WHBM is part of the Chico’s FAS family of brands. WHBM has 351 stores and 24 outlet stores throughout the US, catering to women over 25 with their distinctive monochromatic styling.
Chico’s had tested the waters with a tablet site for White House Black Market, but were hesitant with their remaining brands. Chico’s wanted a 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 three new tablet sites for Boston Proper, Chico’s and Soma. Post launch, Chico’s FAS has hired 64labs for user experience design work to help them build new functionality into tablet and mobile.