Mark Cross

Digitizing high-touch concierge service for a heritage accessory brand

Mark Cross was established in 1845 with one simple goal in mind; to create the finest leather goods for the horse and buggy rider. Over time, Mark Cross expanded its range of products and quickly became the quintessential American luxury lifestyle brand. Some may even give credit to Grace Kelly for popularizing one of Mark Cross' top-selling products today when she carried the overnight case in the film Rear Window. In 2019, the brand hit a new milestone, launching its first e-commerce site on Shopify Plus. Leading up to this momentous occasion, the brand vetted out digital agencies to partner with eventually selecting 1r to design and build the site. Together they were challenged to bring this iconic brand to the digital marketplace, all while staying true to its classic identity and high-end service.

Services

Business Analysis and Technical Direction
UX / Taxonomy
Design and Digital Production
Front End Development
Back End Configurations/Integrations
Website Quality Assurance and Testing
Account and Project Management
Managed Services

The Goal

The Mark Cross and 1r teams aimed to infuse a blend of transitional style and youthful energy into their homepage, employing layered imagery and multi-quickshop functionality. The brand envisioned a classic e-commerce interface across the site that resonates with their brand, enriched with personalized touches to seamlessly blend product purchasing and storytelling into a cohesive experience.

The Challenge

Confronted with a limited budget and tight schedule, both teams encountered challenges. The Mark Cross team emphasized the significance of a luxurious customer service experience in physical stores and sought to replicate that essence online. Also, leading up to the holiday season, the brand aimed to offer customers a special personalization touch. To achieve this, Mark Cross collaborated with Happy Menocal, enabling customers to choose a hand-painted design for their bags and small leather goods directly through the website.

34%

increase in sales

43%

increase in total orders

91%

return customer rate

The Results

1r created a unique shopping experience for the Mark Cross site with features such as layered imagery for product purchasing, a concierge hub for personalized assistance, and real-time support through various channels. An integration with Returnly streamlines returns, while NYC customers enjoy contactless delivery and a "try before you buy" option. Each product includes a digital passport for authenticity, warranty, and ownership proof. The platform also facilitates mix-and-match options with a simplified Add to Bag process and provides custom, hand-painted products using the Bold Product Options app functionality.