Myla
Myla sells sexy lingerie and accessories and has become the underwear of choice for many high fashion brands.the OTHER media was chosen after a competitive process lasting over a year to freshen up their online ecommerce stores and make them more effective.
What did Myla want?
As with our other fashion brands, the "look and feel" of the Myla site had to take precedence over technology.
The old site was very rigid in its design. The new one is much more flexible, luxurious and "more Myla". We have used the photographic imagery much more extensively and played down some of the overt aspects of many online shops. We want people to explore the sexy items on offer rather than feel they are simply picking from a catalogue.
Two sites for different territories
We started by redesigning the US site. With two major markets, it was important to get one right before launching the other. We spent a few weeks tweaking the design and then rolled it out to the UK version.
Our content management system, OTHERobjects CMS, made keeping these two sites in-sync very straightforward, although to Myla they are separate stores with separate US and UK teams in charge of the content and the product mixes.
Putting Myla in control
Giving Myla real control over the sites was a priority and they now have the ability to manage all sections of the site including flexible promotions, store locators, "Ask Myla" as well as tools for featuring products and offers.
Behind the scenes
There is full two-way integration between the websites and the warehouse stock-control systems and customer data was maintained between the old and new versions.
Many companies imagine that it is easy to sell in other countries but the complexity of VAT and shipping charges soon pursuades them otherwise. We have full US and US tax and delivery computation and the UK we use a postcode lookup to improve the accuracy of the data collected.
This will help Myla build long term relationships with their customers.
Ready to grow
The Myla sites were built in rapid time using our content management tools but are also fully ready to be extended. Adding further country sites would be straightforward as would be further integration with CRM and analytics packages. The design is also held separately from the business logic so it is easy to freshen the design of the site without having to rebuild it.
