DIGITALLY WORDED: Barneys New York and Connor have extended their relationship to the digital realm. In summer 2015, the retailer and stationer will launch a mobile app and Web site enabling users to select and send cards through e-mail and social media, as well as create events and manage RSVP lists. The service will come at a much lower cost than the paper product: Connor’s archival designs will be available to send for free, while customized options will have a fee. The app will launch within Barneys’ digital infrastructure. The idea to digitize Connor’s luxury positioning has been in the works for more than a year. “We think there is a great market,” said Connor cofounder Justin Felber. “We know the Barneys clientele is very active in the digital world, but they’re limited in their options.”
The investment also marks the retailer’s acceleration toward strategic initiatives to fill voids in customer experience. “If you look at the Evite and paperless stationery business, it’s very mass,” noted Barneys chief operating officer Daniella Vitale. “It made sense to take the Connor piece of it, which we have exclusively, and develop it into a paperless strategy. It allows [users] to elevate their level of communication in a modern way.”
This story first appeared in the November 25, 2014 issue of WWD. Subscribe Today.