Benetton’s New Website Merges Commerce and Content

The ecommerce experience boasts interactive, personalized features

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Fashion brand United Colors of Benetton recently rolled out its latest ecommerce experience in the U.S.

Dubbed Benetton’s Blend Different ecommerce platform, the site mixes colorful and interactive sections with editorial content and commerce to engage younger audiences. The brand worked with advertising agency R/GA London to revamp the online experience.

“From broadening Benetton’s focus on genderless shopping, to infusing editorial and interactive features that celebrate diversity, experimentation and inclusion, we have created a uniquely distinctive set of signature brand moments that gave color a true brand expression,” said Ilia Uvarov, executive creative director at R/GA London, in a statement.

Modular and dynamic 

Like shopping by color, the new platform encourages customers to experiment with new garments and color combinations with activities that seem like games, which Benetton said makes it a playful, unique and personalized experience. 


Benetton uses Google Analytics 360 and other platforms to collect data based on user navigation and interaction to...



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