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Discount chain comes out of the basement - online


There may not be a return of the annual “Running of the Brides” sales event, but a legendary discount retailer is back in business. Filene’s Basement has launched an e-commerce site that combines its traditional bargains with new omnichannel features.

Online personalization tools let the site learn customer preferences over time to present a tailored assortment of merchandise. These recommendations are based not only on customer search, purchase and browsing habits, but on direct customer interaction. Upon entry to the site, shoppers will be invited to answer an optional string of questions to determine their personal style.

In addition, a customized shopper homepage called “My Style Feed” features customer-set filter preferences by brand, gender, price and product category, and customers can receive email alerts based on new products that fit their settings. “My Style Feed” also features product recommendations based on user preferences and interests.

A default-private online wish list called “My Basement” lets customers curate products, outfits and collections. And “Style Stories” are real stories from shoppers and style influencers, shared on the public homepage.

“Filene's Basement has a storied history and so many of its loyal customers who grew up shopping at 'The Basement' feel a deep personal attachment to the brand,” said Matt Messinger, president and CEO of Trinity Place Holdings Inc., the parent company behind the new website. “We’ve taken our time to carefully research the online retail space, and communicate with our former faithful customers and soon to be new shoppers about their desired experience with our brand.”

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