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The TravisMathew team was searching for a complete website redesign focused on elevating the brand experience. The redesign needed to focus on key elements like BOPIS and RMA workflow improvements. Ultimately, the redesign would increase loyalty membership, enhance the mobile experience and improve conversion rate.
Founded in 2007 in Huntington Beach, CA, TravisMathew draws its inspiration from the culture and lifestyle of Southern California’s golf, sand and sun. As a premier men’s lifestyle brand, TravisMathew has created versatile, everyday apparel that seamlessly transitions from work to play. Named after one of its co-founders, Travis Matthew Johnson, the line of clothing and accessories was originally designed for golfers by a pro golfer. Now, the men’s sports apparel brand is sold in resorts and country clubs, golf retailers, standalone retail shops and online.
Given the complexities around shoe and apparel sizing, automating the return process was crucial for TravisMathew. Back and forth emails and calls are costly--both in terms of personnel time and energy but also in terms of the customer frustration costs. Guidance created a robust multi-flow return process that took into consideration every possibility: Did the customer keep the return slip shipped upon delivery? Does the customer need to print a shipping label? Will he return in-store? If so, which store? Automating the returns process has saved TravisMathew tremendous amounts of valuable customer service time and it has served to impress the customer with easy returns.
The return process can now be fully completed by the customer without any manual intervention. It has invited many one-time shoppers to fearlessly shop again as the returns process is so seamless. Furthermore, the automated returns process allows shoppers to exchange products for variants or upsell them with a different product at a higher price point, all with a few easy clicks. Customers are delighted by the ease of refunds to the original payment method and the multiple return methods available during the return process.
The TravisMathew Rewards Program was established to reward their most loyal customers. For every dollar spent on qualifying purchases at TravisMathew.com or a TravisMathew Company Store, customers receive loyalty points which act like currency for discounts on merchandise. Guidance explored iconography solutions for the Rewards program to ensure the program is a branded and sophisticated part of the TravisMathew company. The TravisMathew Rewards is free to join and customers can also receive points by participating in various activities in-store and online. Loyal participants receive free standard ground shipping and free returns just for joining. As an added benefit TravisMathew Rewards customers have the opportunity to unlock new rewards as they achieve new tier statuses, such as free annual gifts, free 2-day shipping and free tailoring in retail stores.
The redesign achieved much more than revenue growth. TravisMathew has effectively boosted brand experience while reducing the friction associated with online orders/in store pick-ups (BOPIS) and returns.
With a focus on mobile experience, the new design has helped increase AOV with proven best practices on upsell and cross-sell opportunities.