MarkShale.com

MarkShale.com

Mark Shale

Discovery

In collaboration with Mark Shale management, Billups Design realized that a significant business opportunity existed that would maximize profits and customer engagement. Client data suggested that at least 50% of current customers would shop online if it were available from Mark Shale. Billups Design proposed that to achieve success with this long-term strategy required complete vertical e-commerce integration and marketing – with best-in-class customer service, product recommendations, and a 24/7 team of digital experts to build and support the new platform/channel.

Design

Billups Design designed and built Mark Shale's innovative ecommerce platform and created an unsurpassed and award-winning customer experience: 2006 W3 Award for eCommerce Fashion Retail, 2006, 2008 and 2009 Silver and Gold Medals, Horizon Interactive Awards 2005 Silver Medal, Web Marketing Association Award and more. The platform utilized a range of innovative tools that enhanced the online shopping experience including:

  • High-end product visualization that complemented the award winning physical store experience
  • "Recommendation engine" that utilized both manual and auto input and set Mark Shale apart from competitors
  • Color-swap tool to display products in any color
  • Multimedia presentations in collaboration with fashion houses

And to drive the online business through the fashion seasons, Billups Design's 24/7 team of digital experts developed and executed a weekly email, advertising and landing page remarketing strategy.

This included:

  • Creating fashion-forward campaigns alongside photo studio
  • Creating seasonal redesigns of the interface and shopping inventory - including management and optimization of thousands of product images every season
  • Delivering monthly UX reviews and testing, as well as client and business feedback that improved ecommerce flow and customer experience
  • Building a tool that made it easy to optimize page keywords and meta data

Delivery

Improvements in key marketing metrics for Mark Shale were dramatic:

  • Increasing sales online reduced the frequency and size of printed catalogs saving $2M, or 50% each year.
  • Advertising and email flights spiked traffic and related revenue $30K+
  • An innovative two step checkout increased sales 20%
  • Web services and improved integration reduced customer issues by 80% and therefore reduced overhead
  • And Mark Shale saw an increase in conversion rate and average order size

Bottom Line:

  • In 1999, MarkShale.com revenue was $90,000 or 10% of direct marketing revenue.
  • By 2008, it was $5.5 million and had become the most profitable marketing vehicle generating over 60% of all direct marketing revenue.

Recognition

  • Horizon Interactive Awards 2009 - Gold Medal for eCommerce

  • W3 Awards 2008 - Silver Medal for eCommerce Web Sites