Chico’s is following the footsteps of other retailers as it seeks to expand its brand beyond brick-and-mortar storefronts into more digital territory.
The women’s retailer chicosofftherack.com, its new e-commerce site designed to let consumers to shop the signature styles it’s known for at outlet prices. The aim is to make consumers’ shopping experiences more convenient and provide a digital destination for would-be consumers who don’t have a Chico’s Outlet store in their region.
“Our customers tell us all the time that they would love a way to have that wonderful experience of finding something really special, as they do at Chico’s Outlets, whenever they’d like,” said Chico’s SVP, outlets & corporate store operations Lori Shaffer. “Today, customers expect access to information, instant gratification and to shop when they want and how they want. We want to give them exactly what they are asking for: our unique, fun, style.”
On the site’s homepage, Chico’s highlights promotions, like up to 50 percent off the entire store, plus gift suggestions for the holidays and new arrivals for the Winter season. Products are divided into categories, including clothing, accessories, collections and clearance, so consumers can easily find what they want online. What’s more, Chico’s also provides a link to its Passport Program—a customer loyalty program that lets shoppers earn discounts, have access to private sales and get free shipping on U.S. orders.
[Read more on off-price: Follow the Leader: Off-Price Gets Crowded]
“We did a tremendous amount of research to understand what our customer is looking for from us in the digital space, and we are confident that this new site will meet their needs,” Shaffer said. “They will be able to find styles they love, discover new looks, and purchase them with ease, from anywhere.”
Chico’s e-commerce expansion comes on the heels of other retailers, including Macy’s, Nordstrom and Saks Off Fifth, ramping up their own off-price segments. According to recent data from Moody’s Investors Service, off-price growth hasn’t been as robust, but it still has the potential to outpace apparel over the next few months. Despite concerns about the off-price market becoming saturated, consumers are favoring off-price retailers for their reasonable prices and diverse product offerings.