You may have noticed something new about verabradley.com this week. We made a few changes, and it’s all for you! We customized our site to cater to your suggestions and create an amazing shopping experience. Our new digital platform is easier to navigate and even more fun to shop for your favorite patterns and styles. VP of Digital and CRM, Tom, gives the full story behind the new (and improved) verabradley.com.
WHAT WAS THE MOTIVATION BEHIND THE NEW VERABRADLEY.COM?
“The new verabradley.com project was established to develop a digital platform so we could easily build new capabilities that were important to our customers, have greater capabilities to deliver omni-channel experiences and support telling the story of our brand.
To do all of this, we gathered customer feedback on the previous website about what customers liked and didn’t like, what features we had that were beneficial and the features we didn’t have that they would value. We combined that with selecting an eCommerce platform that could grow and scale as our business needs require.”
WHAT ARE THREE THINGS THAT CUSTOMERS CAN BENEFIT FROM ON THE NEW SITE?
1. Improved Mobile Experience
“The mobile experience for verabradley.com improved significantly through ‘building for touch,’ which uses responsive web design and streamlines the steps from browse to purchase. Over 60% of our customers visit and shop verabradley.com on their smartphones, so this became an imperative.”
2. Advanced Design
“We had already implemented many of the visual changes related to our brand relaunch in August 2016. Customers will now see a refined browse and navigation experience, redesigned product detail pages and a simplified and intuitive checkout experience. We know Vera Bradley customers use our website heavily for research, and the improved product page brings enhanced imagery, product videos, helpful reviews and user-generated content to show our product in action.”
3. New Capabilities
“New capabilities like PayPal (top-requested enhancement from customers), a ShopRunner subscription shipping service and E-Gift cards have all been added to the new verabradley.com. We also added the ability to buy online and pickup in your nearest Vera Bradley Store — a convenient way to get your favorite style or new pattern when you have to have it now. Look for even more new capabilities throughout the year!”
WHAT IS ONE OF THE BIGGEST CHANGES CUSTOMERS WILL SEE WHEN THEY VISIT THE NEW VERABRADLEY.COM, AND WHY IS IT A GOOD CHANGE?
“I think we really have made our brand and our product ‘the heroines’ on our new website. We have a new section called ‘Discover’, where you can read our story, see the inspiration for the season, download our patterned digital wallpaper for your phone or desktop and engage with our digital communities.
The changes to both the browse and the product pages really highlight the features and benefits. Each handbag, travel piece and accessory has a unique story to tell.
Please tell us what you think about our new website! There is always a feedback link either floating in the right margin or in the footer of every page for you to share your thoughts with us at any time.” — Tom
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