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Barneys Optimizes E-Commerce for Personalization

Luxury department store chain Barneys New York re-launched its e-commerce sites with a mobile-first strategy designed to bring its in-store experience to consumers wherever and however they choose to shop.

“We are the first luxury retailer to utilize fully responsive web design, which is one of the most important emerging trends in e-commerce now that over half of all web visits are on mobile,” Matthew Woolsey, executive vice president of digital, told Luxury Daily. “Add into that a much richer editorial experience and even more personalization and we see this as a real game-changer for our digital business.”

New personalization features have been incorporated across the full-price, its off-price Barneys Warehouse site and its editorial website, The Window, as well as the retailer’s iPad application, which collect user shopping habits and behavior to highlight editorial content and products likely to pique that shopper’s interest.

In addition, consumers can use a “My Designers” feature to select their favorite labels and filter any page to receive targeted e-mails and alerts based on their tastes.