Case Study: Launching Multiple New Ecommerce Sites

Client Description

Leading Specialty Women’s Apparel Brand


  • Retailer with multiple distinctive apparel brands determined that their ecommerce growth and ratio of ecommerce to store sales were lagging industry standards.
  • Retailer desired to step change sales growth and customer acquisition.


Develop and launch three new websites on a new systems platform that provides a long list of shopper functionality, systems throughput and search engine optimization capabilities.

TPG Approach

  • Set a clear strategy and detailed business requirements to drive a thorough review of multiple potential systems providers.
  • Facilitate the collaboration between IT, Marketing and Merchandising to specify critical design elements (e.g. desired marketing content, on-site recommendations rules, product mix, digital asset management, customer service integration, etc.).
  • Design the high-level architecture of the sites and assist in the selection of a design firm for the development of final wireframes.
  • Review the current work processes that support the day-to-day website operations and redesign them based on the requirements and capabilities of the new software. Redesign the organization roles.
  • Create a transition plan whereby dual site management occurs and new employees have been hired and trained prior to launch.


  • Double digit sales growth.
  • Lower labor costs for site management as a percent of sales.
  • Improved branding and customer experience.

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