Chicago – April 29, 2014
Tommy Bahama Implements hybris software to Launch an Enhanced Online Outlet Experience
The hybris Commerce Suite improves Tommy Bahama’s ability to deliver an online outlet store experience designed to impress both new and existing guests.
hybris software, an SAP company and the world’s fastest growing commerce platform provider, announces today that Tommy Bahama, the island inspired lifestyle brand has implemented hybris to launch a branded outlet website.
As a leading apparel retailer, Tommy Bahama needed an online vehicle to move excess inventory at reduced pricing, allowing the brand to dedicate its primary website to full-price product lines. The new website, TommyBahamaOutlet.com, would be required to deliver the same, engaging experience customers have come to expect from the brand, while at the same time providing the flexibility to control variable inventories and execute a non-continuous promotional event schedule.
By implementing the hybris Commerce Suite, Tommy Bahama gained the ability to move excess inventory at a reduced price with less of an impact on current retail partnerships. Since going live in January 2014, the outlet site has offered opt-in membership to guests, who receive email promotions about upcoming sales and events. Tommy Bahama can open and close the site at will, allowing them control over variations in inventory and promoted outlet sale events.
The hybris Commerce Suite brings an unparalleled customer experience to the outlet site, instantly immersing customers in the Tommy Bahama lifestyle. While existing customers see the site as a value-added extension of a brand they know and love, the site serves as an acquisition tool for new customers. By selling products on the outlet site, Tommy Bahama may also reaches new guests and introduces them to the brand, potentially converting them to loyal guests who purchase full-price items from the brand’s primary website.
“We chose the hybris platform because it offered the flexibility and engineering we needed to bring a superior outlet experience to the online marketplace,” said Lisa Atwood, senior vice president eCommerce at Tommy Bahama. “Our partnership with hybris has been top notch, resulting in a highly functional and engaging website that fully supports Tommy Bahama’s ability to efficiently market excess inventory to both new and existing guests.”
hybris provides retailers and other B2C and B2B companies with powerful, single stack technology built for the rigors of today’s marketplace. An exceptionally scalable commerce solution, the hybris platform enables the delivery of highly personalized customer experiences—a key differentiator for large, growth-minded retailers.
“hybris’ ability to equip major brands with robust and flexible commerce technology positions us as one of the world’s leading e-commerce technology providers,” said Steven Kramer, executive vice president sales Americas at hybris. “Tommy Bahama understands the value its customers place on exceptional online experiences, and we are pleased to partner with the brand in its quest to create a unique, online outlet experience that exists alongside the company’s primary e-commerce site.”
Tommy Bahama’s experience with hybris on the outlet site enabled the company to approach its primary website from a global perspective. Going forward, hybris will work with Tommy Bahama to relaunch its primary website and offer a richer customer experience, delivering a solid balance between lifestyle content and shopping opportunities. The redesigned website, due to launch in 2015, is also expected to include content around Tommy Bahama’s stores, restaurants and other business lines.
About Tommy Bahama
Tommy Bahama is part of Tommy Bahama Group, Inc., a wholly owned subsidiary of Oxford Industries, Inc. (NYSE:OXM). Established in August 1992, with corporate headquarters in Seattle, Tommy Bahama is an island-inspired lifestyle brand that defines relaxed, sophisticated style in men’s and women’s sportswear, swimwear, accessories, footwear and a complete home furnishings collection. The company owns and operates over 130 Tommy Bahama retail locations worldwide, 14 of which offer a Tommy Bahama Restaurant & Bar. Through a partnership with Border Free global ecommerce, TommyBahama.com ships merchandise directly to consumers in over 100 countries. Tommy Bahama products are also available at the finest U.S. retailers, including Nordstrom and other specialty retailers. Additional stores will be opening this year. For more information, please visit www.tommybahama.com.
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