GOING SOCIAL AND EXPANDING VIA MULTICHANNEL
PacSun & Demandware
1 website shipping to 43 countries
Katie – a 19-year-old girl who is very active
on social media channels – is a big Facebook
fan and uses it to follow the hottest fashion brands.
This young woman is the perfect consumer for PacSun, who specializes in fashion for
young people in the 17 to 24 age group. The fashion retailer realizes that promoting
its portfolio via social media is the most efficient way to reach this target audience
and achieve its goal of being the favorite place for young people to shop.
When Katie sees a summer dress on PacSun’s Facebook site that she likes, she can
not only check out other shoppers’ reviews and ratings but also click-through to the
website to start shopping. And she doesn’t even have to set up a separate log-in,
she can just use her Facebook credentials. PacSun’s socially integrated shopping
experience is underpinned by Demandware’s cloud-based ecommerce platform.
Coleen McNally, Vice President of IT at PacSun, comments: “Using Demandware
to enable social integration has helped us improve brand awareness and affinity,
resulting in more store footfalls and higher website traffic.”
PacSun’s website is not integrated just with Facebook, but also Twitter, Pinterest,
Instagram and Tumblr via which it connects with thousands of brand enthusiasts
and collects millions of ‘likes’. “With Demandware, we can track reviews and ratings
across all the major social media platforms, and change our website content based
on what’s trending,” adds McNally.
INNOVATING FOR THE FUTURE
Before moving to Demandware Commerce in September 2012, PacSun didn’t
have such strong social capabilities. Its legacy ecommerce solution was heavily
customized, hard to manage, and slow, which meant it couldn’t upgrade to take
advantage of new features.
“We need to keep our business dynamic as our target audience is very
trend-sensitive and demanding,” says McNally. “With Demandware, innovation is