About Allen Edmonds
Founded nearly 100 years ago, Allen Edmonds is an iconic footwear brand built on the key values of quality, commitment, and craftsmanship. Alongside prominent brands like Famous Footwear, Sam Edelman, and Naturalizer, Allen Edmonds is a key member of the Caleres brand portfolio.
With prices starting around $350 for many of its classic dress shoes, Allen Edmonds’ core customer is a more established, career-driven man with one goal in mind: to invest in exceptionally well-crafted footwear that transitions seamlessly from the boardroom to a business dinner, and more recently, from work to weekend wear.
The Challenge
Founded nearly 100 years ago, Allen Edmonds is an iconic footwear brand built on the key values of quality, commitment, and craftsmanship. Alongside prominent brands like Famous Footwear, Sam Edelman, and Naturalizer, Allen Edmonds is a key member of the Caleres brand portfolio.
With prices starting around $350 for many of its classic dress shoes, Allen Edmonds’ core customer is a more established, career-driven man with one goal in mind: to invest in exceptionally well-crafted footwear that transitions seamlessly from the boardroom to a business dinner, and more recently, from work to weekend wear.
The Solution
With the price point for a pair of shoes ranging from $20 to $800 across Caleres’ brand portfolio, the company wanted to be sure to implement a solution that would work well for everyone.
“We came together and realized the best solution was Zip,” says Wessel. “From a business perspective, we loved the option
to charge the customer a small $1 installment fee. This customer contribution model allowed us to offer a flexible payment option in a way that maximized our ROI.” Once this decision had been made, the two teams worked side by side tailor the integration to Allen Edmonds’ unique fulfillment needs.
The Results
From bargain hunters stocking up on sale items to those looking to split payment for a higher-priced item over time, every type
of Allen Edmonds customer has responded positively to the buy now, pay later solution. Wessel notes that a sitewide banner with Zip messaging drove higher conversion rates than one that did not include it, and that the brand now includes the option to pay with Zip in every single email to customers.
“Zip’s customer contribution model allows us to offer a flexible payment option in a way that maximized our ROI.”
Jackie Wessel, Director of eCommerce
This focus on marketing the benefits of Zip to the brand’s existing customer base has proven fruitful. Allen Edmonds went live with a Zip front-end- only integration in December 2019. Since then, over 12% of Allen Edmonds’ Zip customers have used this checkout option more than once, while net new Zip customers come in at 40%.
Within the first five months of the partnership, the share of the company’s total revenue coming from Zip transactions has doubled and continues to climb. And despite an already high average order value, transactions for customers using Zip consistently runs $10-20 higher than what the brand normally sees for its eCommerce business.
“The team has been amazing at responding to our needs and quickly deploying updates that make it easier for customers to get what they need, from the initial purchase to the store return process,” says Wessel. “We’ve been evangelizing throughout the company how positive the partnership with Zip has been.”
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