Design + Business

Sid Mashburn

 

Sid mashburn


Objectives

Translate the third-space experience of the country’s leading menswear store into an equally distinctive and competitive online experience.

Execute omni-channel strategy through the unification of three inventory systems across three stores while developing cross-functional competencies across multiple departments, stores, and teams.


Role + Responsibilities

E-COMMERCE ANALYST + EXPERIENCE DESIGNER

  • content strategy

  • process optimization and standardization

  • category management

  • online performance analysis


Team

SUPERVISOR

Phil Yi, VP of E-Commerce

MEMBERS

Elizabeth Mashburn, Sangsouvanh Khounvichit, Tom Gardner


KPI Outcomes*

  • Conversion

  • Organic traffic

  • Sales

  • CTR “click-through-rate”

  • AOV “average order value”

  • Time on site

  • Inventory shrink

  • Return rates

*exact figures not disclosed for NDA compliance

 
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Sid Mashburn.jpg

Strategy

CUSTOMER ENGAGEMENT + SERVICE

“Reduce friction with existing customer experience points.”

  • increased on-time delivery

  • increased order fulfillment accuracy

  • introduced lifetime free shipping

  • introduced tracking visibility

  • introduced point-of-purchase agnostic return policy

  • reduced shipping mistakes + damage

  • reduced sizing discrepancies

  • negotiated more competitive B2B volume rates with UPS

BRAND

“Bring Sid’s distinctive brand voice to life through compelling content and curation.”

  • initiated online wardrobe consultations

  • integrated Setster appointment plug-in

  • utilized “related products” to increase AOV and provide editorial guidance

  • introduced content-as-product editorial initiatives

  • introduced product bundling for select outfits and complementary products

PROCESS

“Standardize processes and reduce operational costs to deliver customer value.”

  • standardized shirt and pant measurements

  • established online visual merchandizing protocol

  • differentiated SS “seasonal stock” vs. BSR “basic stock replenishment”

  • negotiated more competitive shipping schedule with Italian suppliers

  • standardized SKU creation loop

  • synchronized new product drops across platforms and channels

  • search engine optimization audit & link-building strategy

  • reduced inventory shrink


Tactics

STRUCTURE

  • decentralized management

  • organizational design

  • incentive systems

  • corporate university


PROCESS

  • process efficiency

  • process analytics

  • logistics systems

  • localization


PRODUCT PERFORMANCE

  • ease of use

  • superior product

  • performance simplification

  • styling


SERVICE

  • concierge

  • superior service

  • total experience management


CUSTOMER ENGAGEMENT

  • community + belonging

  • whimsy + personality

  • curation

  • experience simplification

 
 
screencapture-sidmashburn-featured-sid-s-essentials-html-2019-09-25-12_16_11.png
A lot of people cross our threshold. One of the things they come here looking for is confidence. And bond. That was an intent of mine from the get-go. Being from a small town in Mississippi, I kinda feel like I know, or want to know, just about everybody in town.
— Sid Mashburn
 
PC: Mr. Porter

PC: Mr. Porter

 

INSPIRATION Board