Bebe Launches Revamped Online Store, Loyalty Program

Bebe Launches Revamped Website, Loyalty Program

Bebe, eCommerce, online store, loyalty program, clubbebe, website, online shopping, women’s fashion, women’s clothing, retail, news

The retailer bebe has launched a new online store and an enhanced customer loyalty program, partnering with Branded Online on both projects.

“Cultivating a successful consumer lifestyle brand in the modern era requires not only astute vision and compelling product, but also personalized and connected shopping experiences, anchored by sophisticated technology,” Jan Nugent, CEO of Branded Online, said in a press release. “With its intuitive design and newly implemented, data-driven framework, bebe is well-positioned to scale quickly and deliver exponential growth in the online channel.”

In 2017, bebe closed all of its brick-and-mortar stores to focus solely on offering its products online. The new focuses on personalization and discovery, boasting a mobile-responsive design, intuitive user interface and underlying analytics platform so that customers can easily find new products, receive recommendations and access deals based on their interests. There are also plans to offer additional product categories on the website, as well as accessibility in multiple languages so that bebe can broaden its customer base.

In addition, the retailer has updated its loyalty program, clubbebe, which aims to boost its relationship with existing customers, while also enticing new shoppers to engage more with the brand.

The company is owned by Bluestar Alliance, which also operates major department store retail brands, including Tahari, Kensie, Catherine Malandrino, Nanette Lepore, Joan Vass, Michael Bastian, English Laundry, Limited Too and Brookstone.

“The experienced team at Branded Online, combined with their established relationships at every point of the procure-to-stock process, enable us to innovate fast and meet customers wherever they are,” said Joey Gabbay, CEO of Bluestar Alliance LLC and manager of BB Brand Holdings LLC. “In fewer than 60 days, we were able to complete the custom integration with our legacy systems and launch the newly developed online shopping destination, featuring a completely transformed customer experience."



The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.