Seven Women Works with ICM Consulting & Media on Company Rebranding

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The trendy maternity boutique launches a new website and brand identity along with an exclusive loyalty program that encourages customer engagement.

Seven Women Maternity, Canada’s big box fashion house for maternity wear, is launching a new user experience dedicated towards the fashion-conscious expectant mother.

The new website makes it possible for the company to offer the superior customer service and personal guidance that it provides in its stores to online customers for the first time.

“Women come to Seven Women knowing that they're going to get great help with building out their wardrobe, and they get real quality clothing. They're going to get a great fit for their maternal body type and they're going to get fantastic service,” says Stephanie Ingram, founder of Seven Women. “We found that part of our challenge online was to match that level of service.”

“We selected ICM because they brought together technology and marketing teams to help bring forth a great user experience for our customers who are ever so evolving and have also brought the same experience to our company through their commitment to our success.”

ICM started the brand rebuild by creating a new Seven Women Maternity website. The site, built with Magento Community 1.9.1, includes a variety of features that are otherwise rare in the maternity space. This includes offering loyalty rewards with purchases, newsletter sign-ups and reviews.

Seven Women’s new loyalty program rewards customers with points if they spread the word about the website. These points can be redeemed for savings on future purchases.

“We have also employed many automated tools which take the legwork out of triggered messaging,” says Lawrence Farbman, Vice President of Ecommerce Strategy at ICM Consulting.

“Piggybacking on the Amazon model of triggered messaging, the new website will automatically notify the user on events such as, but not limited to; a customer's upcoming birthday, no activity for a period of time, the last page visited, product review reminders and shopping cart abandonment recovery.”

The company’s new website has a fresh new look and feel, leveraging Seven Women’s position as a high-end maternity fashion retailer. The company offers a selection of luxury brands that are popular with young and fashionable pregnant women. These brands include Juicy Couture, Citizens of Humanity, Ripe, Olian, Maternal America, Isabella Oliver, Seraphine, Rosie Pope, 9Fashion, Jules et Jim, True Religion and many other fashionable lines.

While pregnancy was once a time for drab and dowdy clothing, that time is long gone. Modern expectant mothers are taking inspiration from celebrities and continuing to look stylish all through their pregnancies. Seven Women has captured this market and is looking to expand its reach with its new online offerings and loyalty program.

“With ICM Consulting, we were able to transition from a very basic website to a very sophisticated site and we knew that our customers’ expectations were high,” says Ingram. “We wanted to offer them all the features that they were going to expect with any fashion retailer. It had to work well, it had to be stable, it had to be scalable and it had to cater to customers across multiple touch points, mobile, smart TV, desktop and tablet screen states.”

About Seven Women Maternity

Seven Women Maternity provides fashionable high-end clothing to expectant mothers. This luxury boutique offers a selection of dresses, tops, designer jeans, skirts and other types of clothing from leading brands. The company aims to offer clothing options that cover all the bases for pregnant women and can be found online at

About ICM Consulting & Media

ICM Consulting & Media delivers internet marketing solutions that focus on the client’s bottom line. For more than 14 years, ICM Consulting has been a full-service digital marketing agency, offering website development, marketing strategy, social media solutions, search engine optimization, reputation management, email marketing and more to companies of all types and sizes. The company can be found online at

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Whitney Jefferson

Lawrence Farbman
ICM Consulting
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