place but was disappointed with its performance. Low visibility in search engines meant the site lacked traffic. Poor user comfort and multiple performance problems spelled high cart abandonment. A lack of advanced features, such as videos and rich media, did not help matters either. In short, the site produced low conversions and low revenues. Business savvy and quality conscious, the White + Warren team knew it could do better and decided to upgrade the company's ecommerce solution. That's when ECommerce Partners entered the picture.
Solution:
ECommerce Partners sat down with White + Warren to detect and analyze the existing issues. Then the company created an online strategy, defining the following main goals:
- Create an advanced ebusiness that maximizes handling efficiency for the company and user comfort for its customers
- Attract more relevant traffic to the site
- Grow online sales
- Launch an online marketing campaign to complement and support offline branding
To achieve these goals, ECommerce Partners completely revamped White + Warren's existing x-cart platform, redesigning the site to match the brand's high-end image, implementing clearly organized home, category and product pages, streamlining the navigation so shoppers could easily locate all desired items, accelerating the checkout, and dramatically enhancing the shopping experience in the process. ECommerce Partners also integrated SEO related features, such as URL re-writes and product feeds to increase rankings in major search engines and attract quality leads. Additional cutting-edge features were included to give White + Warrant more control and more flexibility, empowering the company, for example, to create and change its look books.
Success:
While the project is still ongoing, first results are in. And they are impressive. Visitors to the site now enjoy a fun shopping experience, with excellent customer service and a number of advanced features including, easy-to-update customer profiles, express check out, shipment tracking, and more. The better the shopping experience, the lower the cart abandonment, and White + Warren executives are already starting to see results as more and more browsers convert to online shoppers. As the project progresses, White + Warren and ECommerce Partners will upgrade the site further, with special email alerts for sales, new trends, and new item arrivals; social media marketing campaigns; videos; and additional exciting content.
Services:
To date, ECommerce Partners has provided White + Warren with the following services:
- Ongoing
