08
MULTICHANNELNEWS
SCHUH STEPS
PUTTING STOCK IN
X UK
accommodation
UP TO EMAIL
WORLDWIDE WAREHOUSING
website,
LateRooms.com
MARKETING
has implemented
O
f� ce products e-commerce
Tealeaf CX
and distribution supplier, solutions to
Corporate Express has
improve the
improved supply chain visibility
online customer
experience for its
and warehouse management
website visitors.
processes with an enterprise-
By capturing
wide implementation of advanced and recording
Schuh, the UK multichannel shoe warehouse replenishment software.
user sessions,
retailer has invested in email Corporate Express Europe, like its
Tealeaf is enabling
LateRooms to
marketing software to manage parent company, expanded its presence transferred to suppliers. By ensuring
identify and assess
relations through its e-commerce with a multitude of acquisitions, which that the right product is delivered
the actual business
outlets, schuhstore.co.uk, shoe-shop. resulted in fragmented business to the right place at the right time, impact of website
com, vivaladiva.co.uk and eBay. systems as each acquired company Corporate Express Europe is driving
issues and use
In order to grow its contact maintained its own enterprise resource topline growth and bottom-line savings.
this information
to prioritise
database and expedite the email planning (ERP) system and warehouse Jan van Noord, Corporate Express
error resolution,
campaign process, Schuh � rst management systems. Europe Logistics project manager
streamline the
outsourced email marketing to an In order to optimise supply chain said that, six months after AWR user experience
email service provider � ve years ago. planning and business performance, was implemented, the company’s
and increase
Last year, the retailer looked for Corporate Express Europe sought warehouse in France realised a 14%
revenue.
another supplier who could provide technology that would enable it to reduction in stock levels. There was also
them with a more robust system improve global supply chain visibility a 25% reduction in back-order lines due
offering them the potential to and agility by taking a synchronised, to better product availability. In addition,
undertake SMS mobile campaigns. cross-functional and strategic approach. availability has increased at its UK-based
And its decision to work with To help streamline its supply chain warehouses.
supplier Emailvision gave them management processes, Corporate “With AWR, our buyers have more
this functionality with Campaign Express Europe turned to JDA time to carry out analysis and manage
Commander and gave them a user- Software’s Advanced Warehouse supplier relations more effectively,” Van
friendly and intuitive system. Replenishment (AWR) solution. It Noord added. “It’s now a lot easier to
Schuh direct marketing (DM) provides accurate visibility into the check the number of products for any
coordinator, Carol McWhirter said: warehouse, helping buyers create particular country, and, when required,
“We got a great deal from the accurate forecasted demand and order move stock from one warehouse to
Campaign Commander training projections, as well as stable order another for improved availability across
session and were able to use the patterns. Europe.
platform straight away. Compared to AWR provides purchasing “We are very pleased with the
X Research
many other we looked at, it was so requirements for more stock by feeding results to date, and are looking forward
conducted by
easy to use and the majority of it is a rich mix of data into Corporate to fully optimising our business processes
UK-based email
quite self explanatory.” Express’ ERP platform, which is then with the continued support of AWR.”
service provider,
Emailcenter has
Schuh now send a weekly
found seven out
promotional newsletter email to their
of 10 consumers
database of approximately 300,000. MYTIGHTS.COM
wish to stop
Their central marketing team work on
RECOMMENDATIONS BOOST SALES
receiving irrelevant
multichannel promotional campaigns
email marketing
messages.
across their retail stores and online Leading online hosiery retailer mytights.com, was the � rst to adopt a
Relevant offers
channels. new recommendation technology from Peerius, which has enabled it to
and promotions
Utilising the campaign automatically generate and serve recommended products on the product
were identi� ed
reporting functionality in Campaign and basket page that visitors would be most interested in seeing and buying.
as the key factors
Commander, the DM team have Now the recommendation technology is proving its worth, with over 26%
in encouraging
consumers to
been able to combine detailed of all orders containing additional products that were recommended through
engage with an
campaign response rates with the Peerius recommendation engine. That translated to a 16% increase in
email message,
website analytics from the internet revenue and an 18% increase in the number of products sold.
but consumers felt
and sales teams to analyse and At the same time, results have steadily improved month-on-month
that three out of
target their multichannel promotional as the technology learns and adapts to how visitors respond to product
every four emails
in their inbox were
campaigns effectively. recommendations whilst they are shopping.
not of interest to
them.
RETAIL TECHNOLOGY APRIL/MAY 2009
005-013 News.indd 8 6/5/09 9:39:49 am
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