Redefining the value chain in the age of the customer
Redefining the value chain in the age of the customer
Redefining the value chain in the age of the customer
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The Build<strong>in</strong>g Blocks <strong>of</strong> Smarter Commerce<br />
Sell<br />
The North Face<br />
This high-end maker <strong>of</strong> outdoor apparel, equipment and footwear has been<br />
def<strong>in</strong><strong>in</strong>g <strong>the</strong> spirit <strong>of</strong> explor<strong>in</strong>g <strong>the</strong> outdoors s<strong>in</strong>ce its found<strong>in</strong>g more than 40<br />
years ago. But its challenge was to translate <strong>the</strong> outdoor experience to a<br />
Web site that would be compell<strong>in</strong>g and engag<strong>in</strong>g for its <strong>customer</strong>s. In<br />
particular, <strong>the</strong> company wanted to be able to feature im<strong>age</strong>ry, content and<br />
social media that would not only convey <strong>the</strong> right brand mess<strong>age</strong>s to its<br />
<strong>customer</strong> base, but also translate <strong>in</strong>to sales. Its solution enabled new brand<br />
content to be woven seamlessly throughout <strong>the</strong> site, amidst dramatic and<br />
<strong>in</strong>spir<strong>in</strong>g im<strong>age</strong>s <strong>of</strong> athletes <strong>in</strong> action. It also <strong>in</strong>cluded social media features<br />
like rat<strong>in</strong>gs, reviews, video and RSS feeds. And it improved <strong>customer</strong><br />
service by <strong>of</strong>fer<strong>in</strong>g multichannel <strong>in</strong>tegration and a pickup-<strong>in</strong>-store feature.<br />
The site is help<strong>in</strong>g <strong>the</strong> company support more than a million p<strong>age</strong> views a<br />
day, control its Web content without help from IT, and <strong>in</strong>crease <strong>the</strong> aver<strong>age</strong><br />
order size through up-sell<strong>in</strong>g and cross-sell<strong>in</strong>g.<br />
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