Oasis website calls in SAS to marshal redesign

Oasis’s revamped website, www.oasis-stores.com, designed and built by SAS, went live last week marking the latest stage in the fashion retailer’s bid to increase footfall through its UK stores.

The move is part of a broader branch refit designed to give stores a ’boutique-style’ interior, which Oasis believes will attract a bigger share of the 18-24 market, according to SAS client partner Nick Austin.

Oasis’s former site was ‘clunky’, labour-intensive and prohibitively expensive, which confined its effectiveness as a marketing tool, he says.

‘Increased functionality has not been at the expense of funkiness. But besides being contemporary, fashion items can now be easily added or removed and the colour-scheme for the entire site can be changed at the touch of a button to tie in with off-line campaigning,’ Austin adds.

Customers were invited to have a say in the website’s design via an incentivised on-line response card designed by SAS and Oasis, according to Oasis marketing director Hannah Russell.

‘We’ve listened to our customers and delivered an experience in tune with their needs. It’s more product-focused, delivering over three times more stock than previously,’ adds Russell.

The information-only website automatically modifies background colour-schemes to fit in with changing seasons, evolving fashion trends and off-line campaigns.

A database has been added giving Oasis freedom to indefinitely increase its on-line offering. Previously, the site carried a maximum of 60 different clothing items.

Central to the site is the ‘clothes rail’ section where users can try out different combinations of outfit and e-mail the ensemble to friends for a second opinion.

The site also features an advice page, which offers fashion tips for outsized customers and hints on the latest trends.