eCommerce News & Events On-Demand | Playboy.com Expands eCommerce Operations with Demandware Platform

— Demandware (www.demandware.com) announced today that Playboy.com has expanded its eCommerce operations with the successful launch of ShoptheBunny.com and the relaunch of PlayboyStore.com on the Demandware eCommerce platform. The sites support Playboy.com’s strategy to leverage the strength of the Playboy brand and extend the reach of its apparel and beauty merchandise to new target markets, especially women. ShoptheBunny.com features women’s fashion, intimate apparel, accessories and beauty products, as well as men’s apparel and lounge wear. PlayboyStore.com offers apparel, as well as home fashions, DVDs, magazines and books.

“We chose to launch ShoptheBunny.com and relaunch PlayboyStore.com on Demandware to help us create two new online stores in only a few months,” said Danielle Savin, division vice president of eCommerce, Playboy.com. “There is a huge untapped customer base that has an affinity to the Rabbit Head and our goal for these sites is to capture that demand and grow our business by better serving our customers.”

Following an extensive evaluation of eCommerce platforms, Playboy.com partnered with Demandware to deliver differentiated customer shopping experiences based on the strength of Demandware’s merchandising capabilities, including:

  • AJAX shopping cart – The shopping cart allows customers to access and view their shopping basket at any time without having to click through to checkout, eliminating the disjointed steps of having to press “Add to Cart,” and then “Continue Shopping” to get back to the previous page and main shopping area.
  • Ability to add entire outfits to shopping cart at once - Customers can now buy an entire outfit with ease and add multiple items to their cart at once. This feature was added to drive more items per order and ultimately drive-up the AOV (Average Order Value).
  • Checkout incentives and offers – Shoppers are informed at checkout how close they are to receiving an offer (e.g. free shipping over a certain amount) and whether they meet the minimum threshold before completing their order. Playboy.com can set different thresholds on the average order spend for these messages.

Playboy.com Leverages Demandware Platform to Launch Sites Within Weeks
Following the launch of ShoptheBunny.com, Playboy.com was able to relaunch PlayboyStore.com in a matter of weeks. Using Demandware merchandising tools and User Experience (UX™) Studio design environment, Playboy.com leveraged its initial Demandware eCommerce site architecture, product content, and price repositories to relaunch the new site quickly. And, as with all Demandware customers, Playboy.com expanded its eCommerce businesses without the hassle of buying additional software licenses.

“Playboy.com’s success is part of a larger trend where major companies leverage their brand equity and the online channel to open new businesses,” said Jamus Driscoll, vice president of marketing, Demandware. “Through the combination of its merchandising capabilities and platform extensibility, Demandware makes it easy for global brands like Playboy to target specific customer demographics with refined brand messages.”

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