Merchant Innovation

Dooney & Bourke Ups Digital Commerce Game

Fashion retailer Dooney & Bourke announced March 10 that it has shifted its digital commerce operations to Massachusetts-based cloud commerce solution provider Demandware in an attempt to enhance its online shopping processes.

“Our online presence often serves as the first touchpoint with our brand, so we needed a solution that would enable us to provide a rich and consistent customer shopping experience,” said David Burbine, Dooney & Bourke’s director of e-commerce.

Burbine also touted Demandware’s “flexible and scalable cloud platform” that provides e-commerce flexibility for shoppers.

The new Demandware-powered website includes more detailed descriptions of the retailer’s products and collections, which are further accented by videos, additional images, and a lookbook. The site also boasts more dynamic search functionality that enables customers to locate products with ease. Shoppers are also able to peruse items by collection, style, material and more.

The makeover of Dooney & Bourke’s online retail space — which complements its 25 retail and outlet stores in the U.S. and 150 boutiques internationally — speaks to the growing importance of omnichannel marketing and sales. Increasingly, retailers are recognizing the importance of omnichannel offerings, which have made a noticeable impact at large retail stores like Macy’s, which plans to further expand its digital channel this year.

“Retailers need to be agile in today’s retail world in order to effectively meet consumer demands,” said Jeffrey Barnett, COO of Demandware, in the news release.

And while some retailers are starting to expand their offerings, Demandware is similarly adapting in an attempt to boost sales features and offer better cloud software for businesses. In January, Demandware boosted its unified commerce platform with the inclusion of a retail point-of-sale system into its One Platform strategy. Demandware also counts Bitpay as one of its LINK technology partners in an attempt to increase the adoption of innovative commerce technology.

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