News
All change at Guy Collection
Slowing traffic and dwindling conversion rates at
GuyCollection.co.uk prompted Donna Baker, founder of childrenswear etailer Guy Collection, to investigate the root cause. After holding focus groups and gauging customer opinions through surveys, Baker discovered the URL was at fault. “As a new company, we rely so much on people visiting us who don’t know who we are before they click,” she explains, adding that when asked about the URL “all of those surveyed assumed we sold men’s clothes or gifts. Twenty percent of respondents thought that there may be a connection to porn, which had never crossed our mind!” Based on her findings, Baker took the
decision to change the company’s trading name to MyBoysWear in July to better reflect what visitors could expect from the site. In the first week of the new name
Client wins
Homewares and clothing retailer, The White Company, chose eDigitalResearch to gauge customer reaction to the company’s new-style catalogue. The redesign was a move away from the formula The White Company has been using for the past three years. In light of the research, The White Company decided to implement the new format for the Autumn edition.
Apparel cataloguer/retailer Cotton Traders is looking to boost ecommerce sales and has invested in an ecommerce platform from Venda to grow its online channel. The new site is part of Cotton Traders’ shift from being catalogue-led to becoming a more multichannel business.
Past Times has gone live with the multicarrier delivery management system from MetaPack.
Mail order bookseller BibliophileBooks is using Collect+ to enable customers to pick up parcels at convenience stores local to them. The parcels will be delivered by Yodel, with which Bibliophile has had an eight-year relationship.
Electrocomponents, an electronics and maintenance distributor, is using Responsys to boost the effectiveness of its email communications based on customers’ previous purchasing history.
being in effect, the company enjoyed its best ever sales week. “It’s still very early days,” says Baker, “but we are hopeful that changing to
MyBoysWear.com will have a positive impact for the company.” There have been other changes too. James Akin-Smith, founder of BeCheeky. com, joined the company as business partner to help develop MyBoysWear’s marketing strategy. As well as a new name, MyBoysWear
has a new website, but it has stopped mailing catalogues for the time being because it has struggled to target enough mothers of boys, “as opposed to general mums”, to justify a print catalogue. However, Baker, who says she is “a firm believer in multichannel marketing”, aims to reintroduce a catalogue as soon as the company has built a large enough database.
Apparel retailer/cataloguer Roman Originals is building on its online presence and has appointed ClickThrough Marketing to optimise its website and drive more traffic through natural search listings.
Party and leisure products supplier Smiffy’s selected K3 Retail’s retail system to manage its business.
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Catalogue e-business
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