#EverlaneNow: Bridging the Gap Between In‑store & Online Shopping
November 25, 2014
Everlane is quickly becoming a household name for online fashion lovers seeking sleek, well-made basics in record time. From their launch in 2011, the clothing company experienced envious 200% YoY revenue growth. At Everlane’s core is a true customer-first mindset – the brand continually integrates new ideas to help fuse the best of both worlds in online and instore experiences. The result is a complete frictionless experience which is transforming what it means to be innovative in the mid-market ecommerce marketplace.
Here’s a primer on why Everlane blows us away.
They’ve re-imagined the concept of immediacy
We’re sure you’ve read about the Everlane Now sensation by now if you’re based in NYC or San Francisco, but if you haven’t, it’s Everlane’s new beta campaign delivering clothing ordered online right to a customer’s doorstep within 1 hour of purchase. Fun fact: a few members of the Sailthru team tried Everlane Now and the clothing showed up at Sailthru NYC HQ in 30 minutes.
Everlane Now solves the need for an immediate purchase and fulfills the need for instant gratification. These are both key for many shoppers: if you have a party to go to, or a meeting you forgot about, in-store has been the only option traditionally. Now you don’t even need to step foot outside your apartment or office for same-day service, which as a mid-market player is a big move. Up until now, only same-day services have been brought to you by companies Amazon and Net-a-Porter, but never 1-hour delivery. The instant gratification of Everlane Now is a solve to an important purchase blocker – many carts are abandoned (read: massive potential revenue losses) because there’s no immediate payoff for fulfilling the purchase cycle. Everlane Now closes both of these gaps and gives customers a rich, easy and convenient experience.
They’ve re-imagined online showrooming
Before Everlane Now, the brand had already removed another primary online shopping roadblock: that the in-store experience offers the ability to easily judge fabrication and fit. Most know how the story goes – it looked great online on that gorgeous model and turns out everything was wrong once it arrived. Everlane solved that by making significant investment in adding magazine-quality product photography and video to the user experience. Everlane customers can easily zoom into close-ups to examine the craftsmanship and check out how the garment moves, drapes and fits without even trying it on. It’s online showrooming at its best.
We know that we’ll be seeing other players move to this model and continue to follow Everlane into the age of the always-on consumer. We can’t wait to see what Everlane does next to further transform the online shopping experience.
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