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Nine West Group: Engaging with Customers as Brand Ambassadors
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Retail
- Consumer Goods
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- System Integration
- Software Design & Engineering Services
The Challenge
Nine West Group, a division of Nine West Holdings, Inc., aimed to increase e-commerce sales for its Ninewest.com website while building brand value in support of more sales at partner retailers. The company wanted to provide an optimal e-commerce experience to drive incremental revenue, build brand satisfaction for future in-store purchases, and reduce support costs while improving customer service. The challenge was to stay competitive in e-commerce, which has become more complex over the years. The company needed to consider what their site looks like on a variety of screens—desktop, laptop, tablet, and smartphone—as well as a variety of operating systems. Today’s customers expect to be able to access real-time help at the touch of a button.
About The Customer
Nine West Group, a division of Nine West Holdings, Inc., is a global designer and marketer of branded footwear, accessories, and jewelry. Its iconic, global brands (Nine West, Easy Spirit, Anne Klein, Bandolino, Enzo Angiolini, and Circa Joan & David) have heritages over 30-years old and established presences at major retailers in the United States as well as internationally through licensing and distributor relationships. The company also markets directly to consumers through branded specialty retail and outlet stores, and through its e-commerce sites. The Nine West brand was established in 1978 and named after its founding address—9 West 57th Street in New York City. Nine West is one of the world’s most recognized brands for women’s footwear. The brand operates its own retail stores and its products are prominent at department stores and other retailers. Consumers can also buy directly from Nine West’s e-commerce site, which is managed by Milton Pappas and his team. Its parent company, Nine West Holdings, Inc., also owns other well-known brands such as Easy Spirit, and operates Easy Spirit’s e-commerce site as well as several other e-commerce sites, including one for the brand Jones New York.
The Solution
Nine West Group deployed LiveEngage, a digital engagement solution from LivePerson, for its Nine West brand that is integrated with its Demandware Commerce platform. Nine West agents now use Click-to-Chat buttons and proactive chat to help customers on the Nine West branded website with purchases. The company created eight targeting rules for proactive chat, enabling them to target high-value customers with great precision. The LivePerson Customer Success organization helped Nine West to customize the buttons and invitations to reflect Nine West branding. The company also developed a library of prepared responses to frequently asked questions to maximize agent efficiency. The LivePerson Customer Success manager maintains regular touch points with Nine West and provides reports and scorecards to help the team tweak its strategy and operations for the best results.
Operational Impact
Quantitative Benefit
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