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MULTICHANNELNEWS 09


KIDDICARE BOOSTS ONLINE SALES


K


iddicare recently revealed it has used marketing analytics software to realise 20%


growth in online sales over just a four-month period. Acquired by Morrisons last


February, the nursery retailer added IBM analytics software to its existing IBM e-commerce infrastructure to help broaden its business focus beyond new customer acquisition.


FITFLOP FOCUSES ON DIRECT E-COMMERCE


FitFlop recently announced it is working with e-commerce provider eCommera to enhance its international presence and drive sales growth. The provider will replace the existing e-commerce platform used by the footwear brand with 10 transactional websites covering the UK, European and US markets, with more expected to follow. It said it will develop, launch and manage these sites, as well as adding mobile optimised access for each site. FitFlop, which has been trading online since 2008, needed a scalable solution to accommodate its growth plans to expand internationally. The modular approach of eCommera will also afford the brand the flexibility to select particular functionality for certain markets as and when required.


The eCommera Commerce


Platform being deployed at FitFlop has integrated a number of third party products, including Demandware’s e-commerce platform, CyberSource’s fraud monitoring and geolocation data from Quova.


It mined the large volume of data it collects to analyse customer behaviour and personalise communications. With this business intelligence, it has identified new sources of revenue and deployed more effective marketing and communications strategies. After just four months, online


basket value analysis showed an increase of almost 50% in the number of items per order. In addition, data insights have also helped Kiddicare understand the value of new initiatives as it modernises its site, introducing more video and extending integration with social networking tools to drive conversion and higher value sales. Simon Harrow, technology officer at Kiddicare, stated: “The value of the data derived from IBM goes beyond our enterprise content management system; it


feeds into everything we do from kiosks, to web and email. This will continue as we venture into Android and iPad applications, newer kiosk development and a website re-design.” The retailer also recently signed up logistics provider Wincanton to re-fit its 200,000-square-foot distribution centre (DC) in Daventry, Northamptonshire and manage fulfilment, with the aim of receiving the first goods for a planned network of outlet stores (Wincanton wins Kiddicare contract, RetailTechnology.co.uk, 4 July 2012).


u Since Zmags opened its London- based office earlier this summer, notonthehighstreet. com among others, has chosen the digital catalogue software to enhance its customer engagement and online order value. Zmags hopes to capitalise on the fact that 40% of UK retailers plan to invest in e-commerce add-ons (IDC Retail Insights CIO Survey, April).


NEAL’S YARD EXTENDS SUPPLY CHAIN CONTRACT


Wincanton won its first three-year contract with the UK organic skincare products and herbal remedies retailer in 2008 and has since run its international multichannel operation from its 500,000-square-foot shared user distribution centre at Greenford, West London. Since then Neal’s Yard Remedies has seen a 20% increase in the number


of retail stores, a 25% increase in international franchisee stores and the launch of its home selling channel, NYR Organic @ Home in the UK and US. Wincanton manages warehouse and distribution on behalf of Neal’s Yard


Remedies to stores, retail outlets and homes across the UK, and to outlets all over the world including the US, Asia, Dubai, mainland Europe and Africa. Jon Hiatt, operations director at Neal’s Yard Remedies, said: “As a modern,


globally-focused enterprise, we need a supply chain provider that not only delivers logistics solutions, but who also understands the complex nature of multichannel operations and has the resource and experience to add real value to the relationship. “To support our growth plans we need the flexibility that Wincanton’s


supply chain solutions provide, coupled with the agility to be able to deal with the many and varied day to day challenges presented by a multichannel operation.”


u A global digital marketing data study, published by IgnitionOne, found, on its own, display drives 29% higher average order value (AOV) than other single channel campaigns like paid search or email. But, when combined with both paid and organic search, display drives 16% higher AOV when at the top of the path, converting users 43% faster than other multichannel paths.


JULY/AUGUST 2012 RETAIL TECHNOLGY


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