Dooney & Bourke teams with Optaros and Demandware to re-launch its online flagship

BOSTON, Feb. 19, 2015 /PRNewswire/ -- Optaros, Inc., a global digital commerce professional services company, recently announced the re-launch of Dooney.com, the online flagship of Dooney & Bourke on the Demandware Commerce Cloud. Combining rich brand and product content with a world-class digital commerce experience, the new site reflects the timeless style and values of the American fashion accessories brand while enhancing the online shopping experience for its customers.

"Recognizing the role that digital plays in today's omnichannel world, our primary goal was to create an immersive customer experience that remained true to the Dooney & Bourke brand," said Chris Langway, VP Business Strategist at Optaros.  "To achieve this, we leveraged Demandware's enterprise cloud commerce solution in concert with our deep eCommerce experience to design and develop a series of engaging brand commerce features, such as product collection showcases and shoppable lookbooks."

Dooney.com's shoppable lookbooks employ stunning visual imagery to showcase products in a lifestyle setting, letting online customers browse and shop Dooney & Bourke products based on looks that inspire them. 

"Our goal was to create an online shopping destination that would serve as more than just a storefront," said Peter Beaugard, Director of Brand Strategy at Dooney & Bourke.  "Our customers are digitally savvy and expect a best-in-class shopping experience. But they also use our site to research our products at home, at work, and in store.  So we wanted to create a site where they could immerse themselves in the beauty, quality, and craftsmanship of our products, regardless of where they end up buying. The new Dooney.com allows them to do just that while providing us with the power to inspire our customers and communicate the essence of our brand."

Working alongside Dooney & Bourke's Brand and Commerce teams, Optaros conceived, designed, and developed a rich and engaging brand and eCommerce experience.

"From the outset, we knew that any website for a brand as iconic as Dooney & Bourke would need to tell an integrated story," said Melissa Fleck, Sr. Director of Design and User Experience at Optaros. "We also knew that creating a truly innovative experience would require that we push the limits of traditional user experience and visual deign, weaving brand, product, social and lifestyle content throughout. But thanks to Demandware's flexible layout and design capabilities, we were able to successfully execute and deliver an innovative solution that appeals to both first time and loyal repeat customers."

Optaros also helped Dooney & Bourke customize and integrate third party technologies with the Demandware platform, including capabilities for social login, customer reviews, alternate payment methods, gift cards and international shipping. The feature-rich site is also fully responsive, leveraging Demandware's responsive web design capabilities to ensure a seamless and consistent experience across all devices.

"We selected Optaros and Demandware because each have a strong reputation in the market for leveraging technology to design and deliver exceptional customer experiences," Beaugard continued. "For us, this was more than an eCommerce implementation, and we couldn't be happier with the result."

Dooney & Bourke's new eCommerce site can be found at www.dooney.com

About Optaros, Inc.
Optaros is a global digital commerce professional service partner. We help companies conceive, design, build and operate eCommerce technology solutions that accelerate revenue and reduce costs. With clients such as Macy's, Stella & Dot, Nestle, and Rue La La, Optaros takes a customer-centric approach to creating exceptional commerce experiences for exceptional brands, providing the user experience and visual design expertise of a digital agency, the technological capabilities of a systems integrator, and the thought leadership of a strategic consultancy. From core eCommerce and mobile to omni-channel and multi-channel experiences, Optaros delivers next generation tools and experiences that enable consumers at every digital touch point in the retail, consumer goods, media, healthcare and financial services industries. 

In November of 2014, Optaros became part of MRM//McCann, a global customer experience-marketing agency, part of the Interpublic Group IPG The combined companies offer end-to-end digital solutions from customer acquisition and engagement through to the transaction and ongoing loyalty.

About Dooney & Bourke
In 1975, Peter Dooney and Frederic Bourke launched Dooney & Bourke, a fine leather goods company committed to the highest standards in the industry and with the idea that they could make a difference in the fine leather goods market. With a steadfast commitment to enduring style and uncompromising quality, they selected only the finest raw materials and revived the time-honored techniques of old world leather craftsman. Inspired by a variety of classic bag shapes, ranging from mail pouches to saddle bags to early American military gear, they created the distinct blend of classic and contemporary style influences that has been the hallmark of every Dooney & Bourke collection. Dooney & Bourke products are sold nationwide in major retail department stores as well as their own stores in Dallas, Westchester, Las Vegas, and Orange County, in addition to 29 outlet stores. As Dooney & Bourke approaches its 40th anniversary, its emphasis on quality craftsmanship, enduring style and innovative brand marketing continues to be a guiding inspiration.

About MRM//McCann
MRM//McCann is a global customer experience-marketing agency, part of the Interpublic Group IPG. We simplify the complex―helping our clients navigate, transform and gain competitive advantage within today's multi-dimensional, digitally driven world. We achieve this through creative ideas born at the intersection of technology solutions, measurable performance and our unique understanding of people. This philosophy guides our approach to creating innovative experiences that matter to both people and brands. The agency has 30+ offices across North America, Latin America, Europe, the Middle East and Asia-Pacific. For more information, please visit www.mrm-mccann.com.

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SOURCE Optaros, Inc.