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Why they won

dutil. was a finalist for the Innovation Awards.

For creative use of custom fields at the product level to fill industry and brand needs.

Business stats

  • Who submitted (and is quoted below): Madison Bentley, Ecommerce Manager
  • Year founded: 2006
  • Headquartered: Vancouver, British Columbia, Canada
  • Ecommerce vertical: Direct to consumer (Apparel & Jewelry)
  • Website
  • Facebook
  • Twitter
  • YouTube
  • Instagram

Business outcomes of the innovation

  • Increased customer satisfaction and loyalty thanks to online store functionality aligning with brand’s mission.

What they do

dutil. is a premium denim manufacturer and seller.

Over the years, they’ve developed a reputation for making the most comprehensive and ethically sourced denim collections available to a diverse range of customers.

The challenge behind the innovation

Many of the jeans we sell are unisex, which provided a number of issues in terms of merchandising product.

We fixed this by switching all product thumbnails over to off-body flat lays, and by creating a custom field for gender: female, male + unisex.

How they make it work

By offering a custom field option, we let customers filter by gender, to show men’s, women’s and/or unisex products.

BigCommerce also lets products go into multiple categories, which let us have the same item in a men’s and women’s section of the website.

Final word

With BigCommerce, we are finally able to sell unisex jeans to both genders.

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Table of Contents

IntroThe 19 Most Innovative Ecommerce Brands of 2017
Chapter 1 Seriously Silly Socks: Personalization + pick, pack, ship simplification.
Chapter 2 Bob Johnson’s Computer Stuff: Future-proofing on-site search
Chapter 3 Andie Swim: Fixing a broken industry purchasing funnel for good
Chapter 4 Beer Cartel: Content marketing for a 34% gain in sales
Chapter 5 Autograph Foliages: Migrating to a 40%+ in revenue
Chapter 6 Berlitz: Selling online courses to modern ecommerce shoppers
Chapter 7 dutil.: Removing gender barriers from the online shopping experience
Chapter 8 Flip Flop Shops: Multi-store pick, pack, ship and in-store pickup
Chapter 9 Freund Container: B2B empowerment through RESTful APIs
Chapter 10 Glory Cycles: High-end product-level customization for an expert customer
Chapter 11 Ironlak: Streamlining checkout complexity in a local hosting environment
Chapter 12 NaturallyCurly: Integrating data across EDI and API endpoints
Chapter 13 Neon Poodle: International expansion on steroids
Chapter 14 Pruvit Gear: Saving $1,000,000 annually + custom print-on-demand services
Chapter 15 Restaurantware: B2B & B2C in a single dashboard
Chapter 16 Rollie Nation: Building innovation into the fabric of the brand (UX included)
Chapter 17 Sam’s Furniture: Online furniture browsing + buying customers can’t resist
Chapter 18 Silver Jewelry Club: The newest flash sale site on the block
Chapter 19 Sorority Specialties: Catering to Gen Z’s ecommerce expectations