Vincent Outfitting Co. is a small clothing and accessories shop in Omaha, Nebraska, curating a selection of everyday men’s apparel with a focus on bringing in quality, sustainably made apparel and goods not readily available in the local area. Vincent’s online presence began with a simple landing page and expanded to an ecommerce site that integrates seamlessly with both the in-store experience and the point-of-sale system, Square.

Built on WooCommerce, WordPress’s popular ecommerce platform, the site allows the digital experience to mirror the uniqueness of the in-store experience with regard to visual cues, functions, color, and displays. It was meant to follow the store’s lead, which steered it away from traditional ecommerce experiences. At the same time though, the development of the site follows standard conventions of sorting and displaying by brand, category, type, or sales to make it exceptionally easy for visitors to explore and shop. And as visitors shop and purchase in-store or online, Square’s inventory management tracks and updates both ways, keeping the staff aware of low and sold-out stock.

Vincent’s primary mode of marketing comes through social media platforms such as Instagram. This means that more than half of the site’s visitors come via mobile browsers. Knowing this, the site was made to be highly responsive, serving up a functional and aesthetically pleasing online experience no matter the device.