Shirtmakers largest global store improves customer experience and adds new media content
Thomas Pink, the LVMH-owned Jermyn Street based shirtmaker, has unveiled its newly refurbished transactional website, which it says is the largest store in its network.
The retailer said its new site has been developed to meet the needs of an increasing sophisticated e-commerce customer in the rapidly changing environment of online retailing and places Thomas Pink at the forefront of multichannel retailing.
The new features are designed to provide easier online shopping, with simplified product categories across menswear, womenswear and accessories allowing for faster search. The redesign, based on BT Fresca’s FrescaCommerce Platform, features cleaner product pages, improved product zoom and colour groupings, along with a reduced number of steps in the checkout process allowing for faster checkout. It also includes refinements based on stock availability within the selection to reduce customer dissatisfaction from stockouts.
World-leading multichannel ambitions
Nadine Sharara, head of e-commerce at Thomas Pink, commented: “This redesign marks the first step of an evolving e-commerce overhaul for Thomas Pink. Using technology as the enabler our objective is to make online shopping as simple as possible, with our customer absolutely core to our strategy. We have invested a lot of time and energy in data enrichment, reflected in this first phase by clearer categorisation and site navigation.”
The retailer was keen to achieve a consistent look and feel between stores and the new website, giving consumers consistent familiarity with the brand, regardless of whether they shop online or instore; while the introduction of model shots and catwalk videos on select womenswear and menswear seasonal lines are designed to give the customer a clear visual impression of how a product fits and looks on. It also includes use of imagery from the Thomas Pink seasonal advertising campaigns, shot by award-winning photographer Mathew Brooks.
New media development just the start
It has also added new media content with award-winning media channels – Pink TV and Pink Radio. These deliver shirt looks as short film animations shot by award-winning video agency, Adjust Your Set, and animated guides show customers how to tie a tie in various patterns, tie a bow tie, fold a pocket square and iron a shirt, for example. The radio channel developed by Mood Media Europe includes a 3,000-track playlist of the best of British music. And “Shirt Tales” provides an expert guide on everything about shirts, from the most technical details behind the art of shirt making, to clever tips on how to wear, style, colour and even wash shirts.
“This launch is only the beginning for Thomas Pink,” added Sharara. “It’s visually a step change forward for us, with efficiencies that are ultimately designed to improve our conversion across all markets. Coupled with smarter trading and invigorated marketing initiatives, I’m hugely excited about our potential and very much looking forward to the future. Over the coming months we have a menu of interesting developments that will further enhance the online shopping experience by blurring the channel lines and establishing Thomas Pink as a world leading multichannel brand.”