A deeper look,
To increase online revenue, reduce operational costs, and ensure ongoing support, maintenance, and enhancements, Burkes Outlet sought a trusted Optimizely partner and selected Luminos Labs to provide resources and guidance to their internal marketing and technology teams. A full audit of the website allowed them to prioritize and quickly remediate some of the smaller issues, immediately improving the website experience for customers.
- Performance Enhancements – The Burkes Outlet website immediately fixed inventory processes, refactored code, cached specific data in the shopping cart, and improved the Mini Bag / Mini Cart load times.
- User Experience – The website was updated to include content personalization using GEO-IP and user experience notifications (ex: the site notifies visitors when accessing external systems to reduce the bounce rate). Bealls also improved click-throughs to the Product Detail Page (PDP) from Product Name and Brand Name links throughout the site.
- Legacy Site Issues – Burkes fixed the Tax Calculation and Fixed Payment gateway time-out errors, and the solution was migrated from Everweb hosting to DXC hosting, making the necessary changes to support Azure.
When a product is in low stock, the last remaining item, or if the site removes a product from the cart due to selling out, a user will receive a notification. After this implementation, Bealls saw an increase in sales in particularly driving demand for low stock products.
The Burkes Outlet website utilized Optimizely Find to create product widgets that provide enhanced personalization. The site displays recently viewed products (PDP/Top Categories), related products (PDP), and recently removed products (Shopping Cart) to returning visitors. Users can also filter products by predefined properties (color, brand, price, etc.). The Burkes team can easily edit the product data, and select the types of products to prioritize (new arrivals, now trending (based on the sold number), clearance, regular product).
The Burkes Outlet website uses a loyalty system where visitors can earn points and rewards based on spending online or in-store. Users who join the loyalty program can view their points and rewards in a My Account Loyalty Dashboard, and when checking out, members can select to apply their points to purchase for a discount.
When the project started, the only eCommerce website Bealls had live was burkesoutlet.com. Their updated solution now supports a Multi-site CMS that allowed Bealls to scale to its other brands. Now they have three separate sites that share similar CMS and My Account pages with Burkes Outlet.
California Consumer Privacy Act (CCPA)
The website was updated to be CCPA-compliant, transparent with consumers about the personal information they collect and how they use it.
The website has a custom CCPA admin tool used to manage the requests. For a “Know” request, a document is returned to the user with the data found (a predefined document template with predefined user data). For a “Delete” request, all the data associated with the user is deleted, and receive a notification of the removal.