A Focus on the Basics + A Great Brand Experience = Tommy.com
Anyone who’s worked with me knows I don’t love meetings. Let me rephrase: I love good meetings. Not a fan of meetings that suck. That’s why I was so excited by my interview with Jared Blank. His good-news message just might mean that sucky meetings are a thing of the past.
Jared Blank is VP for E-commerce at Tommy Hilfiger. He is a savvy online marketer who also edits Online Travel Review (you’ll want to book if you’re planning any travel. Doing so will save you money). Jared has been quoted in The Wall Street Journal, New York Times, CNBC, and NPR. I was thrilled to be able to catch up with him and talk e-commerce and Tommy.com
Focusing on the Basics
Despite the opportunities available to him as the cost of e-commerce implementation has come down (“Everything is much less expensive now. Building a site used to be in the millions, now it’s a few hundred thousand”), Jared stays focused on the fundamentals. “As a philosophy, it’s about getting the basics right. It’s about getting a website that everyone can be proud of, and then building cool stuff on top of that.”
Defining the Tommy.com Experience
Just as there’s no mistaking a Tommy Hilfiger bricks and mortar store, there’s also no mistaking it when you’re on the Tommy.com website. The “vibe” of the website is distinctly Tommy. This is part of an initiative to “globalize” the brand experience wherever in the world you might be visiting from. Jared recognizes that there’s huge value in the Tommy brand, and this has been a major driver in his efforts. “[The brand experience] is really one global message, regardless of where you’re interacting with us.” And while the look and feel of the website is distinctly Tommy, the content on the US sight remains distinctly American. “We’re focused on optimizing merchandise for the US. The look and feel is the same anywhere, while the product is tailored to meet the US market.”
A Mobile Platform Means Better Meetings
While keeping focused on the fundamentals is Jared’s approach, he did let me know that we can also anticipate a mobile version of the Tommy.com site out in the not too distant future, making it even easier to purchase from our iPhone or Android. So, next time that business presentation on, say, corporate expenditures, gets a little boring, all you need to do is discretely glance down at your iPhone and pick up a shirt or two. And there you have it. Boring meetings are now a thing of the past.
Thanks Jared for taking the time to chat. And if you’d like more information about how your website can enhance your customer experience, let’s connect.