12
MULTICHANNEL
E-TAILERS MUST IMPROVE DELIVERY OPTIONS
T
he majority of online retailers have these costs often being displayed only during understand, while key information on cut-off
yet to embrace the need for varying the fi nal stages of the online experience. times for next day deliveries was frequently
delivery options that can improve In addition, terms and conditions relating hidden in the detail or completely missing
their customer proposition, with only 9.7% of to delivery were often found to be diffi cult to from the websites.
online retailers offering morning or afternoon “The class leading companies will be
delivery options and just 6.9% offering those who can grow organically and attract
evening deliveries. new sales, as well as protecting existing
This was the one of the conclusions of a sales by grasping the opportunity revealed
new Delivery Options survey carried out by in this survey and offering wider consumer
outsourcing multichannel logistics specialist, choice,” comments Geoff Taylor, director
iForce. of client services at iForce. “The standard
The research, conducted by analysing seems to be set by online grocery retailers
the websites of over 70 top online retailers, whose customers enjoy excellent delivery
also found a wide variance in the clarity of time window options including evening
delivery costs on retailers’ websites, with deliveries.”
SIX IN TEN CUSTOMERS LOST ACROSS SALES CHANNELS
Retailers are facing major attitudinal vast majority (69%) claimed they would visit to convert seemingly negative customer
challenges in sustaining customer loyalty other brand’s websites to compare prices experiences into sales. More than eight in
between channels, according to the 2010 on the same product. ten (81%) consumers claim that, if given the
Multichannel Retail Report from e- Over half (53%) said they would option, they would be likely or very likely to
commerce provider, GSI Commerce, which enter the product’s details into a price order an out-of-stock item online while still
polled the views of a representative sample comparison engine and 41% said they in the store.
of 2,043 British consumers with research would simply type the product details into The data also indicated that there is a
specialist, Maximiles. a search engine and review the results. major potential for multichannel retailers
The report revealed that retailers Crucially, just four in ten (40%) consumers to optimise and make savings in returns
face a serious risk of customer churn in claim they would simply visit the website of management. When consumers were asked
attempting to sell between channels. When the retailer whose shop they had originally what single biggest issue would put them off
consumers were asked what their typical visited. from making a repeat purchase online, 76%
online response would be to fi nding that an The data also revealed a defi nite of consumers cited an expensive or lengthy
item was out-of-stock on the high street, the opportunity for multichannel retailers online returns or refund procedure.
SPEEDO INTEGRATES E-COMMERCE CONTENT
Speedo, the world’s leading swimwear brand in the CMS to the visual themes that are Website updates can be made in real
is getting a makeover of its global website available for editing work or for a product. time, thus allowing Speedo to promptly
using FirstSpirit content management system The integrated preview function in FirstSpirit announce the latest feats of its athletes,
(CMS). shows exactly how selected graphic data especially when a world championship or
Using its capacity to integrate with IBM is going to look on the fi nal page that is other major swimming events is taking place.
WebSphere Commerce, FirstSpirit CMS generated. “We have one of the most sophisticated
allows Speedo to distribute the massive And, through the integration of the CMS web presences in the industry and FirstSpirit
volumes of content elements on its website in IBM WebSphere Commerce, the online is an indispensable technical foundation
to its sales markets while automating it for shop can also be easily maintained from for keeping the site running smoothly. Our
its online shop. The CMS allows content the FirstSpirit interface. The setup of the editors can make updates very easily and the
to be published for each specifi c country new website required very little technical system as a whole is fl exible and simple to
while also maintaining a consistent look and support. After receiving training in template set up and use,” said Dan Mahoney, technical
feel. development and design support from e- project manager for Speedo. “We will use
By combining FirstSpirit with the Speedo Spirit, the IT team in Speedo was able to set FirstSpirit for additional requirements as
graphics and image database based on up the e-commerce site 100% in-house in we grow and continue developing our e-
Adobe Scene7, all editors have direct access just three months. commerce features in the future.”
RETAIL TECHNOLOGY JANUARY/FEBRUARY 2010
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40