Designer fashion brand Perry Ellis has been navigating the retail space since its founding in 1976. What first began as an American brand has exploded into a national presence, and that has required the company to shift and adapt to new needs. Among them, more efficient and expedited fulfillment to meet increasing consumer demands.
Jay Nigrelli, the company’s senior vice president of e-commerce has set his sights on achieving these goals ahead of the holidays as part of his responsibilities across digital performance marketing, platform management, on-site merchandising, tech stack partnerships, post-purchase customer service, and any business relationships that impact the customer experience.
While the in-store experience remains key, for a company that has about 40% or its business generated via online sales, the real opportunity for enhancement falls within delivery. Shipping costs were escalating — the company had to raise its free-shipping threshold from $75 to $99.
“We know customers who don’t meet that minimum will have their eyes on shipping costs, especially as the holidays approach,” Nigrelli tells RIS, and that’s why he’s working with Via.Delivery to transform fulfillment and lower costs.
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Partnerships to Ease the Burden on Price-Conscious Shoppers
Nigrelli sought out a solution that would provide alternative shipping options for consumers to lower costs for both customers and the company.
“Shoppers are more price conscious than ever, right now, and our online shoppers are looking for ways to balance shipping costs with speed, convenience, and security,” he says. “Moreover, we know the bulk of Perry Ellis customers live in urban areas where there’s a high level of shared housing.”
According to Nigrelli, market data signals that consumers who live in condos or apartment buildings don’t want their packages dropped at their doorsteps due to the higher risk for stealing. And so Perry Ellis wanted to give them the option of buy-online-pick-up-anywhere (BOPA) — it provides them with a more convenient, affordable option and alleviates their security concerns.
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“We’re pursuing both BOPIS and BOPA (buy-online-pickup-anywhere) partnerships — both to save on costs and to give customers more options,” says Nigrelli.