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While Tommy Bahama appeals to customers with its distinct island lifestyle brand, the company realized that it could not fully meet non-stop customers’ shopping needs—or its growth goals—without an omnichannel presence.
That’s why the company focused on developing a strong online presence to complement its successful brick-and-mortar stores, selecting Acquity Group to assist with its eCommerce build out. This is the story of a seven-year relationship that began in 1993 and helped Tommy Bahama establish itself as a global multichannel brand.
In July 2013, Accenture completed its acquisition of Acquity Group Ltd., the second-largest independent digital marketing company in the United States, which provides strategy, digital marketing and technical services to help companies enhance their brand experiences and eCommerce performance. The acquisition strengthens and expands the broad range of digital marketing services that Accenture Interactive provides clients.
As online shopping became more prevalent, Tommy Bahama recognized that growth and expansion would require an omnichannel presence. Yet the company had limited resources and eCommerce experience at the time.
The company needed a new eCommerce site as a digital vehicle to establish and drive a new revenue channel, and to become the new focal point for the company’s brand. This would allow Tommy Bahama to strengthen relationships with leading retailers and engage its target demographic and customers through an effective, branded digital experience—in line with the in-store experience.
Working together, Tommy Bahama and Acquity Group created a foundation for a global online brand. Key accomplishments include:
Building the company’s first eCommerce site, helping drive record growth of eCommerce revenue—despite the broader, economic downturn.
Identifying a digital experience management platform—including content management, analytics and search merchandising.
Developing an endless aisle in-store experience to open eCommerce doors to loyal in-store customers. Since then, in-store kiosk sales continue to increase YOY, and are currently up 56 percent compared to last year.
Bridging the experience between Tommy Bahama and Borderfree (an international shipping/billing/customs-clearing service) to support the need to ship orders internationally. The company is now able to accept orders from and ship to more than 100 countries.
Since the launch of TommyBahama.com, Tommy Bahama has seen the stock in its brand rise with its continued worldwide expansion. On the robust eCommerce platform, the company continues to showcase every aspect of its luxury brand, from monthly new arrivals, to food and cocktail recipes and new retail store locations—like New York, Tokyo, Hong Kong, Singapore and Sydney.
The endless aisle experience has become a growing portion of in-store sales, and it has allowed Tommy Bahama to:
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