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MULTICHANNEL 13


E-COMMERCE MARKETING GROWS COTTON TRADERS PPC SUCCESS


U


K apparel retailer, Cotton Traders recently selected ChannelAdvisor to manage its pay per click (PPC)


programme with the ChannelAdvisor Paid Search solution. “With an extensive knowledge of the


industry and history of success with paid search, ChannelAdvisor was an obvious choice for us,” commented Nicola Travis, marketing information manager for Cotton Traders.


“It is reassuring to know that an expert team will be constantly monitoring our account, optimising performance, managing profi tability and identifying potential revenue-generating opportunities. We are


looking forward to working with the team to develop a more complete e-commerce strategy.” Cotton Traders was established in 1987 and since then has transformed into one of the most successful mail order companies in the UK. With 1000 staff and an annual turnover of more than £65 million, Cotton Traders has turned to ChannelAdvisor to create and implement an effective advertising strategy to increase online visibility and drive conversions to its website.


The deal will provide Cotton Traders with a dedicated team managing its search performance, conversions and buyer


MULTICHANNEL IT OVERHAULS ONLINE BUSINESS


Wiggly Wigglers, UK-based natural gardening goods retailer, has overhauled its business since adopting new multichannel management software almost two years ago. The Herefordshire-based company has been using Brightpearl’s software to run its online and catalogue business, which ensures all of its business information is integrated. Heather Gorringe, Wiggly Wigglers founder and managing


director, explained that the company outgrew its original Filemaker- based bespoke systems. “We found that, as we got busier, the problems of not having our back-end systems tied to our sales channels really impacted our ability to service our customers effectively,” she said. “We have been running Brightpearl since February 2010 to cope with our contacts, sales order processing and web orders through an import tool. It controls our stock and it sorts out our despatches. It is backed up daily and our data can be exported if and when needed. This ensures we never let our customers down, critical in today’s competitive online marketplace. The system has also saved us fi nancially – I haven’t had to hire two staff to control operations, which has enabled us to invest in innovation.” Gorringe added that the hosted delivery model offered additional


benefi ts. “I realised you could buy small business software on a pay-as- you-go basis,” she added. “We can use homeworkers or I can get all my business information while away. This is important as we’re striving to make our workforce more mobile and ultimately more effective.”


MARCH/APRIL 2012 RETAIL TECHNOLOGY


behaviour, ensuring marketing spend is attributed where it will deliver the best return on investment for any particular product. A ChannelAdvisor campaign manager will update Cotton Traders on the company’s account status every week with a written report and call along with quarterly strategic planning. The retailer will also have full visibility of its campaigns at all times through ChannelAdvisor’s web-based platform.


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