How Retail Apparel Group Joined the Omnichannel Revolution
50% of RAG’s traffic was mobile. Their store was not responsive.
Retail Apparel Group is the largest menswear specialist retailer in Australia. It comprises four brands: Tarocash, yd., Connor, and Johnny Bigg. These brands have become synonymous with smart casual menswear in Australia, and in 2015, RAG ventured into women’s activewear with the purchase of Rockwear. However, the retailer was quickly growing out of its existing eCommerce platform. In 2009, RAG had invested heavily in a proprietary platform, but like many six-year-old digital solutions, it was nearing end-of-life. Their webstores were not responsive to mobile users, and crucially for a fashion company—their websites looked dated. RAG needed a future-proofed system that could support an ambitious, strategic roadmap with a phased roll-out.
RAG had omnichannel ambitions and knew that mobile accounted for over 50 percent of its traffic thanks to a successful email marketing program. Using the old platform, it took forever to implement new features, which were expensive. RAG was also unable to innovate or compete effectively, and they felt limited by a single software integrator. The retailer was committed to laying a strong omnichannel foundation with a mobile-first approach, but needed a powerful, flexible eCommerce solution to pull off a future-proofed system. Naturally, they needed a responsive interface, but they also wanted to streamline their checkout process, revolutionize site search, and execute comprehensive tracking and conversion optimization strategies. After much research, they chose Magento.
The immediate goal was to introduce an exceptional user experience and address the poorly-optimized mobile experience.
Head of Digital, The Retail Apparel Group
Created a future-proofed system that supports a strategic road map.
Valuing their extensive experience in fashion and omnichannel retail, RAG chose Netstarter as their Magento Partner. The objective of the project was to deliver a benchmark omnichannel solution that really performed on mobile. After an exhaustive review process including Demandware, RAG decided on Magento Commerce (formerly Magento 2 Enterprise Edition). The main reason for the decision was that Magento ensured RAG maintained complete ownership of their investment—an opportunity to innovate and differentiate from competitors. Importantly, Magento also enabled RAG to launch their brands without compromising on functionality or settling for a pre-defined template. RAG was also excited about the direction of Magento 2 and the future roadmap of the platform, particularly CMS and B2B functionality. It was time to get busy.
The migration involved a complete overhaul of the UX and the introduction of extensive new functionality to improve the browsing and shopping experience, on all channels. The new stores needed to be more effective in showcasing the company’s brands and their respective product ranges. With enhanced merchandising capabilities, the team was able to present curated outfits in a more engaging format. They added faceted search and integrated an Elastic site search feature that indexed products, categories, FAQ, and store content. The result was a streamlined browsing experience. Meanwhile, a robust promotion rule engine ensured online promotions replicated in-store offers, creating an omnichannel experience for shoppers. Next, they installed a click-and-collect implementation to drive traffic in-store and increase engagement. And finally, a granular optimization of the checkout process reduced cart abandonments and improved the site-wide conversion rate.
The Magento ecosystem presented a number of quick win opportunities for RAG. The Magento Marketplace provided a good starting point to extend and tailor the site’s functionality while reducing time to market. RAG found the ‘promotional rules’ extension particularly useful.
A 99% increase in page views.
The new platform was launched in November 2016, after six months of development. Straight away RAG saw encouraging feedback from customers via social channels about the new customer experience. Finally, the websites looked modern and fashionable, and most importantly, they worked like a dream on mobile. RAG also saw general growth in in-store traffic and revenue. In the first two months after launch, the brand experienced the following improvements:
99% increase in page views
30% increase in the site-wide conversion rate
336% increase in organic traffic
84% increase in paid traffic
We chose Magento as our online platform due to its ease of integration so that we could offer the ultimate Omni Channel experience to our customers and the future looks very exciting!
Head of Digital, The Retail Apparel Group