When every change to a website has to wait for a developer, new collections launch late and campaigns go live whenever the team gets to them. In fashion, where the range changes from season to season, that kind of delay can easily turn into lost sales. For LadyB and Bozi, we built online stores on the Shoppsy platform. The marketing team now publishes products, promotions and banners on its own, whenever it decides to.
LadyB and Bozi are related brands that speak to different customers. LadyB offers lingerie, hosiery, shapewear and sleepwear, while Bozi offers clothing and accessories for women and men. Together they have 7 main categories and 35 subcategories, from tights to men’s suits. The two sites link to each other, so a customer of one brand can easily find the other.
Customers of both brands look for quality and style. Before buying, they want to see how a product looks, what it pairs with and whether it comes in their size. The sites had to show how each product fits into the shopper’s personal style. At the same time, the path from first visit to checkout had to be short and frictionless.
On the previous system, every change, from publishing a new product to swapping a banner, had to wait for a developer. As a result, marketing couldn’t keep up with the pace of the market. A promotion planned for a specific day depended on when someone from development was free. The bigger the product range, the more that bottleneck costs.
Premium brands have one more requirement: the website’s design has to match the quality of the products. Otherwise, shoppers leave before they even look at the collection. Many customers browse fashion on their phones, so the mobile version had to be just as good as the desktop one. With two stores and 35 subcategories, shoppers also needed a clear way to find what they were looking for, fast.
Both brands got online stores on the Shoppsy platform. The starting point was the team: the site had to be run by marketing people with no technical background. On top of that, we built the design and category structure so the site sells just as well on desktop as on mobile. The work focused on three areas:
The marketing team now adds products, launches promotions and changes banners on its own. Updates that used to wait for a developer now take just a few clicks. New collections and campaigns go live on marketing’s schedule. Developers have more time to build new features.
With subcategories and filters, shoppers find products more easily on both desktop and mobile. The side cart lets them keep shopping without going back a page. Both brands websites now look as good as what they sell. When a new category comes along, the team adds it themselves.
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