Brief
Jeanswest wanted a new consumer focused Web site that would open up a new channel for its customers to view its products, make online shopping available to them and better position Jeanswest as a denim expert in their eyes.
The Web site also needed to integrate with Jeanswest’s internal ERP system to ensure that the introduction of online sales to the existing store-based sales would be handled with minimum impact to existing business and fulfilment processes.
In addition, Reactive was required to evaluate Customer Relationship Management (CRM) solutions and implement a suitably featured CRM system to manage the requirements of Jeanswest’s email-based direct marketing activities and member loyalty program initiatives.
Design & Strategy
Reactive worked closely with Jeanswest on a comprehensive scoping phase that enabled a more detailed understanding of business, technical and user requirements and defined the project scope.
The primary objective of the scoping and documentation phase was to create documentation that formed the blueprint for the development of the new Jeanswest Web site and all integration touch-points.
In addition, Reactive investigated multiple CRM options and evaluated their suitability to find the best solution based on Jeanswest’s immediate and longer- term business objectives.
This blueprint outlined Jeanswest’s core requirements, which in turn defined the key performance indicators (KPIs) that would measure the Web site's success.
Solution
The implementation phase involved the delivery of all functionality documented during the scoping phase.
Under very tight deadlines, Reactive delivered a slick consumer focused Web site for Jeanswest enabling direct sales of products online with seamless integration with backend inventory and order fulfillment systems.
Integration with its new CRM system enabled the launch of an enticing new loyalty rewards program in-store and online.
Concurrently, Denim Love Affairs, a social media driven online competition integrated with Facebook and YouTube was launched to reach the target audiences and encourage user participation.
Results
Since going live with the eCommerce site in February 2009, the site has become a valuable additional revenue stream.
The site met its first 12 month sales target, despite a challenging retail environment in 2009.