Home / Knowledge / News / Information Technology / Preppy clothing retailer Vineyard Vines uses IBM WebSphere
Preppy clothing retailer Vineyard Vines uses IBM WebSphere
09
Feb '10
IBM announced that Vineyard Vines, a mid-sized lifestyle brand and retailer of preppy clothing, is using IBM technology to bridge the gap between its various shopping channels while providing customers with a more targeted and personalized shopping experience based on their purchasing history and preferences.

The Stamford, CT-based Vineyard Vines sells a full line of clothing apparel and has expanded its business operations to nine free-standing stores over the past five years. Founded in 1998 by brothers Ian and Shep Murray, the retailer opened its flagship store in 2005.

As traditional shopping channels expand beyond in-store, telesales and mail order to include online purchasing and those through smart phones and social networks, retailers are seeking ways to integrate these channels and close the sale while also gathering more intelligence about individual customers' buying preferences so they can deliver personalized incentives and attract additional sales.

Aware of these dynamics, Vineyard Vines is using IBM WebSphere Commerce to standardize its in-store, online and traditional catalog business on a single platform to reap the benefits of shared information across these channels. Among other things, the software allows the company to compile and compare purchase histories of customers. The information is then used to develop specialized promotions. Plans also call for segmented marketing to target customers living close to a Vineyard Vines stores, who may be invited to in-store events.

“Growing our business meant we needed to take a customer-focused approach – providing a uniform experience whether a customer is shopping online or in person,” said CEO and Co-Founder Ian Murray. “For us, getting a clear and accurate view of the customer required technology that would allow us to know more about them – where they shop, what they buy and how often. We sought a solution to help us deliver a brand experience beyond individual channels. With WebSphere Commerce we have found it"

Besides promotions, Vineyard Vines is using technology to ensure consistency in product promotions, discounts and returns, regardless of how customers shop. For example, customers may return goods purchased online to retail locations, which is not the case with many retailers, or obtain the same discount being offered on an in-store item when buying it online. By teaming with IBM and CrossView, which specializes in cross-channel shopping solutions, the retailer has been able to interconnect its shopping channels while continuing to offer customers a variety of buying options.

By partnering with IBM, resellers and systems integrators can drive more intelligence around mobile commerce and distributed commerce, expanding their networks and gain new insights into the newly evolving world of smart retail and other industries undergoing dramatic transformation.

Vineyard Vines, a company best known for its neckties and smiling pink whale logo, was founded on Martha's Vineyard when the Murray brothers cut their ties with corporate America to start making ties that represented "The Good Life" Vineyard Vines offers a variety of clothing and accessories for men, women and children. Products are sold in over 600 specialty and department stores worldwide. Company store locations include those in Boston, MA; Edgartown, MA; Greenwich, CT; Mashpee, MA; Memphis, TN; Nantucket, MA; The Ocean Reef Club in Key Largo, FL; Washington, DC; and Westport, CT. More information is available at vineyardvines.com.


Must ReadView All

Courtesy: Kai Pilger from Pexels

Apparel/Garments | On 26th Apr 2018

FOBAP in the Philippines trying for garments sector revival

The Foreign Buyers Association of the Philippines (FOBAP), a body...

German investors keen to invest in Pakistan: top official

Textiles | On 26th Apr 2018

German investors keen to invest in Pakistan: top official

A German traders delegation will soon visit Pakistan to explore...

Courtesy: Uster

Textiles | On 26th Apr 2018

Uster Technologies acquires Elbit Vision Systems

Uster Technologies has announced the successful closure of the...

Interviews View All

Jurgen Gauger
Spreadshirt

‘Buying crowdsourced or creative designs are much more appealing to the...

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Rahuul Jashnani
Jashn

‘Online economy has changed the whole dynamics of buying habits.’

Tejas N Patel, Navin D Patel

Founded in 1999 by Navin Patel in the name of Tejas Fabrics with 100...

Suresh P Bagrecha

Komal Texfab, founded in 1981, is into manufacturing of knitted fabrics,...

Sandip Bhojani, Manthan Patel

Krypthm Tradelink LLP is a Surat-based manufacturer of westernwear....

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.9%
No
12.6%
Skip
17.5%

Total Votes: 103

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.1%
No
29.1%
Skip
7.8%

Total Votes: 103

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.4%
No
8.7%
Skip
3.9%

Total Votes: 103

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
82.5%
No
7.8%
Skip
9.7%

Total Votes: 103


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search