Spanx Online and In-Store Experiences

Challenge

Cultivate stronger, long-term relationships with targeted consumer groups by delivering personalized and value-driven brand experiences, while advancing innovation within the foundational and shaping apparel categories to maintain market leadership and responsiveness to emerging trends.

Steps to Actualization

Digital: Oversee successful in-house designs, deployments, architectures, code reviews, and upgrades for optimal user-friendly website functionality. Increase market share by applying the principles of authority marketing where targeted brand terms rank in the top three search results within a six-month period and generate an increase in traffic from search engines.

• Content-rich socially integrated websites and apps with seamless omnichannel experience to increase revenue & transactions.
• All supporting four sub-brand websites are differentiated and designed according to brand's targeted demographic.

Physical: In an effort to gain consumer insight and get a read on purchase behavior, execute a "Behind the Scenes" test at two of the SPANX retail stores by replicating the live training of all field sales manager's model. The field presence allows the team to capitalize on the existing department stores foot traffic to connect with the consumer on the spot and influence more purchases.

Solution

A mobile-first approach designed to enhance user experiences, supported by an integrated focus on social and digital media platforms to expand reach among emerging consumer segments. This strategy enabled growth in new demographics while preserving brand integrity and reinforcing relationships with established, loyal customers.

Key Performance Indicators

Engagement Measurement
• Top Five Categories Purchases
• Fabric and Color Preferences
• Relatable Content
• Customer Satisfaction

Performance Measurement
• Users
• Average Session Duration
• Bounce Rates
• Orders
• Returns