Sid mashburn
Objectives
Translate the third-space experience of the country’s leading menswear store into an equally distinctive and competitive online experience.
Execute omni-channel strategy through the unification of three inventory systems across three stores while developing cross-functional competencies across multiple departments, stores, and teams.
Role + Responsibilities
ANALYST
content strategy
process optimization and standardization
category management
online performance analysis
Team
SUPERVISOR
Phil Yi, VP of E-Commerce
MEMBERS
Elizabeth Mashburn, Sangsouvanh Khounvichit, Tom Gardner
KPI Outcomes
Conversion
Organic traffic
Sales
CTR “click-through-rate”
AOV “average order value”
Time on site
Inventory shrink
Return rates
Strategy
CUSTOMER ENGAGEMENT + SERVICE
“Reduce friction with existing customer experience points.”
increased on-time delivery
increased order fulfillment accuracy
introduced lifetime free shipping on all purchases
introduced tracking visibility
introduced point-of-purchase agnostic return policy
reduced shipping mistakes + damage
reduced sizing discrepancies
offset increased COGS by renegotiating shipping rates with UPS
BRAND
“Bring Sid’s distinctive brand voice to life through compelling content and curation.”
initiated online and “on the road” wardrobe consultations
integrated Setster appointment plug-in
utilized “related products” to increase AOV and provide editorial guidance
introduced content-as-product editorial initiatives
introduced product bundling for select outfits and complementary products
PROCESS
“Standardize processes and reduce operational costs to deliver customer value.”
standardized shirt and pant measurements
established online visual merchandizing protocol
differentiated SS “seasonal stock” vs. BSR “basic stock replenishment”
standardized shipping schedule with Italian suppliers
standardized SKU creation loop
synchronized new product drops across platforms and channels
implemented search engine optimization audit & link-building strategy
reduced inventory shrink
Tactics
STRUCTURE
decentralized management
organizational design
incentive systems
corporate university
PROCESS
process efficiency
process analytics
logistics systems
localization
PRODUCT PERFORMANCE
ease of use
superior product
performance simplification
styling
SERVICE
concierge
superior service
total experience management
CUSTOMER ENGAGEMENT
community + belonging
whimsy + personality
curation
experience simplification
“A lot of people cross our threshold. One of the things they come here looking for is confidence. And bond. That was an intent of mine from the get-go. Being from a small town in Mississippi, I kinda feel like I know, or want to know, just about everybody in town.”
PC: Mr. Porter
INSPIRATION Board
