Case Study: Lane Bryant achieves predictive eCommerce sales lift and smarter site decisions with Tango

Lane Bryant - Customer Case Study

Lane Bryant, part of the Ascena Group and the leading name in women's specialty plus-size apparel with 800 stores nationwide, needed to understand whether and how its eCommerce sales were influenced by brick-and-mortar locations and how new store openings would affect brand awareness and online sales. To answer this, Lane Bryant engaged Tango and its Strategic Store Lifecycle Management approach to analyze the interplay between in-store and online channels using transactional eCommerce data.

Tango built predictive models that compared pre- and post-opening trade areas, quantified differences versus unaffected areas, and created segmentation profiles to identify which customer groups would increase or decrease eCommerce spend after a store opens. The outcome: Lane Bryant now receives sales forecasts showing expected eCommerce revenue with and without a new store, can quantify eCommerce lift, and uses these insights from Tango to view borderline site opportunities more favorably and make more informed site decisions.

Lane Bryant