06 MULTICHANNELNEWS
OFFICE SHOES GOES GLOBAL ONLINE
JOHN LEWIS PURSUES PERSONALISATION
J
ohn Lewis recently revealed it has partnered with RichRelevance to provide a personalised shopping experience online and via email
following a successful test of the software last November.
The retailer is using RichRelevance’s
personalisation engine to dynamically analyse shopping behaviour alongside data on relationships between products and product categories to offer every
johnlewis.com customer a personalised experience. It has also integrated personalised
UK High Street shoe retailer Offi ce has chosen to base its new multichannel platform on hybris business-to-consumer (B2C) Commerce software. Hybris will work with solutions
integrator, Portaltech, to implement the hybris Multichannel Suite which, as well as B2C Commerce, will deliver order management, web, mobile, and online product content management applications. The hybris B2C Commerce solution will be used to support improved multichannel functionality and consistency and online expansion overseas. Robin Worthington, Offi ce Shoes e-commerce director, said: “We spent a great deal of time and effort selecting the right partner to support our future growth plans, and were drawn to the hybris platform for its ability to manage complex product information, its rich multichannel functionality and fl exible front end. “We are looking forward to extending our unique brand experience and product offer to our UK and international customers through the new systems.”
recommendations into its email campaigns, driving a signifi cant increase in cross-sell activity from its order confi rmation emails. “We see
personalisation as an extension of quality customer service, by giving every shopper an experience that’s uniquely tailored
EU UNVEILS PRIVACY LAW UPDATE
The European Commission late January issued proposals to update the data protection laws in the European Union (EU). The main effect of the proposals would be to increase and harmonise the protection of personal data held by companies in the EU, but also to impose steep penalties for any breaches. They also give some new rights to citizens, such as the right to transfer data from one organisation to another (data portability) and have all data about them deleted, know as the “right to be forgotten”. The new laws will apply to all companies that have operations in the EU. “For harmonisation to happen, the privacy rules have to meet the sensitivities of the most conservative countries, in particular Germany, otherwise we will just end up where we are now, with a highly fragmented landscape and no legal certainty for companies operating in the EU,” said David Bradshaw, research manager for cloud services at IDC. “The main problem is that the new rules are far more robust than those that apply in many other EU countries, in particular the UK. These countries will bear the main cost of getting to a single market.”
RETAIL TECHNOLOGY JANUARY/FEBRUARY 2012
to their preferences,” said Sean O’Connor, head of online delivery and customer experience at John Lewis. “We chose RichRelevance as our personalisation partner because their technology provides our customers with increasingly relevant product recommendations, so that they’re able to fi nd related products they want to buy more easily. We’ve seen a substantial lift in sales and order volume.”
◆ Clarins Group is working with eCommera to roll out transactional e-commerce sites for both the Clarins brand and brands under the Clarins Fragrance Group – Thierry Mugler and Azzaro – across 16 countries and in multiple languages. Further mobile sites will also roll out globally through 2012 to provide an optimised customer experience across a variety of touchpoints.
◆ Brandbank recently
announced that it has worked successfully with Burton’s Biscuit Company to develop a single, central bank of consistent product images and information across the Burton’s range. Burton’s is now using that set of product images for multiple purposes – on retailer e-commerce sites and for instore promotions, advertising
campaigns and PR programmes.
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