Athletic Wear Company Flexes its Brand on the Web, Giving its Sales More Muscle
Challenge
 |
View
this image  |
The Finish Line, Inc. was preparing to launch a multi-channel, premium
athletic women’s chain called Paiva. The company engaged Molecular to
design an e-commerce site that would establish the Paiva brand in the
marketplace, while infusing the same energy and freshness of the store
concept into a tightly integrated customer experience online. The retailer looked to Molecular for help.
Insight
Paiva targets young, active upscale women, ages 25-40, looking for a blend of sport performance and style. Market research into the online behaviors of these consumers revealed that they wanted easy-to-find products, detailed product information, a high-level of customer service, as well as ideas for putting “a look” together, such as ensembles and suggested coordinates and accessories. This insight was used to guide decision-making throughout the site design and development process.
Approach
Molecular established a creative solution for the site that expresses the unique values of the Paiva brand; premium service, in-depth product knowledge and expertise, and integrated collections that are both stylish and athletic. Imagery, color, tone and layout deliver an immersive customer experience, and innovative interactive search tools help customers find products based on attributes that are most important to them, such as brand, price, color and size. The tightly integrated site also ensures customers experience the same type of shopping experience that they would encounter in the retail stores.
Benefits
- A steady increase of customers since the launch.
- The site captures the unique elements of the Paiva brand and bring brings them to life online through design, content and functionality.
- Consistency with the physical stores provides a familiar experience across all customer touchpoints, encouraging multi-channel shopping behavior and increasing brand loyalty.
