CASE STUDY // ORCHARD BRANDS �1

Orchard BrandsCASE STUDY

The Client Orchard Brands is a multi-channel catalog retailer

representing a family of 13 distinct brands in the apparel

and home goods verticals and boasting a customer base of

over 28 million households aged 50+. The brand sites all

use a common platform, which allows customers to browse

and buy from multiple Orchard Brands properties using a

single shopping cart. The company’s goal for the

ecommerce experience they offer customers is to make the

purchase process as seamless and easy as possible for a

target market that may not be wholly comfortable with

shopping online or on their mobile devices.

“If a customer comes to Blair, they can also go to Old

Pueblo Traders and select an item from each brand in their

cart. They get one shipping charge, one shopping cart, one

checkout. You can use any of the brand credit cards in a

seamless experience across brands,” says Darren Schott,

Director of Ecommerce for Blair, one of Orchard Brands’

apparel and home decor properties.

The Challenge Each fall, senior managers from all of the Orchard Brands

properties meet after the Shop.org conference to conduct

strategic planning for the year ahead. During their Oct 2013

meeting, the need to develop a better mobile experience

was a hot topic.

“We saw that our mobile traffic was growing consistently.

As a share of our total visits, mobile was growing month

over month, quarter over quarter, we realized it was

something we needed to address. We also thought it was

an opportunity to improve conversion rates and improve our

overall web penetration,” says Schott.

While Orchard Brands did have a proto mobile site live at

the time, it wasn’t integrated with the company’s desktop

CASE STUDY // ORCHARD BRANDS �2

site and the team viewed it more as a stopgap measure

than a representation of the kind of shopping experience

they wanted to deliver to customers. The UX was lacking

and the site wasn’t driving revenue.

“We knew that we were leaving some money on the table

from a conversion perspective. We knew that we were

providing a really lousy customer experience and that either

a patched-together mobile solution or the desktop solution

on a mobile phone wasn't good at all,” says Schott.

The Solution As the business lead on mobile, it fell to Schott to create a

road map for upgrading Orchard Brands’ mobile experience

and finding the right external partner to make it happen. He

began by diving into analyst research, reviewing solution

providers’ websites and asking industry contacts for

recommendations.

His research told him that opting for a responsive site

would require rebuilding site templates across all 13 brands.

This, coupled with the need to train the Orchard Brands

content team – who are spread across the country – on

how to re-code site content for responsive and concerns

about slow load times led him to rule out a responsive site.

For Orchard Brands, Mobify’s adaptive approach offered the

ideal blend of functionality and ease of implementation. “It

was easy. It's seamless. From a pure business perspective,

it’s really nice that I didn't have to hire anybody to run my

mobile site. We have a simple group of templates that all

the brands were trained on how to use,” says Schott.

CASE STUDY // ORCHARD BRANDS �3

Orchard Brands' ecommerce goal is to offer customers a seamless shopping experience across retail properties and devices.

The Results

Between March and September 2014, Mobify built and

launched smartphone and tablet sites for all 13 Orchard

Brands properties, starting with those with the highest

volume of mobile traffic and the greatest target market

penetration. Results came quickly. Within two months,

Orchard Brands saw a full ROI. Across the Orchard Brands

family of sites the bounce rate improved by 28%, the

average time on the sites increased 24%, and conversion

rates soared by 47%. For Schott, creating a better mobile

shopping experience just makes good business sense.

“When I can make a better experience, I get a better

conversion rate. I get a better average order value. I get

better units per transaction. I get better demand, which

improves my web penetration and reduces my call center

costs and makes my company more profitable.”

CASE STUDY // ORCHARD BRANDS �4

+47%Conversion Rate

-28% +24%Bounce Rate Time On Site

Mobify’s adaptive approach offered the ideal blend of functionality and ease of implementation.

AFTER MOBIFY

CASE STUDY // ORCHARD BRANDS �5

Mobify is a mobile shopping platform used by leading Fortune 500 and Internet Retailer 500

companies to drive hundreds of millions of dollars in mobile revenue each year.

Our company is built on equal parts rigorous research, product development, and industry

leading customer service. Our team is driven by a strong desire to continuously innovate in the

sphere of mobile shopping.

That mission, and the corresponding execution, has allowed Mobify to deliver revolutionary

mobile products for leading brands around the globe.

Mobify helps global brands deliver exceptional mobile shopping experiences.