Tommy Bahama & Acquity Group’s Time in the Sun:

Seven Years of eCommerce Success

02

Sun, sand and palm fronds wafting in a worry-free ocean breeze—that’s Tommy Bahama. But while the high-end fashion retailer caters to the pursuit of a refined, laidback lifestyle, the brand itself has done nothing but aggressively expand its global reach with lifestyle products that cover everything from head-to-toe and floor-to-ceiling.

Central to Tommy Bahama’s growth has been the commitment to an omnichannel presence. This meant enhancing their relationships with leading retailers and the expansion of their own global network of company-owned stores combined with the foundation of a robust digital program. When Tommy Bahama sought an experienced partner to lead its eCommerce build out, a long-standing relationship with Acquity Group had begun.

Tommy Bahama & Acquity Group’s Time in the Sun:

Seven Years of eCommerce Success

Moving into DigitalBrand equity is the bread and butter of any fashion retailer, and Tommy Bahama is no different. As the company expanded from its wholesale roots to an omnichannel lifestyle brand, an online presence was needed to complement the existing chain of brick-and-mortar stores.

To address this, Tommy Bahama and Acquity Group approached the new eCommerce site not only as a digital vehicle to establish and drive a new revenue channel, but as the new focal point of the company’s brand, allowing Tommy Bahama to engage directly (and nimbly) with its target demographic and customers through a branded digital experience.

Building a Global Online BrandAcquity Group built Tommy Bahama’s first eCommerce site based largely on lessons learned at previous Acquity Group success stories. The site, all of the associated technology integrations and a rich customer service application helped drive record growth of eCommerce revenues, even through the broader economic downturn several years ago. To help better tell the brand and lifestyle story, and to support Tommy Bahama’s broader offerings beyond the core clothing line, Acquity Group helped Tommy Bahama identify a digital experience management platform, including content management, analytics and search merchandising. Tommy Bahama ultimately chose Adobe Experience Manager as the core platform. The new platform enables the brand to present a much richer brand experience all while streamlining production efficiencies.

From shirts and sandals to golf bags and lip balm (not to mention the island-inspired indoor and outdoor furniture), it would be impossible to capture a representation of everything Tommy Bahama sells online within the area of a single retail store. So, to open eCommerce doors to loyal in-store Tommy Bahama customers (and to provide a shopping option if they couldn’t find what they were looking for), Acquity Group helped develop Tommy Bahama’s endless aisle in-store experience. Since then, in-store kiosk sales continue to increase YOY, and are currently up 56% compared to last year.

As the brand expanded its global presence, the need to ship orders internationally became much more important. Acquity Group helped bridge the experience between Tommy Bahama and Borderfree (an international shipping/billing/ customs-clearing service). Previously limited to shipping orders to only the United States, Tommy Bahama is now able to accept orders from—and ship to—more than 100 countries.

“With limited resources and eCommerce experience at the time, we needed a firm that would be more than just a website builder. Acquity Group’s previous eCommerce technology & operational experience made them a natural choice for us.”Lisa AtwoodSenior Vice President of eCommerceTommy Bahama

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Elevating the Omnichannel ExperienceSince the launch of TommyBahama.com, Tommy Bahama has seen the stock in its brand rise with its continued worldwide expansion. On the robust eCommerce platform built by Acquity Group, the company continues to showcase every aspect of its luxury brand, from monthly new arrivals to food and cocktail recipes and new retail store locations like New York, Tokyo, Hong Kong, Singapore, and Sydney.

“We really appreciate our strong partnership with Acquity Group through these years of growing our omnichannel business, and we’re looking forward to working with them to deliver even more exciting experiences in 2013 and beyond,” said Lisa Atwood, Senior Vice President of eCommerce at Tommy Bahama.

The endless aisle experience has become a growing portion of in-store sales and allowed Tommy Bahama to increase in-store conversions, prevent sales loss, improve customer satisfaction, and further expand its line to customers without a space constraint.

Tommy Bahama signature shirt with tropical print becomes men’s favorite

First Tommy Bahama retail store and restaurant/bar opens

‘93

‘96

Tommy Bahama begins international distribution‘98

Introduces women’s swimwear & indoor home furniture collection

‘00

Opens store in Dubai ‘04

TommyBahama.com launches‘08

Sponsors TRANSPAC RACE‘11

TommyBahama.com begins shipping worldwide

Opens stores in Macau, Singapore and Hong Kong

‘12

Tommy Bahama continues the island-inspired lifestyle with one motto: MAKE LIFE ONE LONG WEEKEND

‘13

04

“While omnichannel has been a growing buzzword over the past several years, too few retailers are really achieving results directly attributed to integrating online and offline channels. Tommy Bahama has really been an innovator here and we’re very proud of our role in helping to drive a more robust customer experience across channels,” said Andy Peebler, Executive Vice President at Acquity Group.

While it may have all started in 1993, “as a single thread of an idea,” Tommy Bahama is now an established global multichannel brand, poised to welcome the next wave of growth and expansion driven by TommyBahama.com and Acquity Group.

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