Stamford-based clothing line retailer Vineyard Vines is calling on IBM to ramp up its shopping experience.
Ian Murray, CEO and co-founder, said Vineyard Vines will start using IBM-made WebSphere Commerce software to attempt to expand beyond its traditional shopping to include online purchasing and to integrate smart phones and social networks to its offering.
“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 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.”
Murray said the strategy also hopes to gain more intelligence about individual customers’ buying preferences so they can deliver personalized incentives and attract additional sales. Among other things, the software allows the company to compile and compare purchase histories of customers.
Murray said besides promotions, Vineyard Vines is using technology to ensure consistency in product promotions, discounts and returns, regardless of how customers shop.
