The success of the client’s retail stores presented an opportunity to develop an online channel. Prior to this point, the client had enjoyed limited success with a print catalogue that functioned mainly as an advertising piece. Customers could order items by phone or mail, and those orders would be fulfilled by hand.The challenge was to develop an online channel that complemented the store experience and catered more effectively to the lifestyle of its customers. To make an online experience relevant, it was important to design it to fit the lifestyle and needs of the client’s customers
Apparel Store-Online Retail Channel Development
Key challenges included :
Some key dynamics that were brought to light through research included:
- Stores were popular in towns, but residents may not have a store in their locality.
- Customers, especially women, did not like to try on certain clothing in-store (e.g., swimwear, jeans, or underwear).
- Customers found it difficult to create outfits that were not expressly merchandised in the store or in marketing images.
- Managing and meeting customer expectations on order processing and searching products
Technologies Used :
- .NET Framework 3.0
- Java Script, XML and
- Telerik RadControls
- VS 2005