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08 MULTICHANNELNEWS


WAITROSE DEBUTS WEB SELF-SERVICE Waitrose recently selected eGain Cloud as its


multichannel customer experience platform to act as a hub for its digital customer engagement. The product will enable the grocer to provide online


customers with productive and brand aligned self-service experiences, while offering context-aware escalations to agents when assisted channels are added in the future. In the first deployment phase Waitrose has implemented web self-service, which is designed to enable easy-to-use, contextual, online help for shoppers that delivers the right answer the first time of asking. Andrew Newton, Waitrose multichannel development


manager, said: “Our customers expect unparalleled customer service and we are pleased that eGain Cloud will build on that reputation. We looked for an intelligent,


easy to use self-service solution that would improve the customer service experience on Waitrose.com. [The] eGain Cloud offers improved navigation and answering and we will work with them to find more opportunities to enhance our shopper experience in the future.” It will also use the new system to improve overall customer service efficiency, as only the most complex of queries will need to be escalated to telephone contact centre agents.


Newton added: “The eGain solution will also enable


us to publish new customer help information quickly and easily. We feel this is essential for fast-moving industries like retail. In addition, the analytics tool will be a great support as we strive to continually improve our customer engagement processes.”


JAEGER REVAMPS ONLINE BEFORE XMAS J


aeger launched a new online offering at the end of November to drive multichannel and international growth. The relaunch is a result of a


five-year contract between the contemporary British fashion and lifestyle brand and retail systems integrator eCommera to revamp its mobile and e-commerce channels using a scalable and flexible technology platform. Specialist retail practice consultancy will complement the retailer’s use eCommera’s e-commerce trading platform, mobile app and browser, which includes ‘best-of-breed’ third party products, including Datacash and Demandware. It will also use eCommera’s online data analytics tool, Intelligent Trader, to optimise trading and take a holistic view of the brand’s data, providing it with insight to inform decision making that can help optimise profitability and growth. Stewart Binnie, Jaeger chief


executive, stated: “The new online site provides us with a springboard for growth and international expansion. We have been impressed by eCommera’s ability to further our business and investment plans, to help us capitalise on Christmas 2012’s trading opportunities and to assist us to exploit overseas markets in 2013 and beyond.”


The new online store has replaced Jaeger’s previous e-commerce system in the UK, US and European markets. And there are plans to develop further international transactional sites in 2013.


OCADO AUTOMATES NON-FOOD PICKING


An automated warehouse system will provide storage, handling and picking of non-food items for Ocado at its new Welwyn Garden City distribution centre (DC). The online retailer is deploying


integrated logistics specialist Swisslog’s modular AutoStore system to


integrate with its existing systems and optimise usage of available space in response to increased demand for its non-food items and household goods. The AutoStore is being installed at a new site close to Ocado’s existing 23-acre Hatfield DC and will comprise of 31 robots, four ergonomic pick stations and two decant stations (pictured), which will optimise efficiency, space and throughput and also allow all pickers access to every stock-keeping unit [SKU] at each pick station. James Matthews,Ocado non-food director, said: “We are very excited about the opportunities presented by Swisslog’s AutoStore. An operation of this size presents many complex requirements. From the outset we were looking to work with a supplier that had the skills and resources to effectively design and manage the whole process to present a solution that would facilitate further expansion. Swisslog and AutoStore ticked all the boxes.” The installation will be fully operational by early 2013.


RETAIL TECHNOLOGY NOVEMBER/DECEMBER 2012


u Cotton Traders has launched a targeted behavioural email campaign aimed at improving conversion by targeting users abandoning an online purchase. The multichannel retailer will use services from RedEye for tracking, collecting and processing online and email data, as well as email template creation, campaign


implementation and programme reporting and analysis.


u Halfords has appointed Fredhopper to drive customer satisfaction and improve its onsite search function. The cycling and motoring accessories retailer will use the e-commerce technology provider’s


advanced search, navigation and merchandising software to help customers quickly find what they are looking for by refining its expansive catalogue into coherent categories and preferences across its desktop and mobile sites.


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