Anthony Logistics for Men, a Skin Care Pioneer, Builds Trailblazing Ebusiness
Are you looking for quality skin-care for men – advanced products that go beyond basic shaving lotions and fragrances? Check out Anthony Logistics For Men. An international leader in men’s grooming products, Anthony Logistics For Men offers a variety of allergy-tested, nature-based skin-care, bath, and body products specifically designed for men. With a number of custom product lines, including Anthony Logistics, Anthony Sport, Action for Men, and Anthony Essentials, the company caters to various needs, tastes and wallet sizes.
Anthony products are sold in over 1600 stores around the world, including Barney’s, Neiman Marcus, Nordstrom, and Saks, as well as online. The company’s own ecommerce website maximizes user comfort with a cutting-edge shopping functionality and outstanding customer support.
In 2004, Anthony executives approached ECommerce Partners with a big plan. They wanted to raise public awareness for the exciting new options in men’s skin care and establish a successful ebusiness. Their current website, they explained, was not up to the task. It had failed to gain traction, and traffic had never really picked up.
Pioneers by nature, the Anthony people still believed in the trailblazing power of ecommerce and charged ECommerce Partners with the creation of a new online destination that would make men’s skin care in general and Anthony’s brands in particular resonate with audiences around the world.
ECommerce Partners started the project with in-depth market research and focus group studies. The results revealed an interesting trend: While generally interested in better skin care, men often feel overwhelmed by excessive product choices and usage instructions. They are calling for less data and more assistance. As a response, ECommerce Partners completely remodeled the shopping experience on the site. Today, customers are no longer left to their own devices. Rather, they are gently guided through the stages “Cleanse,” “Tone,” and “Moisturize,” to quickly find the perfect skin-care system for their individual needs. Short, concise product descriptions, useful tips and sleek photos further enhance the user experience.
ECommerce Partners also added Web 2.0 functionality and launched a comprehensive SEO campaign. The new backend solution provides valuable customer information. “Cabinet” statistics, for instance, alert management to the most popular items thereby supporting development, production and inventory control.
To create customer awareness, boost online traffic, increase conversions, and drive referrals to the retail stores, Ecommerce Partners developed a completely new ecommerce site with streamlined navigation and compelling graphics. Extras include the “Add To Cabinet” feature, a guy’s version of the popular “Favorites,” and several customer loyalty boosters, such as free sample offers and the “replenish” email that automatically reminds users to place new orders once a product reaches the end of its lifespan.
Images and mini case studies are available online for retail promotion and media coverage. The new site also drives traffic to physical retail stores, offering free samples and other gifts for customers who want to test the products before purchasing them.
ECommerce Partners has provided the following services:
- Ecommerce Strategy
- Ecommerce Solutions
- Ecommerce Web Design
- Custom Solutions
- ECommerce Development Module for Custom Cart Features
- User Interface Design
- User Experience
- Graphic Design
- Web Site Design
- Content & Brand Websites
- Custom Website Strategy
- Search Engine Methodology
- SEO Discovery Phase
- Keyword Effectiveness Research
- Ongoing Hosting
- Ongoing SEO
- Ongoing PPC
- Replenishment Program
- Email Newsletters
- Custom Development
- Email Marketing
- Content and Copywriting
- User Interface Design
- User Experience
- Information Architecture (AI)
“We wanted to revolutionize the way men view and purchase grooming products, and we knew we needed to harness the power of the Internet to achieve this goal. Today, www.anthony.com has not only established itself as a successful business, it has also become synonymous with an enjoyable, easy shopping experience for men’s skin-care solutions. Leveraging extensive Internet experience and a passion for ebusiness, ECommerce Partners has turned our vision into reality.”