Express
Keeping Up with the Gen Xers

Just as the Internet was erupting, this clothing retailer’s customer base was shifting to a younger, hipper audience … you already know where we’re going with this don’t you?

Express came to us in an effort to capitalize on this lucrative market and believed an Internet presence would help. But if you’re going to talk 20-something, you better know the language.

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We were already hip to this audience and set out to create a site that would embody the vibe of this energetic, media-wise group. We then sprinkled in interactive extras such as surveys, quizzes and chat rooms featuring guest chatters like bleeding-edge fashion buyers, a world champion mountain biker and the Express CEO. To drive store traffic, we added online-only discounts, promotions and coupons. And to get these trendy young shoppers to the site in the first place, we created a complimentary CD-ROM delivered at point-of-sale that included fashion advice and lifestyle information that made sense in the Gen X world.

They like us!

The Web site gets thousands of hits each month, with the chat area and advice section generating the greatest number of hits.

In-store traffic surges when new printable coupons and offers are posted on the site.

The surveys have provided valuable feedback for enhancing the site. In one notable instance, a survey probing purchase intentions provided a statistically significant number of responses with which Express’ buyers were able to make an informed purchase decision for the upcoming clothing line.