Women’s fashion brand Anthropologie
has cut the costs of delivering its rich interactive content across its European website.
The company is using the 10CMS
Commerce Content Management platform in order to produce a website that mirrors its US site, but does not require a large team of rich media developers.
Michael Robinson, head of ecommerce at Anthropologie, said the technology “allows us to deliver rich interactive merchandising content all over the Anthropologie site, without hiring teams of developers or engaging costly agencies.”
So far Anthropologie has used the platform, whose content modules include large format imagery and data-driven hotspots, on its home and landing pages, as well as its digital catalogue. It will also move to the latest release, which supports HTML5, in order to use its analytics capability and to deliver the experience to mobile devices.
Robinson said the use of analytics would “allow us to constantly learn from our customers to make sure we promote the products they want in a way that resonates with them, an aim that is at the heart of our brand.”
James Brooke, chief executive and co-founder at 10CMS, said: “We are delighted to see a distinctive fashion brand like Anthropologie embracing the 10CMS platform as a means of engaging with its customers more deeply.”