Soma, a division of Chico’s FAS, has been a leading retailer of women’s high-end lingerie since 2004. The company operates more than 250 retail locations throughout the United States.
Chico’s had tested the waters with a tablet site for White House Black Market, but were hesitating on the remaining brands. Chico’s wanted to get a clear picture of the likely return on investment and there just wasn’t enough high-quality reliable data to make the case.
Moovweb asked 64labs to set up an A/B test to shed light on how much value Chico’s might be leaving on the table by not optimizing the remaining brands. We split traffic 50-50 and tested the www site on tablet, putting it head to head with Moovweb’s tablet-optimized site, and after two weeks the results were clear. The company immediately commissioned a new tablet site for Soma Intimates. Post launch, Chico’s FAS has hired 64labs for user experience design work to help them build new functionality into tablet and mobile.