coexist

Opportunity

In addition to promoting new products under the Right Fit brand, Lane Bryant customers were ripe for an evolutionary online experience that expanded on the brand story being told at the brick and mortar retail level. The online channel could provide the perfect vehicle to showcase instructional videos, personal customer testimonials and social community tools that would allow fans of Lane Bryant/Right Fit to share tips and trends. Last, but not least, recent statistics have shown that every month, over 150 million female users in Right Fit's core demographic spent at least one hour per day playing casual games online.

Execution

Coexist created an online experience for Lane Bryant's Right Fit product line that combined equal parts revealing photography, immersive videos, real-time news streams, social community tools, a branded online game and an overall refreshed design aesthetic.

Results

Google Analytics for the new RightFit.com online experience evolution (post launch) show that site visits sky rocketed as high as 5,250 visits per day. Even more impressive than the number of site visits is the fact that online dwell time for the site (actual time users spent on this website) increased from an average of 2 minutes per visit to over 8 minutes. Initial engagement tactics centered around an online contest/give-away linked to the new website branded game helped push initial site dwell time to over 15 minutes per user. Overall sales have steadily increased as repeat users and brand fans continue to take part in the ever-evolving online community.