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CASE STUDY—Miss Zula's
A 'Must Have' Site
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The challenge—
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The solution—
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Miss Zula's is a successful, hip boutique
with three stores in two states but its web site was a dud.
The static e-commerce web site did little to entice visitors
or build its brand and web site sales hadn't exactly been
taking off.
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Misszulas.com, a fun, colorful site that
replicates the Miss Zula shopping experience, introduces the
hip boutique to new national customers and helps pamper existing
clients. A fail-safe Content Management System makes it easy
to update the content and the look.
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The Story
Just walking into Miss Zula's can perk a girl up. First, there's
the enticing displays of jewelry, accessories and gifts: sterling
silver rings, red and pink Swarovski crystal necklaces, lounge wear
with fur cuffs, quirky books, and sparkly marcasite. Brightly colored
walls, fun music, and attentive, informed salespeople help complete
the funky vibe. It's the sort of place a woman can send her gift-giving
challenged significant other to make sure she opens up a surely
loved present - not a Dustbuster or tent - on her birthday.
Since the first boutique opened in Missoula, Montana in 1999, owners
Angela and Jim Kenyon have built a loyal customer base and opened
additional boutiques in Bozeman, Montana and Indianapolis, Indiana.
This summer they also welcomed a new web site designed by Pyron
Technologies that will bring in new clients from across the country.
When asked how their new site differs from their first site, owner
Angela Kenyon exclaims, "Oh, there's no comparison!" She
says Miss Zula's last site wasn't designed by people who understood
retail or her store. Even though she knew she should highlight new
products every three months, the site wasn't built to accommodate
changes. Without a Content Management System (CMS), they had to
rely on the web site designer to submit updates and as a result,
rarely made sales. "We were up against a wall," she said.
Unique Look, National Attention
Pyron Technologies worked closely with Miss Zula's owners and manager
to develop a site that reflected the store experience and extended
branding to an online store. "I wanted to have customers leave
the store with a business card in hand with our web site on it,
and be able to revisit that experience online," says Tiffany
McBeath, who's managed the Missoula store for five years. She also
wanted a cost-effective way to manage site content that would give
them the ability to keep the products fresh. "I didn't want
to call the web company and say 'change out that necklace, or change
that word.'"
The new MissZulas.com "has an attractive design and it's easier
to use," says Kenyon. "It's a great form of advertising."
And with the new site's Content Management System, McBeath says,
"we can change the content and look of the site just like we
change the look of the store."
Kenyon thanks the Pyron team for making Misszulas.com a success.
"Our site works because Pyron knows what our store should look
like online."
Personalized Online Marketing
Now, instead of cringing when asked about their web site, Miss Zula's
uses it as a sales booster. "It extends our relationship with
our clients," says Kenyon. The site enhances their personalized
online marketing. "Say I know a customer wants to see new cell
phone holders but she's not in Missoula," says McBeath. "I
take digital photos, email them to her, and attach our web site
to the email with a note saying 'check out our site for other accessories
you may like.'"
The new site also helps MissZula's make national sales when the
web address is featured in ads for Judith Jack Jewelry in national
fashion magazines like Elle. "Many times, a guy will call us
from out of state and ask if we have something in another color
or design that he saw on the site," says Kenyon. "We'll
end up personal shopping for him."
One unique feature of the site is a "funky jewelry finder"
that suggests jewelry and accessories based on an online quiz. After
the shopper chooses factors like style and mood, he or she is presented
with an array of goodies. The fun finder is reminiscent of horoscopes
or quizzes in women's magazines.
Miss Zula's boutiques buzz with happy, smiling customers. The women
feel chic and the men feel great knowing they are hitting a sure
homerun with their gift. And the best part of all? With its new
web site, the creative boutique is now at its smiling customer's
fingertips in its fashion-forward, ever-funky form.
Visit Miss Zula's at www.misszulas.com
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