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Creator Content Boosts Page Views for New York & Company by 600%

June 10th, 2015 | 2 min. read

Creator Content Boosts Page Views for New York & Company by 600% Blog Feature

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NEW YORK and BOSTON — June 10, 2015 — Content marketing technology specialists Zmags today announced stellar results from the initial deployment of its Creator platform with leading manufacturer and retailer of women’s fashion apparel and accessories, New York & Company (NY&C).

Paul Carroll, New York & Company’s vice president, digital and e-commerce creative, said, “Zmags Creator has made me rethink how I design and create content for the Web. It’s amazing — like taking a straitjacket off. And the results? User engagement has been comparable to some of the biggest weekends in the retail calendar.”

In a highly competitive market where consumers are time-poor, typically 55 percent of Web page views are getting less than 15 seconds of attention. Grabbing that attention is increasingly difficult for online retailers — they need to deliver instant digital gratification. For NY&C, this means using beautiful creative executions to showcase its collections to a discerning female consumer segment.

As part of this process, the company refreshes its site with new content-led campaigns — including creating a new template, new images and new site functionality. Historically, each campaign from ideation to publishing previously required lengthy mock-ups, approvals, coding and testing and would take up to four months to complete. This long cycle limited website refreshes to every eight to 10 weeks.

NY&C initially used Zmags Creator to feature the Sweet Pea women’s apparel line. Four days after deployment, between mobile and desktop environments, page views skyrocketed, showing a 600 percent improvement. Because Creator is based on an intuitive experience canvas that includes drag-and-drop tools, asset libraries and widgets, it dramatically reduces the time and complexity from ideation to publishing content on a website, enabling NY&C to massively increase its creative output, easily collaborate between teams and effect updates on-the-fly.

Carroll highlighted that with Creator, NY&C has accelerated creative output 400 percent and reduced time-to-market from months to just hours. One particular campaign, Spring dresses, which had over 40 styles, went live on a Thursday using Creator and by Monday, the sales report showed results similar to the best weekends in the retail calendar. Zmags will be kicking off a new Master Marketer webinar series, featuring marketing executives who are pushing the marketing innovation envelope. The first Master Marketer will be:

“In the Master Marketer webinar series, we want to inspire marketers by sharing strategies and tactics directly from digital marketing leaders making a difference today at top brands,” said
Brian Rigney, CEO of Zmags. During this session, Mr. Carroll will demonstrate how his team uses Zmags Creator to produce and publish new content to the multiple NY&C Web and digital properties. Topics to be addressed:
  • Marketing in the Moment – The challenges and opportunities NY&C faces to create marketing rapidly that resonates
  • Mobile – NY&C unique perspective to designing for mobile
  • Metrics – NY&C definition for customer experience success
  • Monetization – A look at some of the successful conversion techniques NY&C uses to drive sales

NY&C has since expanded its use of Creator to focus on multiple marketing campaigns, including Eva Mendes Bridal Collection Party, Spring Into Life, Dress Pretty in the City, Tops That Pop and at least 10 other campaigns. Again, each generated similar increases in page views and sales results.

“The results from New York & Company exemplify just how Creator can dramatically improve any omni-channel campaign by giving in-house professionals the tools and freedom to create beautiful digital experiences,” explained Rigney. “Moreover, NY&C really understands that these experiences immerse their customers in a transactional environment that is married to an uplift in page impressions and ultimately sales. The results to date make this transparent.”

To learn about New York & Company and their success with Zmags Creator, please see the case study in full here. Sign up for a demo of Zmags Creator at here.