Trendsend by Evereve

Handpicked Style Delivered to Your Door

Challenge

Evereve, a fashion-forward clothing boutique for moms, extended its in-store experience by creating a monthly subscription box service, Trendsend. This personal styling service allows consumers to go online, complete a style profile and put their fashion choices in the hands of experts. An Evereve stylist then hand-selects personalized outfits to match the customer’s lifestyle, tastes, body type, and budget. Each order is shipped to the consumer’s door based on a monthly or “on demand” frequency.

The new direct-to-consumer eCommerce model was rapidly growing, yet overly complicated. Information used to style and process orders was fragmented across many different systems and databases. This made order fulfillment tedious, time-consuming, and open to human error. Additionally, returned orders often stacked up and clogged the workflow.

To deliver and scale its new Trendsend service nationwide, Evereve sought a streamlined technology strategy to create efficiencies in fulfillment and customer service. Additionally, the application needed to be readily available on both iPad and Desktop devices.

Approach

In the UX discovery and research phase, Trendsend’s current order fulfillment process was observed to illuminate pain points and opportunities for efficiency. Interviews were also conducted with key audiences (including product owners, CIO, directors, stylists, and fulfilment specialists) to help inform an optimal user experience. After assessing all insights and integration points, a minimum viable product (MVP) was developed to test key functionality, requirements, and usability. Frequent iterations throughout the project increased the quality of user experience and accelerated the product to market.

The final custom software solution spans Rails, NodeJS, ReactJS, and iOS technologies. It integrates with Trendsend’s ecommerce and inventory management systems, providing stylists with a wealth of information – from customer purchase history to inventory of a clothing item – right at their fingertips. The responsive web app also includes a layer of native functionality to communicate with the iPad’s internal hardware. In other words, our team tapped into the iPad’s existing hardware and leveraged the iPad’s camera to function as a barcode scanner. This approach allows stylists to scan a clothing item and automatically sync it with the inventory system.

“I could tell you about the intricate integrations we had to do to make the process seamless for our stylists. But in reality, all that they see is a beautiful and simple-to-use app where all of the complexity has been hidden and masked so that the can focus on their core mission: styling and serving moms.” –  Anthony Hoang, Evereve CIO

Outcome

The new web app effectively streamlined internal procedures. It allows stylists to focus more time creating personalized ensembles and less time engrossed in manual processes. Over 1,000 Evereve stylists across 70+ locations and 22 states have now embraced the new workflow.

“The app is incredibly user friendly. We don’t even need training for it.” – Marie Schutte, Director of Trendsend.

All inventory tracking, management, and order fulfillment is now seamless and efficient. Managing returns is reduced from 3 hours to just a few minutes a day. “That’s a game-changer in terms of how our customers are perceiving and experiencing every step of the Trendsend service,” explained Hoang.

The sheer convenience and customization offered through Trendsend’s subscription box service is clearly resonating with consumers. According to Michael Tamte, Evereve Co-CEO and Executive Chairman, revenue driven by the app is equivalent to opening seven stores in a year. Evereve expects Trendsend to grow the business by 300% in 2017.

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