Why they won

dutil. would be a finalist for that Innovation Awards.

For creative utilization of custom fields in the product level to fill industry and brand needs.

Business stats

  • Who posted (and it is quoted below): Madison Bentley, Ecommerce Manager
  • Year founded: 2006
  • Headquartered: Vancouver, Bc, Canada
  • Ecommerce vertical: Direct to consumer (Apparel & Jewellery)
  • Website
  • Facebook
  • Twitter
  • YouTube
  • Instagram

Business connection between the innovation

  • Elevated client satisfaction and loyalty because of online shop functionality aligning with brand’s mission.

The things they’re doing

dutil. is really a premium jeans manufacturer and seller.

Through the years, they’ve created a status for building success out comprehensive and ethically sourced jeans collections open to an assorted selection of customers.

The task behind the innovation

Most of the jeans we sell are Unisex, which provided numerous issues when it comes to merchandising product.

We fixed this by switching all product thumbnails to off-body flat lays, and developing a Custom Field for Gender: Female, Male + Unisex.

The way they have great results

By providing a custom field option, we let customers filter by gender, to exhibit men’s, women’s and/or Unisex products.

BigCommerce also lets products get into multiple groups, which let’s have a similar item inside a men’s and ladies’s portion of the website.

Final word

With BigCommerce, we’re finally in a position to sell unisex jeans to both genders.

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