Henry’s Attributes 80% Increase in Online Sales After Migrating to OrderDynamics Platform

Integrated Solutions for Retailers is a monthly magazine featuring case studies, technology trends and outlook, and coverage of events and product releases, all pertaining to multi-channel retail operations. The focus of the magazine is to help retailers grow by utilizing leading solutions and learning from best practices and winning strategies shared by other successful retailers.

The November issue of Integrated Solutions for Retailers includes a feature on OrderDynamics client, Henry’s Camera, entitled How To Drastically Increase E-Commerce Sales. The article documents Sen Kanthaswamy, eCommerce and eMarketing Manager at Henry’s Camera, as he discusses the challenges faced with operating Henrys.com on an in-house built platform, and how customer needs quickly out-grew the limitations of their internal capabilities. Kanthaswamy retells how an unreliable checkout process, minimal payment options and no post-purchase notifications lead to customer dissatisfaction and a lack of conversions on Henrys.com.

Choosing to re-platform with eCommerce platform provider, OrderDynamics, instead of refreshing their existing website proved to be the most efficient and cost-effective strategy for Henry’s Camera, as OrderDynamics’ integrations with other third-party payment and fulfillment firms helped minimize the need for maintenance and a large IT staff in-house. Henry’s Camera has also been able to utilize the multi-site capabilities of the OrderDynamics eCommerce SaaS Platform to launch four additional sites, leading to an 80% increase in sales last year – a feat that would never have been possible with their original eCommerce site.

Kanthaswamy asserts that the primary success point of Henrys.com, and Henry’s Camera’s additional sites, is the stability provided by a platform provider.

Read more about Henry’s Camera’s growth since re-platforming here.

(Note: Membership is required to read the entire article, but registering with ISR is free.)

OrderDynamics Monthly Google Updates Report - October 2012

During September, many businesses saw great fluctuation in their SERP rank. Several changes and updates to the Google Platforms and algorithms explain why, and how they can be used to improve business practices

Google Search
The Panda algorithm underwent three changes in September, the first taking place September 18. Google tweeted that a Panda refresh was rolling out on September 18, and that less than 0.7% of search queries would be affected.

A much greater change was Panda’s 20th algorithm update on September 28, which Google reported affected 2.4% of search queries. The next day, Google performed what is now being called the EMD Update, targeted at exact-match domain searches. Previously, a website would automatically rank higher if the domain name matched the search query; however Google noted that many exact-match results were not necessarily of very good quality. The algorithm change, which Google asserts is not related to Panda or Penguin as they are actually algorithm filters – not algorithms themselves -  is aimed at better differentiating exact-match domain search results based on the quality of the website. Matt Cutts of Google tweeted that the EMD Update would impact 0.6% of searches, but given the proximity of the Panda and EMD Updates, many are struggling to understand which of the two has actually affected their site.

On the Google Search blog, Google announced the merger of search trend tools Google Insights for Search and Google Trends into the New Google Trends. The merger was aimed at consolidating the two tools as the data rendered for both is based on search behaviour. Google reported that the featured charts and tools are now based on HTML5, so that they can be loaded on mobile devices.

Google Analytics
On September 18, Google announced on the Official Google Analytics blog the addition of more than 40 metrics to the Google Analytics Core Reporting API. The new API allows Analytics users to track the following:

• Social data – on- and off-page social media interaction and conversions
• Mobile data – interaction and conversion based on device brand, model and input type
• Geographic data – provides data on the general demographic area traffic has come from
• Page Path Rollups – allows users to create custom reports to track interaction and conversions from specific sections within a website
• App & Exception Tracking – allows tracking of mobile app views, usage and exceptions
• User Timings – data on user timing can now be reported in a variety of new ways

The Google Analytics Blog also reported new versions of the Mobile App Software Development Kits (SDKs) for Mobile App Analytics on September 27, coinciding with the Panda Update.  The SDK updates cater to the new iOS6 software to support app analytics on updated Apple devices to enable reports on social interaction within mobile apps, and fix a CoreData issue to enhance compatibility with multi-thread environments.  For Android SDKs, the update is also a fix for previous issues with running Google Play reports on devices operating on Honeycomb or later.

Google AdWords
The Google AdWords platform experienced several changes in September involving better targeting and refinement of AdWords campaigns. On September 5, AdWords Scripts became available globally. The Scripts can now be automated, and enable users to run more complex scripts by increasing execution time to 30 minutes and expanding the entity limit to 100k. In addition, real-time data can now be used to update numeric values without having to edit the copy featured in ads.

A day later, Google also implemented Age and Gender targeting in 39 different countries after having the feature sit in beta for a year. Tools to further refine ad targeting were implemented on September 13, allowing cost per acquisition bidding. CPA bidding involves AdWords utilizing past ad conversion data to strategically place CPC ads when they are most likely to lead to a conversion, and is automated based on a CPA budget. Google asserts that this method lowers CPA, and that results from testing showed no less than a 20% decrease in CPA. Another change to enhance cost-effectiveness and efficiency of AdWords campaigns was announced on September 17 with Shared Budgets. While users were previously required to set individual daily budgets for each campaign they run in AdWords, Shared Budgets now allows users to set one overall daily budget, that is automatically adjusted across several campaigns to where it is needed most on any given day.

Google also announced in September changes to Google Shopping that include templates to simplify creating Product Listing Ads, and released the Google Display Network Playbook for Performance Marketers which outlines key features in the setup of AdWords campaigns.

Canada Post E-commerce Innovation Awards Recap

On Tuesday October 16th Canada Post hosted the first ever E-commerce Innovation Awards in Toronto at the Fairmont Royal York hotel. The Awards show, which had been building significant buzz and anticipation over the last few months, was greeted with heavy enthusiasm from retailers, solution vendors, and industry professionals alike. 

Michael Benadiba, CEO of OrderDynamics, and Michael Turcsanyi, President of OrderDynamics

The ceremony got off to a great start as host James Duthie (of TSN fame) walked the audience through his (hilarious) attempts to impress his local Canada Post delivery agent with elaborate and obscure purchases. Duthie’s monologue and ongoing commentary helped keep the event fun and dynamic.

Canada Post eCommerce Awards Host, James Duthie

Shortly after the Awards ceremony began, Canada Post’s CEO and President Deepak Chopra addressed the audience and spoke to the growth of eCommerce in Canada, as well as emerging trends and opportunities that are developing among online shoppers (including this nugget: More than 50% of online purchases that are picked up in-store are done on weekends or on weekdays after 5pm).

Canada Post CEO and President Deepak Chopra

Mr. Chopra’s opening remarks also highlighted Canada Post’s ability to reinvent its business to meet changing times, particularly with its newer eCommerce and web services. His message, and Canada Post’s evolution in general, mirrors what retail and eCommerce industries are having to do in order to meet the needs of modern consumers.

(left to right) Michael Turcsanyi, Deepak Chopra, Michael Benadiba

Before recapping the award winners, we feel the need to highlight several key things. First, each envelope containing the winning retailer for its category was “delivered” by a Canada Post delivery agent in a small parcel package. Each delivery saw an agent walk through the audience and up to the stage to the Award presenter. It was a truly special and appropriate moment during the ceremony.

The second highlight – warning: this might serve as a small spoiler – Paige Malling, SVP of Marketing and Merchandising at Well.ca, accepted the Award for Best Online Retailer of the Year (on behalf of Well.ca), and had a terrific comment we felt was worth sharing. She noted that a young and rapidly emerging industry like eCommerce continually focuses on where businesses need to get to and future milestones. She followed this remark by adding that Canadian retailers (and solution providers, to a lesser extent) should take a moment to appreciate what they have already accomplished. Paige’s observation is an excellent example of this industry’s focus on improvement, but as we saw from last night, there are some amazing examples of innovation already happening across our industry.

Well.ca's Paige Malling accepting the Best Online Retailer Award

Without further delay, here are last night’s Canada Post E-commerce Innovation Award nominees and winners:

Best Multi-Channel Retailer of the Year

• Mountain Equipment Co-op (large)
• Rent frock Repeat (small)

Best Online Retailer of the Year

• Well.ca (large)
• Charm Junction (small)

Best New E-Business

• ShirtPunch 

Favourite E-commerce Retailer

• ShirtPunch

Outside of the Box Award

• Well.ca

(left to right) Award winners: ShirtPunch, Well.ca, Rent frock Repeat, Mountain Equipment Co-op

Congratulations to the nominees and winners last night. We also feel the need to send an extra special congrats to ShirtPunch. The passionate acceptance speeches from Founder Russ Montague stood out as a reminder of what this industry is all about: passion, drive, and innovation.

(left to right) OrderDynamics team: Kevin Butler, Jules Sukhabut, Michael Benadiba, Tammy Nyman

Finally, a special thank you goes out to Canada Post for hosting a terrific event last night. OrderDynamics is very proud of have been a sponsor at the inaugural Canada Post E-commerce Innovation Awards. We believe it’s so important to recognize the talent and innovation happening across the Canadian retail landscape. Last night’s Awards show reminded us how large of a void there was in recognizing outstanding Canadian accomplishments. We're already looking forward to the 2013 Canada Post E-commerce Innovation Awards!

Laura Canada Launches its First eCommerce Site on OrderDynamics

OrderDynamics would like to congratulate Laura Canada on the launch of their first eCommerce site on the OrderDynamics On-Demand Commerce Platform.

Laura Canada is a popular women’s apparel chain established in 1930, currently operating more than 170 retail outlets across Canada. The launch includes eCommerce sites for each of Laura Canada’s four brands – Laura, Laura Petite, Laura Plus, and Laura Petite Plus, backing their passion for providing modern workwear, eveningwear, casual separates, outerwear and accessories for women of all builds.

 The sites provide a unique online shopping experience with its ‘Shop the Look’ feature, allowing shoppers to add an entire outfit to their cart in one step.

Shop the Look on Laura.ca

Product pages also mirror the in-store experience Laura has become known for, offering detailed product descriptions that include style recommendations, Fabric Information, Care Instructions, Check In-Store Inventory and You May Also Like.

In-store Inventory Search on Laura.ca

The new eCommerce sites are equipped with core functionalities and integrations featured on the OrderDynamics SaaS Platform and the H.I.V.E. Ecosystem, including Inventory Management, Product Pricing, Order Fulfillment, Customer Relationship Management which supports Laura’s Privilege Card Loyalty Program, and Ship to Post Office.

Ship to Nearest Canada Post Outlet on Laura.ca

Apply Privilege Card Discount

“This will enable a more engaging online experience as well as streamlined operations,” says Sam Barnes, Director of eCommerce at Laura Canada. “We expect to be constantly optimizing our user experience with OrderDynamics personalization, merchandising and promotional capabilities.”

Michael Turcsanyi, President of OrderDynamics Corporation, is also very pleased with Laura Canada’s launch. “Laura is a household name in Canada, and we are excited to partner with them as they grow their business. We are confident that the new eCommerce sites are the next step in helping Laura gain a competitive edge and create great shopping experiences for customers,” says Turcsanyi.

Read more on Laura.ca's launch: 

• Laura Canada's official Canada Newswire press release
• OrderDynamics Laura Canada case study.

The Brave New World of Retail by OrderDynamics on Dx3 Digest

The Dx3 Digest – a blog hosted by Canada’s biggest Digital and Retail Trade Show, Dx3 – focuses on all things pertaining to digital retailing, advertising and marketing in Canada. On October 5, they published an article by Kevin Butler, Senior Marketing Manager at OrderDynamics entitled The Brave New World of Retail.

The article discusses the changing retail climate and how the digital world - including social media, mobile apps, and the internet, along with a shaky economy have catalyzed the power shift from the retailer to the consumer. In the toughest selling environment ever, retailers need to manage and meet customer expectations, and understand how leveraging modern technology allows them to do so.

Butler describes how Kitchen Stuff Plus – a Canadian multichannel retailer and OrderDynamics client - has catered to the tech-savvy customer by aligning their online and offline strategies to minimize competition and lost sales, upsell, and ensure a great shopping experience.  

Read the full article on the Dx3 Digest.

Video Interview with OrderDynamics CEO Michael Benadiba

As we mentioned in our 2012 Shop.org recap and highlights blog, the big theme from the conference centered around omni-channel retailing and how to create best in class experiences across all consumer-facing touch points.

While at Shop.org, OrderDynamics CEO Michael Benadiba was interviewed by Retail TouchPoints about today's retail landscape and how retailers can successfully implement sophisticated connected commerce strategies. Mr. Benadiba also weighed in on mobile commerce trends and next generation fulfillment solutions, as well as what other retailers can learn from leading merchants like Moosejaw.com and Nordstrom.

Check out the video below:

Retail West 2012 - Recap of the Show!

As Diane Brisebois, the Retail Council of Canada’s CEO and President, thanked everyone for attending the inaugural Retail West conference last week, it was apparent just how tightly knit the Canadian retail community is.  (It was also apparent how many retailers are thinking about long term growth and how online sales factor into that!)  The 2012 edition of Retail West doubled as a fantastic one-day event, jam-packed with great information and insight from leading Canadian multi-channel retailers, as well as a retail industry reunion. As Kevin Graff accurately tweeted, “You would never know this was the first year for [Retail West]”. 

OrderDynamics would like to thank everyone who stopped by our booth and took the time to introduce themselves, as well as the Retail Council of Canada for hosting a great conference.

For as much as a conference like Shop.org was about reinventing retail, Retail West was more about retailers focusing on how to deliver a quality shopping experience.  Specifically, the focus was on building a strong infrastructure from the start, and as mentioned above, how to significantly grow sales across multiple channels.  While an evolving retail business and building a strong retail foundation are two very different priorities, it speaks to the fact that Canadian retailers are focused on getting to that next step (but taking a much different route to get there).  Many Canadian retailers don’t want to back-fill their retail systems after achieving growth as they believe it's much more difficult than “building first and selling later”.  Keynote Speaker Brian Hill, CEO of Aritzia, spoke to the difficulties in completing the former philosophy, and that seemed to resonate strongly with the Retail West audience.

Speaking of Brian Hill, his presentation was a well received and refreshingly honest summary of Aritizia’s growth since opening its doors in 1984.  Hill shed light on Aritzia’s expansion into the United States and the difficulty they had trying to “explain” their brand to US consumers.  This summary set the stage for Hill and Aritzia’s venture into eCommerce.  In many ways, Hill noted the similarities between the two ventures.  He spoke at length about the preparation his company has taken to launch their new eCommerce site next month, including revamping their warehouse management system and hiring a whole new team to manage the site/channel.  One interesting comment that stuck out to us during his presentation was the emphasis Hill and his team placed on site design.  He added “Aritzia didn’t want to build multiple sites, including a mobile site, when we could build one great site that rendered well on all devices.”

 

Another highlight of the conference was a track session called “The Connected Store”, which featured OrderDynamics client Tony Holbrook from JYSK.  The session focused on how retailers can align their sales channels and ways to stay relevant with consumers and changing shopping habits.  Emerging technologies and trends were also discussed, and the panelists each shared some of the strategies that they employ to deliver improved experiences (including sourcing social media ideas from part-time employees that are still teenagers).  Mr. Holbrook also spoke to the importance of order management and why rapid fulfillment is a critical factor in ongoing eCommerce growth, especially in Canada.

One last note about the 2012 Retail West conference: Kevin Graff, President of Graff Retail, delivered one of the best and most interactive presentations we’ve seen in a long time.  The presentation focused on how retailers of any size can improve in-store sales by focusing on goals, ongoing sales targets, and the need to constantly talk about them.  The tips and fundamentals Graff touched on obviously struck a chord with the conference audience.   Many of the tips Graff provided could and should also be used for employees and teams responsible for online channels. 

As we close the book on OrderDynamics' final conference of 2012, we'd like to extend a huge thank you to the RCC and everyone we met at Retail West.  We will be reaching out to all interested parties in the coming few weeks.  You may also contact us directly: solutions@orderdynamics.com.

In the meantime, we invite you to visit our website at www.orderdynamics.com to learn more about our On-Demand Commerce Platform.

Sincerely,

The OrderDynamics Team

1 (866) 559-8123