Bebe debuts new online store, loyalty program

Fashion retailer Bebe continues to evolve its e-commerce strategy to streamline business operations and drive direct-to-consumer sales.

The retailer on Tuesday unveiled an enhanced loyalty program and new e-commerce site utilizing technology that enable a frictionless and personalized shopping experience. The technology backbone and design for the site was provided by Branded Online, which also is providing full-service support including creative and marketing as well as development, logistics and fulfillment.

The revamped focuses on personalization and discovery, with imagery and content designed to inspire, entertain and educate shoppers. Its mobile-responsive design, intuitive user interface and underlying analytics platform make it easy for customers to uncover new products, get recommendations and access deals based on their interests and then to purchase from any device, according to Branded Online.

As part of the new experience, the specialty retailer updated its clubbebe loyalty program to enhance the brand’s relationship with existing customers and also give new shoppers more reasons to engage.

“The experienced team at Branded Online, combined with their established relationships at every point of the procure-to-stock process, enable us to innovate fast and meet customers wherever they are,” said Joey Gabbay, CEO of Bluestar Alliance LLC and manager of BB Brand Holdings LLC, whose portfolio includes Bebe, Tahari, Brookstone and others. “In fewer than 60 days we were able to complete the custom integration with our legacy systems and launch the newly developed online shopping destination, featuring a completely transformed customer experience.”

Moving forward, the online store will roll out additional product categories and accessibility in multiple languages.