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Urban Outfitter's Terrain Brand Relaunches Commerce Site with WebLincWebLinc, the commerce platform provider for the fastest growing online retailers, today announced that it has re-launched the eCommerce site of Terrain, the home and garden brand of Urban Outfitters, Inc., to address the company's growth in mobile traffic. The new site, available at www.ShopTerrain.com, has driven a significant increase in smartphone conversions and revenue from mobile devices. Terrain, which Urban Outfitters introduced in 2008 through a brick and mortar store, and later expanded to include a second store and an eCommerce site, is a longtime WebLinc client. After building its first site internally as a proof of concept, the company began working with WebLinc in 2010 to give it more sophisticated eCommerce capabilities. In addition, launching Terrain with WebLinc - which works with other URBN brands such as Free People and BHLDN - helped the company standardize systems to streamline functions such as merchandising and how it interfaces with distribution centers. The recent revision of the Terrain site, which launched during the last week of October 2014, was focused squarely on improving the mobile experience. "Like other retailers, we're seeing a dramatic growth in mobile traffic - smartphones and tablets are increasingly becoming the way our customers prefer to engage the Web, so we wanted to give them the best experience possible," said Lacey Soslow, Director of eCommerce and Marketing at Terrain. "WebLinc has been a great partner over the past five years and has a particular expertise in responsive design, so this project was a very natural step to improving our customer experience." WebLinc and Terrain began working on the new site in early 2014 and started developing a framework in June with the bulk of development work done over the summer months. In addition to the new responsive, mobile-friendly format, one of the biggest improvements to Terrain's new site is the number of custom page templates that it worked with WebLinc to develop. For example, the new library of templates has different gallery and slideshow formats, and product detail page templates that include scroll-over text. "With other platform providers it'd be difficult to develop an idea and act on it quickly, but WebLinc is very nimble and quick to execute so we can get new templates onto the site in short order," continued Soslow. "To help ensure a swift-moving project, WebLinc added additional leadership to our account team. In addition to the project manager and developer that handle our regular workload, we had a responsive design expert too. With a stacked team, we knew that everything that needed to be done quickly would also be done well." By September, the team began quality assurance testing on the new architecture to ensure that the new templates were responsive across smartphones, desktops, and the widescreen. "We've been building responsive sites since 2005 and were one of the first eCommerce providers to adopt this approach, so to say we're comfortable with it is a bit of an understatement," said Darren Hill, WebLinc's CEO. "We're helping most of our clients evolve towards a mobile-first mentality and the time was right for Terrain to make the move. They've been a great partner over the years - in addition to other brands in the URBN family - and we're excited to help them grow even faster." In the future, Terrain plans to continue enhancing the mobile experience and building on omnichannel capabilities such as in-store pickup, which was introduced as one of the many continuous revisions the team has rolled out throughout its WebLinc partnership.
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