Case Study : Digital Catalog Boosts Engagement, Sales for BrahminApril 2013 By Joe Keenan
PROBLEM: Brahmin, a cross-channel retailer of luxury leather handbags and accessories, wanted to enhance its digital marketing efforts.
SOLUTION: Launched a digital catalog.
RESULTS: Since going live with its first digital catalog in October 2009, Brahmin has seen the average time spent on its website double. The digital catalog sees the most traffic of any section on Brahmin's website, and it also produces the highest conversion rate. In addition, Brahmin's digital catalog is responsible for nearly 10 percent of the brand's referral traffic.
In its search for another customer engagement vehicle, Brahmin realized that one of its existing assets, its print catalog, could be reinvented to better serve today's digitally connected shoppers. It only made sense to put some of the beautiful product photography taken during Brahmin's catalog shoots to work online as well rather than just using it in the pages of its print book.
Helping Brahmin create its digital catalog is Zmags, a rich media platform provider. The retailer chose Zmags for a couple of reasons: one, its page-flip technology made the digital catalog look and feel like an online magazine, which was particularly important to the fashion brand; and two, the digital catalog could tie into Brahmin's web analytics, enabling it to get a better understanding of how consumers were shopping and using the catalog, something it couldn't get from the print version.
Having a digital version of its catalog has allowed Brahmin to test different elements within it — e.g., whether to include a table of contents, putting products on different pages — track the results and then make changes on the fly. The ultimate goal is an optimized catalog that increases conversions.
"With print, once it's out the door, it's out the door," says Amy Sullivan, director of e-commerce at Brahmin. "With our online version of the catalog, we're able to push certain sections, pull out areas of the catalog and create mini versions of it, load areas and leave other areas out for a while, showcase certain products at different times. We can take that core version of the print catalog and differentiate it a number of different ways at different times. We're always refreshing the content."