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VF, maker of Wrangler, North Face, Lee, and other clothing brands, redesigned its Vans e-commerce site to make it easier for customers to create customized sneakers and then share the experience.
Vans had a customization app on its site, but it was difficult to use and had a dated interface and limited social capabilities. The site now offers live chat, a scratch pad where customers can save shoe ideas while trying out new designs, and support for multiple-angle viewing.
The site also lets Vans pre-configure shoes to give customers a starting point. The project resulted in a significant increase in Van's custom shoe sales and Web site traffic.
The Business of Going DigitalDigital business isn't about changing code; it's about changing what legacy sales, distribution, customer service, and product groups do in the new digital age. It's about bringing big data analytics, mobile, social, marketing automation, cloud computing, and the app economy together to launch new products and services. We're seeing new titles in this digital revolution, new responsibilities, new business models, and major shifts in technology spending.