TomboyX - fenixcommerce

TomboyX decreases bounce rate by 14% with FenixCommerce

CASE STUDY

Category

ecommerce Platform

FENIXCOMMERCE PRODUCT

FENIXCOMMERCE BENEFITS*

0 %

increase in shipping revenue per order

0 %

increase in delivery date accuracy

0 %

YoY increase in conversion

0 %

increase in selection of expedited shipping

*Based on FenixCommerce analysis

Client Story

TomboyX has been recognized as an Inc. 500 fastest growing company, and as the fastest growing minority owned company by the Puget Sound Business Journal.

In 2013 when founders Fran Dunaway and Naomi Gonzalez started TomboyX out of their garage, they did so because of one simple fact: they wanted clothing that fit who they are, not who others told them to be. It became clear very quickly that they were not alone.

While originally TomboyX focused on shirts, they began to get requests during their 2014 Kickstarter campaign for boxer briefs made for women. As they soon discovered, this was because there were virtually no options available. As soon as they began to sell underwear, their revenue tripled in 6 months – and has continued to grow more than 100% per year since.

Annual Revenue

$10M to $25M

FULFILLMENT LOCATIONS

1 (via 3PL)

“We initially partnered with FenixCommerce to help us provide a top-tier experience for our customers, starting with setting accurate and clear pre-purchase shipping expectations…the platform has improved our customer experience end-to-end by giving us complete control over each step of the customer journey related to shipping. From a support perspective, it’s clear the FenixCommerce team is focused on excellence and client delight—they have gone above and beyond to ensure we’re getting the most out of the platform. FenixCommerce is the front-runner for pre- and post-purchase shipping software to improve end-to-end customer experience.”

Michal Paris,
Senior Manager of Customer Voice
TomboyX

client opportunity

“We aren’t here to tell you how to be cool, we are here to celebrate how frigging cool you already are.”

That’s one way Fran Dunaway summarizes TomboyX’s reason for being, and this philosophy is deeply embedded in the company’s product collection—and the design process they go through to create it. The company spares no expense to ensure that its products create a positive, affirming experience for its diverse customer base.

This customer-focused philosophy extends beyond product offerings and into the digital space, informing the company’s approach to online Customer Experience and the technologies used to create it. As part of that effort, they first engaged with FenixCommerce in mid-2020 with the goal of leveraging Estimated Delivery dates to create a better Order Experience.

FenixCommerce Solution

After implementing the Order Experience platform and seeing significant conversion and shipping revenue improvements during their A/B testing period, TomboyX worked with the FenixCommerce Client Success team to investigate how our various solutions could further benefit their end-to-end Customer Experience.

This process has resulted in TomboyX adopting additional FenixCommerce solutions, including:

Order Promotions: TomboyX has what may be the most evolved Customer Loyalty program of any Shopify Plus store, and they were one of the first FenixCommerce clients to leverage our Order Promotions platform to generate shipping-related promotions based on Customer Loyalty data.
Order Intelligence: In keeping with their focus on making the post-“submit” experience as positive as possible, TomboyX has become a heavy user of the FenixCommerce Order Intelligence Platform. This allows them to monitor the progress of orders through the fulfillment process, intervene early to address orders that are at risk of being late, and to find opportunities to improve their fulfillment operations.

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