Earlier this summer, New York & Company (NY&C) joined Zmags for the first in our “Master Marketer” webinar series. In the webinar, Paul Carroll, NY&C company’s vice president of digital and e-commerce creative, discussed how Zmags’ flagship product, Creator, has enabled his team to grab consumer attention, boost sales and reduce the cost of creating and publishing mission-critical digital experiences. Like many apparel retailers, NY&C uses a mix of online and in-store campaigns to sell its wares.
Prior to using Zmags, NY&C faced technical and process-based challenges in converting all of its assets to an online mobile environment. The result was a creatively limited user experience that didn’t work well, especially on mobile. One campaign with Zmags Creator for NY&C’s Sweet Pea apparel line convinced Carroll that the platform represented a simple way to put creative content and engaging experiences together. NY&C’s metrics that refer to goods “turning on a 2 or 3”– which means inventory is sold out in 2 or 3 weeks–were easily and repeatedly beaten. For example, the Sweat Pea line sold out in 0.7 weeks, an unprecedented amount of time of approximately 4 days. Since the initial engagement of using the Creator, NY&C’s website has had a 600 percent improvement in site views.
Listen to the webinar here to find out how NY&C achieved this level of success. We’ve outlined and expanded below five key takeaways from the discussion.