Faherty
From indie darling to sustainable focused retail powerhouse
Our impact in numbers
3x
Increase in revenue
21%
CRO
82%
Increase in AOV
92%
Increase in TOS
Faherty came to Verbal+Visual because their e-Commerce experience was blocking them from reaching their ambitious revenue goals. We knew our task was two fold: solve today’s challenges as soon as possible and build a better foundation for the future of the brand. Not only did we improve site performance and unlock higher conversion rates, we also built a framework for an e-Commerce experience that can continue to grow with Faherty as their business grows.
Our strategy focused on balancing immediate wins with longer term investments:
- 1 Future-proofing the infrastructure for growth, including site migration.
- 2 Introducing data-driven feature decisions with focus on CRO, profitability and operational infrastructure.
- 3 In Year 2 of our ongoing partnership, complex merchandising was made easy: establishing a flexible product data structure, pressure testing it, and leveraging analytics, alongside product grouping and the implementation of Searchspring.
- 4 Leveraging user testing to establish performance benchmarks for success.
- 5 Building strong emotional connection for our audience by enhancing storytelling, and enabling evangelism through loyalty and retention tools.
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Key Features
Seamless Search Flow
We achieved a remarkable shift in the search experience, based on holistic and user-centric approach. Our work resulted in an exceptionally robust search capability that seamlessly presents products, collections, and articles, all in response to a single search query.
Multitasker Cart
We implemented a robust shopping cart functionality that goes beyond the basics. Leveraging user history and views, we incorporated upselling techniques, introduced convenient features such as at-home try-on, gift wrapping options, and personalized message options.
Personalized Account + Fit Support
Within their accounts, users can effortlessly monitor their membership level progress and spending habits. Upgraded members enjoy dedicated services: Hemster gives customers the option to custom tailor pants as they order, and Hero is a virtual shopping tool that gives customers the option to talk to an in-store associate.
We implemented the True Fit feature to help customers find perfect sizing options based on their past purchases, in tandem with AI-aggregated data that compares Faherty’s catalog to different brands for sizing differences.
Merchandising and Omnichannel
The product data structure was optimized to handle the diverse assortment, with a strong emphasis on providing technical and choice-related product education.
To address the challenge with Shopify's 100 variant limit (a combination of colors and sizes for their complex assortment of products) we implemented customization features, allowing users to seamlessly interact with numerous products through a single interface without page reloading. We also included a toggle feature that allows a user to view the same product on different models.
Additionally, the tech stack included omnichannel support for Point of Sale (POS) integration, enabling Faherty to bridge the gap between online and offline shopping experiences in the second year of our three year partnership.
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Alex Faherty
Founder + CEO
“We’re thrilled. Great job by you and the team. Excited to build on this and create the greatest clothing site ever!”
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