the opportunity to always be in touch with their customers about new lines, designs and promotions. This more personalised approach, through the use of mobile, is important to keep customers coming back for more. On average, repeat customers spend 67% more than new customers and are less sensitive about price. They also seem to be more willing to try additional products.
Bricks and mortar retailers are being forced to rethink their sales strategies, as a vast number of consumers are browsing for products in‐store while making purchases online, via mobile, known as showrooming. Using the data collected from a mobile app and personalised content, fashion retailers can also push relevant offers to customers. These messages should be aimed at driving a store visit, improving the sale and providing relevant information about the brand.
3. The company has had a very successful 12 months, what has been your proudest moment?
It has been quite a year for eCommera and the founders myself and Michael Ross. Not only were we named by Deloitte in the Fast 50 technology companies, we also scooped the much coveted “Multi‐channel retailer of the year” trophy, for our work with House of Fraser, at the Retail Systems Awards.
For the last three years we have been working with the London Organising Committee of the Olympic Games (LOCOG) to develop and manage their online merchandise store. All this work came to fruition in 2012, as LOCOG capitalised on the summer Olympic and Paralympic games selling over nine hundred products across twenty five categories to international enthusiasts and collectors.
4. How have your clients seen a positive response in‐store from working with yourselves?
Sales through the internet and mobile devices currently accounts for around 10 per cent of House of Fraser’s turnover, but it is predicted that this will grow to over 20 per cent within a few years. This is not about a shift in focus, such as fewer physical stores, but rather about bringing its existing and new channels to market more closely, to provide a joined‐up experience for its customers. Andy Harding, Head of eCommerce at House of Fraser, says, “We differentiate on service and have to continue to enhance our proposition, so that we can carry on
Q&A eCommera Ltd
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Retailers will be able to connect customers with the products they are looking to buy and provide them with an exceptional customer experience at all stages of their shopping journey
improving customer satisfaction. It is our goal to treat each customer like a VIP and that requires the personalisation that multi‐ channel retail can offer.”
5. What does the future hold for eCommera?
Throughout 2013 and beyond, we will be positioning the company as the experts in decision intelligent commerce which is based on years of retail and eCommerce coupled with GapScience, our proprietary in house technology which enables retailers and brands to make sense of their operational data and in turn trade more effectively and efficiently. We will continue to enable retailers to maximise their multi‐channel offering by exploiting new markets and ensuring online and mobile supports their traditional bricks and mortar operations.
Contact:
eCommera Ltd T: 0207 291 5800 W:
www.ecommera.com
www.a1retailmagazine.com
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