Case Study: Theory
Elevating e-Commerce, One Seam at a Time
From digital dilemma to +34% beyond sales goals
Through strategic initiatives, we achieved remarkable growth for Theory by enhancing its product performance and representation across prominent e-commerce platforms such as Bloomingdales, Saks, Neiman Marcus, Macy's, and Bergdorf Goodman. Our efforts resulted in impressive sales increases from 25% to 155%.
How Rolls made the difference:
28 Multi-channel merchandising audits
17 B2B procedures focusing on the shopper’s needs
4,500+ Search engine and product tags
60+ Creative marketing and styling initiatives
Our comprehensive multi-site audit uncovered valuable insights that served as the foundation for our sales improvement plan:
Identified and addressed issues with improper labeling, styling, and missing styles across the board.
Recognized the importance of product names in driving repeat sales, especially among male customers, aligning with Theory's brand culture.
Leveraged customer behavior data to optimize product search and facilitate seamless transactions by providing complete looks for purchase.
As a result, we enhanced digital communication with wholesalers and shoppers, emphasizing the unique identifiers created through shapes, fabrics, and colors, which collectively form the distinct branding of each item.
Strategic approach
Keys to Success:
Enhanced control over third-party product creative:
Theory gained greater control over the representation of its brand across digital platforms, resulting in a cohesive and compelling digital brand presence. This led to higher sell-through rates and increased reorders.
Improved product discoverability:
By streamlining and optimizing the shopping experience, we made it easier and quicker for shoppers to find the products they were seeking. This enhancement contributed to an overall improved experience for customers, fostering higher satisfaction and engagement.
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Sales reports were deficient because products weren’t labeled correctly, impacting discoverability and backend and frontend customer experience.
Our precise product sheets with style info broken down by fit, color, fabric, class and search tags made data uploads easier to manage.
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We integrated a system to check new product content before and after launch to ensure functionality was optimized
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In addition to product copy, we created product tags for user search. Now, for example, if someone searched for “white button down” or “Sylvain Wealth shirt,” the same product would come up, helping customers discover Theory products, while gain insights into their behaviors
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Loyal shoppers appreciate Theory’s labeling system, driving sales. We noticed high repeat style purchases and product-specific search terms. For example, the Haydin, a straight-legged pant, was being reordered across accounts. So Theory started producing the product in multiple fabrics, increasing revenues further.
3. Enhanced sales funnel and merchandising practices:
We revamped the wholesale experience, providing full-look views of each garment to help online shoppers envision themselves in our styles. This led to increased units per transaction (UPT) and year-round availability while giving them greater control over third-party styling.
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To promote a complete shopping experience, we encouraged buyers to purchase orders with a full-look for each style. This involved styling and photographing each line-item with approved complementing products that would be available at the time of delivery. This approach resulted in a triple win, benefiting the customer, retailer, and Theory.
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Single product shoots for big retailers cover hundreds of products. We took the guessing out of merchandising for them.
By creating look-books for each product shoot and digital team, we streamlined styling choices, sample exchanges, and backend data uploads.
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As we learned more about each partners theory shopper through reporting, it changed the way the buyers planned for the next season.
We created custom seasonal styles for each account’s specific shopper profile
Maximizing Online Visibility and Reach:
4. Strategic Editorial Content and Clickable Ads
To improve Theory's online presence and sales in a competitive landscape, we utilized editorial content as clickable ads on retail sites. This increased visibility and discoverability alongside rival brands, boosting reach and potential customer engagement.
