Coldwater Creek Enhances Digital Commerce Capabilities in Partnership With CQL and BigCommerce

Coldwater Creek, the specialty women’s apparel retailer, has upgraded its tech stack by partnering with digital commerce agency CQL and BigCommerce.

Coldwater Creek’s new online storefront is designed to deliver “an elevated brand look with a heightened customer experience featuring nature-inspired palettes, intuitive navigation filled with captivating imagery and immersive storytelling, and visual badges and promotions to enrich the shopping experience,” the companies said in a statement. “With an e-commerce infrastructure built on the open BigCommerce platform, Coldwater Creek is outfitted for long-term growth with the flexibility to add new functionality quickly and easily.”

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The investment comes as retailers and brands are stepping up efforts to create a smoother online and omnichannel shopping experience for consumers. In a recent interview with WWD, Meghan Stabler, senior vice president of marketing at BigCommerce, claimed its platform gives clients a competitive edge. During the recent Cyber Week period, retailers using BigCommerce’s platform experienced a 10 percent year-over-year increase in gross merchandise value — higher than industry averages.

With Coldwater Creek, BigCommerce said it faced “an opportunity to upgrade its technology and replace its e-commerce platform to provide the company an ability to grow in a cost-effective and timely way.”

Dave Walde, chief executive officer of Coldwater Creek, said its growth plan “required a significant upgrade to our e-commerce capabilities. Replatforming to BigCommerce gives us a modernized infrastructure to drive brand expansion, deliver an engaging customer experience and provide us with tools to scale operations and grow revenue.”

Scott Robertson, managing director at CQL, is bullish about the retailer’s future. “With a best-of-breed omnichannel experience and robust tools for their e-commerce team, Coldwater Creek is positioned for substantial growth ahead,” he said.

Steven Chung, president of BigCommerce, said Coldwater Creek is the latest retailer to tap the company’s “open, trusted platform.” Other retailers using the company’s platform include La Perla, Badgley Mischka and Birdsnest.

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