Vincent Outfitting is a small clothing and goods shop in Omaha, Nebraska, curating a selection of everyday men’s apparel with a focus on bringing in quality, sustainably made fashion, brands, 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 coding 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, and the site is highly responsive, serving up a functional and aesthetically pleasing online experience no matter the device. This experience also improves weekly as iterations are made based off what staff is learning from in-store and online customers and analytics tracking; with ecommerce sites much more so than marketing sites, the site is never truly “done” since needs and preferences can change so often.