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08 MULTICHANNELNEWS


O2 PRIORITISES INDEPENDENT LOCAL RETAIL


GARDEN DECO CULTIVATES ONLINE BUSINESS


Garden Deco, the online


garden nursery store, has generated increased sales revenues of 1,000% during the last two years.


The implementation of


Brightpearl’s cloud-based software for small businesses, integrating eBay and Magento into its business model, has also delivered a 300% return on investment. “We really used to struggle with managing data and manually transferring it between different systems,” commented Simon Andrews, Garden Deco managing director. “Brightpearl has become the glue that holds our business together. It means we know exactly what our stock levels are, so never sell something that isn’t in stock and always know what needs re-ordering and when.” He added that restructuring these processes has saved £800 per month on administrative costs.


O


2 recently opened up its 23


million-strong mobile customer network up to independent retailers and small businesses across the UK. The new Priority


Moments Local service is designed for small local businesses to drive footfall, build customer loyalty and boost profit by creating relevant, local offers and experiences that are immediately redeemable. Par ticipating


businesses must have a physical location and sell to consumers, but cannot be par t of a chain or franchise. O2 said it takes three minutes to create an offer. It can take 24 hours for the offer to be processed or approved before it goes live, or less if it is pre-approved. The business then manages and updates their offers themselves. Antonia Kadri, founder and owner of frozen yoghur t shop


u Award-winning online wine merchant, The Perfect Cellar has exclusively launched its first ever affiliate programme with performance marketing network Affiliate Window. The deal is designed to strengthen its online acquisition strategy, increase brand awareness in the UK market and build relationships with key online publishers including the voucher code, cashback, content and retargeting sectors.


Milkinit, located in Clapham, said: “The por tal was really easy to


use and I was impressed that I could do it all from my phone. We put up our offer and had a number of people take it up. “Priority Moments Local is


a great tool for us to get more people through the door, I’d use the service again and recommend it to other small businesses too.”


MAPLIN SIGNS UP TO TRANSFORMATION REVIEW


Electrical specialist Maplin has engaged an online marketing, e-commerce and retail consulting specialist to help transform its multichannel business. Summit will help Maplin define


and deliver a multichannel strategy for accelerated growth, reviewing its online business, digital marketing


RETAIL TECHNOLOGY JULY/AUGUST 2012


and underlying technology. Maplin aims to create a fully


integrated multichannel business, recently appointing Ryan Thomas from Comet as its first multichannel director. Thomas stated: “We selected Summit because of their excellent track record and experience of helping transform


retailers’ multichannel sales using online. We know they will have a positive impact our business.” The retailer also recently announced a deal with The Cloud to offer customers free instore Wi-Fi. (‘Maplin launches free Wi-Fi instore,’ p26 Retail Technology July/August 2012 Communications feature)


u UK parcel and carrier manager, Global Freight Solutions (GFS), has revealed a sharp increase in the number of retailers seeking advice about delivery standards. It said “very substantial” numbers of both small retailers and household brands had identified reliable consumer deliveries as an important element of their attempts to cash in on the e-commerce boom.


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