T.M.Lewin fashions 70% increase in revenue in key product category following website revamp
T.M.Lewin, the apparel brand, has seen a dramatic increase in revenue in its men’s suit category following a website revamp by eCommera, the decision intelligent commerce company. The focus of the revamp was influenced by eCommera’s online decision intelligence tool DynamicAction.
In May of last year, DynamicAction highlighted opportunity to improve performance in certain product categories. In response, eCommera worked with T.M. Lewin to conduct a usability review which identified that the imagery in certain categories was lacking appeal and in some cases unclear.
eCommera implemented a re-design which features large, on-model photography, full page zoom and alternate images. The updates were implemented rapidly and without disruption to day to day trading as part of the managed service provided by eCommera to its DynamicCommerce clients.
Building on the flexibility of the eCommerce platform and designed to turn big retail data into prioritised actions, DynamicAction has enabled T.M.Lewin to take a holistic view of its operations and understand what specific areas to focus on to improve trading; within only two months of adoption T.M Lewin had identified over 50 areas for optimisation.
Andrew Mossman, Director of Home Shopping at T.M.Lewin said: “Before DynamicAction, we focused more on getting visitors to the site than what they did when they got to it. The eCommera approach is about what people are doing when they are on the site, which is new territory for us. DynamicAction has taught us that there’s a huge number of opportunities even within what we thought was a reasonably well run operation.”
Andrew McGregor, CEO at eCommera, said: “We’ve been working with T.M. Lewin for almost three years; through that time we have been able to help them to achieve their international plans. We’re delighted to support them in maximising the opportunity in those markets through both DynamicAction and DynamicCommerce.
T.M.Lewin joins a growing list of international brands and retailers that are adopting a decision-intelligent approach to online commerce including Brooks Brothers, Jaeger and Clarins.
The first T.M.Lewin opened in Jermyn Street in 1898. This bustling London Street soon became a magnet for the world’s finest tailors and Mr. Thomas Mayes Lewin was among the industry’s original innovators. A hundred years ago, shirts didn’t have buttons down the front. T.M.Lewin’s ‘coat-shirts’ were not only pioneering, they are a prototype of the modern shirt worn today.
Fashions may have changed since 1898 but excellent craftsmanship, quality, service and value remain the driving force behind the T.M.Lewin brand. We continue to use many of the same traditional manufacturing techniques devised all those years ago and over a century later, the quality of our business wear remains among the best in the world.
T.M.Lewin now has just under 100 stores in the UK, with new stores opening in countries across the rest of the world, including Europe, Singapore and Australia.
eCommera is the leading provider of Decision-Intelligent Commerce and order management solutions to omni-channel retailers and brands. We ensure our clients can bypass the complexities and learning curves in this new age of retail.
Our SaaS solutions, combined with extensive retail expertise and unique methodologies, deliver the functionality, operational insight, direction and recommended actions business users require to sell more, operate efficiently and maximise profit at each stage of their omni-channel maturity.
OrderManagement is developed by OrderDynamics, an eCommera Company, and integrates with a variety of commerce platforms.
eCommera supports more than 130 eCommerce sites for its customers across 31 countries. Customers include leading brands and retailers such as ASDA, Brooks Brothers, Clarins, Coty, FitFlop, Hamleys, House of Fraser, Jaeger, MATCHESFASHION.COM, REVOLVE clothing, Space NK and others.
For more information, please visit: www.ecommera.com