http://www.stuartweitzman.com
Situation:
After a successful development and launch of the Spring 2002 Collection, Americaneagle.com was asked to spearhead the development of a new and improved e-commerce site for Stuart Weitzman, Inc. In addition to reorganizing the online catalog, Stuart Weitzman was also looking for ways to revitalize their brand identity and increase online sales through the redesign of their Web site.
Strategies:
Americaneagle.com understands the role that solid planning and strategizing can play in the development of a successful site. For this reason, we conducted extensive research prior to development by soliciting feedback from Stuart Weitzman customers, store representatives and consumer market experts.
The data that we gathered led us to suggest and implement the following Web strategies:
· Improve Navigation
· Simplify Customer Login Procedures
· Enhance Branding and E-marketing Efforts
Improve Navigation
The focus groups provided feedback indicating that the products on the old design were fairly inaccessible, requiring customers to click through several pages before they could begin adding products to their shopping carts. Taking this into consideration, Americaneagle.com simplified the navigation on the Stuart Weitzman site so that
Stuart Weitzman customers could begin shopping and adding products directly from the home page.
Americaneagle.com also improved access to the customer login form, catalog search, and shopping cart by placing these at the top of every page on the site. In addition, Stuart Weitzman customers can also quickly access product descriptions, color selections, wish lists and news stories about Stuart Weitzman.
Simplify Customer Login Procedures
Americaneagle.com helped Stuart Weitzman strengthen sales by implementing a detailed, yet clearly laid-out shopping cart designed to enable users to easily access the product(s) they selected and make final purchases at any time from almost anywhere within the site.
Shoppers always have the option to login to their personalized profile from any page on the site. This allows them to see their purchase / rewards history at all times, encouraging them to purchase more items in order to gain the next reward level. Additionally, all shoppers have the option of becoming a preferred shopper on every page of the site as well as during the final checkout procedure.
Enhance Branding and E-marketing Efforts
Americaneagle.com helped Stuart Weitzman improve their branding and online customer relations by including new features such as "Inside Weitzman" stories that appeared along side the product photo and description areas on the home page.
Monthly newsletters including the Weitzman logo and Stuart Weitzman's photo also serve as reminders for customers to visit the site. This e-newsletter provides an opportunity for Stuart Weitzman to promote any sales events, contests, or featured items.
Impact Results:
By releasing the Weitzman Wire in conjunction with the site launch, Stuart Weitzman has attracted 200 new preferred shoppers to the Web site in just a short period of time. Stuart Weitzman has been able to increase sales and exposure by building site loyalty and recognition through targeted e-mailings. The site's improved navigation capitalizes on these additional visits by allowing customers to place orders with ease.
About Stuart Weitzman:
Stuart Weitzman, Inc. is an industry leader in footwear fashion. With a manufacturing base in Spain, Stuart Weitzman designs more than 300 new styles of shoes and handbags each year. Stuart Weitzman shoes are the favorite choice of movie stars and fashion moguls alike.
Monthly newsletters including the Weitzman logo and Stuart Weitzman's photo also serve as reminders for customers to visit the site. This e-newsletter provides an opportunity for Stuart Weitzman to promote any sales events, contests, or featured items.