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 Industry: Apparel & Accessories Solution: eCatalogs  Challenges:
Coldwater Creek is a multi-channel retailer of women’s apparel, gifts, jewelry and accessories. Catering to the professional women, Coldwater Creek prides itself on delivering world class customer service and product selection whether it be online, through its retail stores, or print catalogs. Coldwater Creek was looking to extend its multi-channel reach and allow customers to browse its printed catalogs online. As part of its multi channel retail strategy, Coldwater Creek sends out over 100 million catalogs per year. All of the company’s 3,000 products are also available online. Coldwater Creek’s customer base is made up of professional women between the ages of 30-60, who like the convenience of online and catalog shopping, while also enjoying an “in store” experience when time permits. Best Practices:
After evaluating other full-service offerings, Coldwater Creek originally selected Scene7’s fully hosted eCatalog service solution for the creation, publishing, and hosting of eCatalogs. Scene7’s flexible deployment options – full-service, self-service, or license – enabled Coldwater Creek to choose the plan that fit its immediate need – while having the ability to change as its business needs evolve. After meeting with the Scene7 Client Services team to determine the project scope, timeline, and deliverables, Coldwater Creek provided Scene7 with PDF versions of its print catalogs. The Scene7 project team was responsible for the entire eCatalog production process including ordering each page correctly, creating hotlinks to product pages on Coldwater Creek’s Website, testing all pages and links for quality and functionality, and publishing the finished eCatalog to Scene7’s hosted network for final approval. The entire process took less than a week. Coldwater Creek’s customers can browse the published eCatalog right from Coldwater Creek’s Website, with the ability to flip pages, zoom in on product details, mark items with Scene7’s “sticky notes” feature, and purchase items directly from the eCatalog. Results: Scene7’s eCatalog full service solution has improved the shopping experience for Coldwater Creek customers without a strain on Coldwater Creek’s in-house resources. The interactive zooming and panning allows Coldwater Creek customers to inspect the quality of products in greater detail, improving the visual information that can help drive a purchase decision. The eCatalog solution has given Coldwater Creek customers an additional channel to purchase Coldwater Creek products in a familiar, easy-to-use format. In addition, Coldwater Creek is able to re-purpose existing print catalog materials, extending the use of these assets and delivering clear, consistent branding to its e-commerce Website. Recently, Coldwater Creek increased the number of eCatalogs they planned to publish moving forward, thus, they moved to Scene7’s Infinite Imaging Network, a self-service option to bring eCatalog publishing capabilities in house. This has enabled Coldwater Creek full control of production, reduced time-to-market and ultimately lowered the cost of ownership with no infrastructure investment. The team was recently trained in a day on Scene7’s self service eCatalog option. “Scene7’s full services eCatalog solution is helping us deliver our print catalogs to our online customers – giving them another way to shop for our products,” said Christine Laczai, VP, Internet Division. “Scene7’s Client Services group provided us with excellent full service - and now that we’ve brought the eCatalog production in-house they are helping us set up processes and ensuring that we make the transition without missing a beat.” To Clients Overview  |
