Odd Molly: working faster and smarter

2019-02-05

Odd_Molly_model

A Swedish fashion icon

Odd Molly is a Swedish fashion brand that designs, markets and sells clothes and other lifestyle products for women. The company was founded in 2002 and now has stores in Sweden, Norway, Finland, Portugal, USA, Czech Republic and Slovakia, and of course online at oddmolly.com.

We had a conversation with Caroline Starkman (e-commerce operations manager), and Stephanie W. Godée (art director).

Weld on the start page

The Odd Molly team started using Weld in November 2018. It was easy to integrate with their existing e-commerce platform (Centra) and now Weld is about 50% of the start page on oddmolly.com.

Odd Molly embeds Weld content inside their Centra e-commerce platform

A massive improvement in speed

“Weld gives us a massive improvement in speed when updating the website” says Caroline. “It’s so much quicker and easier now”.

“Before it could take a day before new content was produced and placed online. Now it takes minutes.”

The team is also much more reactive and adaptive. “Let’s say we get customer questions about a product through our helpdesk, and we want to update the website to explain the product better. Before it could take a day before new content was produced and placed online. Now it takes minutes.” says Stephanie.

Great support is half the product

“Weld gives the quickest support of all our suppliers”, Caroline gleams. “Getting help is just a click away, Weld usually responds in minutes”.

An industry in rapid change

The fashion industry has changed dramatically in the last years, and a lot of it is driven by e-commerce and the possibilities with digital marketing.

“There used to be four main seasons, but now it’s a constant flow”

“There used to be four main seasons, but now it’s a constant flow”, says Caroline. “New items arrive from the factory and go straight up on the website”.

The modern media mix

Odd Molly uses a diverse set of digital marketing channels to drive traffic to the website. “The newsletter is really important to us. We run it three times a week and it drives a lot of traffic. But also social media such as Instagram is important.”, explains Stephanie.

Responsive layouts allow the Odd Molly team to create content for any device