Lenox feeds on personalization, pricing

Luxury dinnerware retailer Lenox is enjoying a feast of e-commerce delights with the aid of Oracle Commerce technology.



Lenox boosted e-commerce sales 26% during the 2015 holiday season compared to the two previous holiday seasons after deploying Oracle Commerce solutions that improved areas such as search results, recommendations, and targeted promotions. At the beginning of the holiday season, Lenox began targeting promotions for customer segments and launching more complex pricing strategies.



“Since Black Friday, we were able to implement a more robust and enhanced promotional strategy, and have achieved a dramatic lift just based on the fact that we can promote at the product level,” said Mario A. Castano, VP, e-commerce implementation, Lenox.



Specifically, Lenox has used Oracle Commerce technology to tailor search results based on customer history and to suggest complementary items in a specific pattern or place setting. Lenox has also shifted to a pictorial format for dinnerware, since shoppers often rely on visuals rather than pattern names.



Furthermore, Lenox has gained functionality in managing promotions. In addition to its own brands, Lenox offers designer exclusives that aren’t eligible for discounts. With Oracle, Lenox can separate out the exclusive offerings, which allows the retailer to preserve pricing on designer goods even during storewide sales. Previously, exempting designer items from sales required extensive, time-consuming manipulation of its e-commerce system requiring involvement of IT. The business is now empowered.



Lenox also took advantage of customer service console functionality in Oracle Commerce to provide its service representatives with a comprehensive view of customer purchase history, as well as catalog and online promotions. The Oracle solution enables Lenox to segment customers and provide them with coupon codes for favored item lines. These codes work regardless of channel.



Dining is a highly personal activity, and a retailer like Lenox needs to take full advantage of the personalization opportunities presented by digital commerce. Lenox is setting the table for e-commerce success not just during the holidays, but all year long.