NYDJ and Capgemini

Capgemini and NYDJ:
A Multi-Cloud Approach to
Digital Experience Excellence
Rich Lyons
Head of DCX North America
Capgemini
Shaun Lewis
VP of Marketing & Direct to Consumer
NYDJ
Salesforce Connections 2019

2© Capgemini 2019. All rights reserved |Capgemini and NYDJ: A Multi-Cloud Approach to Digital Experience Excellence | June 2019
Rich Lyons
Head of DCX North America,
Capgemini
About Capgemini DCX
North America
A global leader in consulting, technology services and digital
transformation, Capgemini is at the forefront of innovation to
address the entire breadth of clients’ opportunities in the
evolving world of cloud, digital and platforms.
Its DCX practice specializes in creating differentiating
experiences that foster relationships through Commerce,
Marketing, Sales and Service solutions.
We help our clients craft successful digital customer
experience strategies, put them into practice, and continually
optimize them for long-term success.

Shaun Lewis
VP of Marketing & Direct to
Consumer at NYDJ
About NYDJ
Headquartered in Los Angeles and inspired by California
style, NYDJ is a denim and apparel brand designed to make
women feel fabulous, confident, and amazing.
Believing that “Fit is Everything,” NYDJ is renowned for
pioneering fit technology in denim and an inclusive size
range so every woman can enjoy comfortable, flattering
jeans that feel like they were made just for her.

Multi-Cloud Solutions
Benefits:
 Faster time-to-market
 Reduced implementation costs
 Seamless integrations within existing
technology

Capgemini + Salesforce
Making connections that matter for 10+ years
2018 Solution
Innovation Award
Top Salesforce
®
Commerce Cloud
™
Implementer
2018 Mobile App
Innovation Award
2018 Global
Partner of the Year

Capgemini + Salesforce
Capgemini’s portfolio of multi-cloud
accelerator solutions:
Unified Commerce
Solution for Grocery
Rapid Marketing
Launch Program
Rapid Commerce
Launch Program
Field Service
Lighting Accelerator

Rapid Marketing Launch Program (RMLP)
Announced June 2019
 Enables companies to deliver personalized
customer experiences with Salesforce Marketing
Cloud in 10-12 weeks.
 Speed up the Salesforce Marketing Cloud
implementation process, saving valuable time and
implementation costs.
 Includes a Salesforce Commerce Cloud connector
that smoothly integrates Marketing Cloud to create
an engaging, personalized customer experience.

Unified Commerce Solution for Grocery
Announced March 2019
 Fullforce solution leverages three
Salesforce cloud technologies and
MuleSoft’s Anypoint Platform
 Designed to help grocers capture loyalty in
the rapidly expanding online grocery
market by improving the ordering
experience.
 Helps retailers deliver on their business
goals and address the needs of the modern
grocery shopper by providing eCommerce,
marketing and customer service capabilities
through Salesforce Commerce Cloud,
Marketing Cloud and Service Cloud.

Announced June 2018
Rapid Commerce
Launch Program
 Customers can launch a Salesforce Commerce
Cloud site in fewer than 12 weeks, saving
valuable time and implementation costs.
 Delivers a fully branded, feature rich
eCommerce experience complete with
responsive design, developer style guides,
pre-integrated functionality, and
comprehensive eCommerce testing.

NYDJ Heads to the
(Multi-)Cloud

Our Mission:
To be the best women’s casual lifestyle brand, providing COMFORT,
CONFIDENCE and STYLE for our consumer every day.
Our Purpose:
NYDJ jeans are designed by women, for women to make
women feel FABULOUS.
Our Promise:
NYDJ is an apparel brand built on customer loyalty that runs deep and true.
When you wear NYDJ, it’s almost as if it’s been customized for you.

To be NYDJ , it has to be ...
 Denim-friendly (always pairs perfectly with jeans)
 Flattering (designed with your curves in mind)
 Comfortable ( feels even better than it looks)
 Classic with a twist (never basic or boring)
 Versatile (dresses up or down and layers well)
 Casual but chic (effortless but pulled together)
 Quality and accessible luxury ( premium look and feel, with a high perceived value)
13
NYDJ is:
Feminine Flattering Comfortable
Stylish Confident Inclusive

2016
Signs Ashley Graham to her first brand
campaign, along with Christie Brinkley,
Lana Ogilvie and Bridget Moynahan for
its spring/fall campaign.
Opens first two retail stores in
Scottsdale, Ariz., and Garden City, NY.
Launches denim technologies Cool
Embrace
®
, Future Fit Denim
®
and Sure
Stretch
®
.
2017
Hosts the national Fit Tour
Denim Try - On Event to cast
real women to appear in its fall
campaign.
2018
Launches inclusive-size-run
denim collection Curves 360.
Brings ecommerce
platform in house with
Salesforce.
Launches on QVC.
Maintains number-one,
premium-denim spot in
department stores via NPD.
2003
Launches Tummy Tuck by
Not Your Daughter’s
Jeans with headquarters
in Los Angeles.
2011
Launches nydj.com.
Becomes the number-one-selling
women’s denim brand in U.S.
department stores.*
2 0 0 9
Moves to a larger
headquarters and distribution
center in Vernon, Calif.
Opens a showroom in New York.
Trademarks Lift Tuck® Technology.
Appears in its first ad in Vogue magazine.
2012
Not Your Daughter’s Jeans
becomes NYDJ.
2013
Introduces tops and jackets.
Opens flagship door at
Bloomingdale’s 59th Street in
New York.
Signs Helena Christensen as
the first face of the brand.
Runs its first national TV
campaign.
2014
Signs Bridget Moynahan as a
brand ambassador.
Introduces new store concept with its flagship
at Macy’s Herald Square in New York.

Our Consumer
As we consider opportunities for NYDJ’s ecommerce channel, current data shows our consumer is spending more time on our
website and is purchasing more product digitally than ever before.
 Net Sales Growth
• Q1 2019: +40%
 Conversion +8% to LY
• Desktop:+30%
• Mobile: +58%
• Tablet: --
 Traffic: +22% to LY
 +11% email growth
since site launch
 Visiting 32% more pages
than last year
 NYDJ.com customers are:
• 65% are 55 – 65+
• 25% are 35 – 54
• 10% are 18 – 34
 She is purchasing more in all
sizes:
• Missy: +52%
• Petite: +29%
• Plus: +47%
 27% of customers repeat
shop within a year
• Repeat shops 3x yr.

17© Capgemini 2019. All rights reserved |Capgemini and NYDJ: A Multi-Cloud Approach to Digital Experience Excellence | June 2019 17© Capgemini 2019. All rights reserved |Capgemini and NYDJ: A Multi-Cloud Approach to Digital Experience Excellence | June 2019

Partner Selection
Constraints
 Small team
 Limited IT resources
 Time sensitivity
 Older consumer:
• Slow to adopt
• Sensitive to change and
disruption
Platform
• Cloud-based solution (SaaS)
• Stability
• Scalability
• Fast innovation
• Support and guidance
• Integrations
• Personalization
Partner
• Experience and expertise
• Speed to market
• Guidance
• Maintenance and support

Third-Party Integrations

The new site launched June 2018 and
continues to see month-over-month growth
Year-to-Date
Revenue is up
43%

 Over 81% of searchers are seeing
results when they search.
 Searchers are converting at over
15%, which is 383% higher than
benchmark rates.

Shop and Browse: Category Pages
 Large grid page images
showing price, color
and ratings
 Additional sizing
displayed
 Quick View product
display
 Ability to drill down
search results in the
left nav

Product Details Page
 Use high-res images
and product zoom
 Left-positioned alt
images
 Product name, rating,
price and Add to Bag is
above the fold

The Best Digital Experience
Personalization
 Personalized customer journeys
 Predictive product
recommendations
 Predictive content
 Guided navigation
 AI-aided trial

Desktop visitors convert at
11% higher than benchmark
and tablet visitors convert at
156% higher than
benchmark rates

 Real-time updates
 Email segmentation
 Customer behavior analysis

 Then: With its previous email service provider, NYDJ
had a collection of fragmented customer data, and
was not able to personalize its shopping journeys
SFMC: Then & Now
 Now: Capgemini implemented Salesforce Marketing
Cloud and transformed the way NYDJ gleaned insight
into its customers.
NYDJ has a 360-degree profile of its customers to better
connect with them at relevant moments in their
shopping journey.
Capgemini designers helped formalize a Marketing
Cloud implementation process by creating templates for
NYDJ’s marketing, commercial and transactional emails.

Salesforce Marketing Cloud Data
58% 15%
Increase in mobile
conversion since
launch
Growth in email
subscribers since
launch

Planned Initiatives & Roadmap 2019-2020
 Mobile experience: comps
in place, rolling out
recommendations prior to
code freeze
 SEO: Reviewing current set
up to ensure optimization
 Potential Canada Expansion
 Quick wins & optimizations
prior to holiday season
Commerce
 *Ad Studio*
 Mobile Connect
 Email Strategy & segmentation
 Personalization
Marketing
 Chat bot
 Digital Engagement
(Facebook)
Service

Q&A

Visit us at
Booth 76

A global leader in consulting, technology services and digital transformation,
Capgemini is at the forefront of innovation to address the entire breadth of clients’
opportunities in the evolving world of cloud, digital and platforms. Building on its
strong 50-year heritage and deep industry-specific expertise, Capgemini enables
organizations to realize their business ambitions through an array of services from
strategy to operations. Capgemini is driven by the conviction that the business
value of technology comes from and through people. It is a multicultural company
of over 200,000 team members in more than 40 countries. The Group reported
2018 global revenues of EUR 13.2 billion.
About Capgemini
Learn more about us at
www.capgemini.com
This presentation contains information that may be privileged or confidential
and is the property of the Capgemini Group.
Copyright © 2019 Capgemini. All rights reserved.

NYDJ and Capgemini

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