Challenge: Talbots customer base was getting older and the brand wanted to insure it appealed to younger shoppers and communicated with them in a relevant way.
Objective: As one initiative, Plan-it evaluated Talbots’ web site and potential enhancements to it. A key objective was to help Talbots gain a competitive advantage over other online retailers by providing a more enjoyable online shopping experience that showcased the merchandise in a compelling way.
Solution: Exploratory web research among customers and prospects helped understand relevance and interest in using the site, and helped identify enhancements that would be key drivers in encouraging future site visits and purchases, while ensuring it did not turn off the older customer base.
Result: Changes were implemented to the site. Today, Talbots direct operations has a worldwide circulation of 45 million.