New York & Co. parent seeks online transformation with cloud-based AI

RTW Retailwinds is putting some wind behind its digital sales.

RTW, the parent company of specialty women’s apparel retailers New York & Company, Fashion to Figure, and Happy x Nature, is rolling out Salesforce as its new digital e-commerce platform partner for all of its businesses. The retailer aims to optimize the user experience and provide seamless and personalized content across all channels for each brand within the RTW portfolio with Salesforce’s cloud-based artificial intelligence (AI) capabilities.

RTW has commissioned Salesforce Commerce Cloud to rebuild all of its websites. The retailer expects this shift to increase key metrics, including conversion, basket size and average dollars per sale. By leveraging AI-enhanced data from Commerce Cloud, RTW also expects to increase the effectiveness of promotional offers, maximizing sales and margins across all of its retail platforms.

RTW is working on an accelerated timeline to bring fully relaunched websites online by fall 2020. Upon implementing this new e-commerce platform, the retailer intends for customers to receive optimized content (including relevant user-generated content), more relevant promotions and real-time communications from each RTW brand.

“Our strategy of relaunching on a new platform is to improve our overall customer experience and align our focus on becoming a digitally dominant retailer to drive conversion and sales,” said Greg Scott, CEO, RTW. “Focusing on an enhanced customer experience will ultimately improve the customer journey, and thereby increase sales.”

RTW Retailwinds, Inc. operates 387 retail and outlet locations in 33 states. The company's portfolio includes branded merchandise from New York & Company, Fashion to Figure, Happy x Nature, and collaborations with Eva Mendes, Gabrielle Union and Kate Hudson. Branded merchandise is sold exclusively at its retail locations and e-commerce sites, and through its rental subscription businesses.