Johnston & Murphy Ratchets Up Its Omnichannel Commerce

Jul 11, 2014 11:26 AM  By

Johnston & Murphy, a high-end footwear and apparel brand, migrated its digital commerce operations onto the Demandware Commerce platform in June. The company launched a new ecommerce site with plans to leverage and further advance its omnichannel initiatives.

Heather Marsh, vice president of ecommerce for Johnston & Murphy, said as the company moves forward,  the “buy anywhere” concept will be a customer expectation “as they don’t see walls.”

Marsh said it was critical for Johnston & Murphy that its online channels provide the same brand experience as  its physical stores, so customers could easily and quickly search for and find products.

Marsh said the move to the Demandware platform is being done in two phases. While there aren’t any functional changes to the site, Johnston & Murphy have moved it over to the Demandware platform.

“We have much better search refinements and the site is identical [in] look and feel to what it was on the old platform,” said Marsh.

She said Johnston & Murphy will do a new redesign of the website in the fall, which will be considered phase two.

“With the move to Demandware, we have moved to a mobile responsive design site,” Marsh said. “So far it has been much simpler for us to manage the content on the back-end.”

Marsh said the metrics have been very steady in terms of bounce and conversion rates on the new platform, adding that there have been good responses to user testing.

Johnston & Murphy has over 150 physical stores, close to 167 of retail and factory outlet stores.