Industry: Mass Merchants & Dept Stores
Solution: eCatalogs, Targeted Email & Print
Challenges:
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Improve average order value, drive to stores |
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Leverage weekly print ads to broader multi-channel use |
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Visually convey product details and quality online |
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Improve inefficient internal workflows |
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Build brand loyalty by enhancing the shopping experience |
Mervyns, a leading promotional neighborhood department store, is using Scene7’s full service hosted eCircular solution to deliver regionally-based weekly ads online. Mervyns began the detailed search for a new provider in September 2005, after its sale from Target Corporation was complete. Part of Mervyns’ requirement was to improve turnaround time, streamline internal resources and inefficiencies, enhance the customer experience by adding more sophisticated and interactive features such as dynamic zoom to its online circular, and drive more business to its store locations. After evaluating several competitive offerings, Mervyns selected Scene7 to create and publish its online circulars due to its superior customer service reputation, automated production processes, and broad, market leading rich media capabilities.
Customers can now log on to the Mervyns Web site and enter their zip code to view different products and promotions via the eCircular for their specific region. When browsing online, they can add desired items to a wish list, which can then be printed and brought into a local Mervyns store to complete the purchase.
Results
By utilizing Scene7’s completely outsourced service option, Mervyns has increased the average order value of its online wish lists, while reducing its production costs and providing enhanced value to its customers. Since implementing the Scene7 solution, the feedback from Mervyns’ customers has been positive, as evidenced by an increase in the number of customers using the eCircular and the average time spent browsing each section.
In addition, Scene7 provides personalized email campaign notices with stylized fonts and graphics announcing the latest Mervyns ads, which is an added benefit to shoppers as an additional way to see the latest promotions in real time.
“We selected Scene7 for our online circulars based on its robust platform and outstanding reputation as a thought leader,” said Terry McDonald, Senior Vice President of Marketing for Mervyns. “Scene7 is a great fit for us. Since implementing this new platform we’ve experienced a significant improvement in both business results and internal processes, and can provide an increased level of service and greater convenience to our customers throughout a wider geographic area.”
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