Urban Decay Launches Edgy New Online Storefront On Demandware
Color cosmetic company replaces legacy platform with Demandware Commerce for web and mobile commerce sites
Demandware, Inc., a leader in on-demand ecommerce, recently announced that Urban Decay, the largest independently owned color cosmetic company in the United States, has re-launched www.urbandecay.com on the Demandware Commerce platform to support the growth of its online business in the U.S. and into international markets.
Urban Decay was previously running its ecommerce operations on an antiquated legacy platform that required manual intervention to process even basic orders. The system also lacked the flexibility marketers needed to change or upload content on the fly. As a result, the company depended on its internal IT staff to make all changes to the site, limiting its ability to introduce new products and promotions quickly and effectively.
With the Demandware Commerce platform, Urban Decay marketers now have complete control over merchandising promotions, catalog, pricing and all other aspects of the shopping experience. In addition, Demandware's on-demand model eliminates the need to source and maintain costly IT infrastructure for ecommerce, and provides seamless, automatic upgrades containing new functionality to enable ongoing site innovation.
"Our customers are savvy online shoppers, and we needed a highly adaptable platform combined with an intuitive user interface to deliver the brand experience they expect from Urban Decay," said Katherine LaFranchise, director of ecommerce, Urban Decay. "We chose Demandware because it gives us the flexibility and capabilities we need to meet the evolving needs of our brand, and will scale to support our growing business."
Urban Decay is currently building a mobile commerce storefront leveraging the Demandware Commerce platform. LaFranchise continued, "We recently kicked off our mobile commerce project using Demandware and are very excited about the speed at which we expect to be live. The new mobile site will give our customers another touch point through which they can interact with our brand from anywhere they may be."
The new ecommerce site, implemented by Precision Design Studios, offers consumers an inside look at color palettes and product finishes. Social engagement tools, including ratings and review capabilities and photo and video uploading, help Urban Decay connect and build stronger relationships with customers.
Urban Decay also took advantage of several pre-built integrations to third-party technologies available through the Demandware LINK Marketplace. These integrations include Bazaarvoice for ratings and reviews, Paypal for regular and express checkout payments and Avalara for tax integration. Several more integrations are planned as the company grows and expands internationally.
"Urban Decay is an exciting brand poised for growth both in the U.S. and internationally," said Jamus Driscoll, VP of marketing, Demandware. "With Demandware, they have a commerce platform that is capable of supporting its passionate brand strategy and its expansion plans. We are honored to add them to our client roster, and look forward to being a part of the company's continued success."
About Urban Decay
Urban Decay, a cosmetic line supplying women of all ages, is the largest independently owned cosmetic company in the United States. Launched by Sandy Lerner and Wende Zomnir in 1996, Urban Decay is a brand dedicated to shaking up the makeup industry with innovative and exciting colors. Ever-expanding, hundreds of UD products are now available at Sephora, Ulta and Macy's, as well as the virtual pages of Beauty.com and UrbanDecay.com
About Demandware
Demandware is a leading provider of software-as-a-service (SaaS) ecommerce solutions that enable companies to easily design, implement and manage their own customized ecommerce sites, including websites, mobile applications and other digital storefronts. Customers use our highly scalable and integrated Demandware Commerce platform to more easily launch and manage multiple ecommerce sites, initiate marketing campaigns more quickly, and improve ecommerce traffic. For more information, visit www.demandware.com.
SOURCE: Demandware, Inc.