The Spring issue of Internet Retailer applauded new trends from some of Canada's leading retailers and highlights OrderDynamics client Laura Canada and their 2012 eCommerce launch. Since 1930 Laura has followed a simple model of providing superior customer service with motivated, driven sales associates and fashion consultants at its retail stores. Their eCommerce launch last year applied the same mentality and attention to detail in order to unify customer experiences and set a new standard for cross-channel shopping in Canada.
According to eMarketer,
online sales in Canada have consistently increasing by 14% year over year. By
2015, online sales will exceed $31 billion, an astounding benchmark compared to
only 10 short years ago. Laura Canada is embracing eCommerce, in part to capitalize
on the growing Canadian market, but also because they see online retailing as a
way to provide additional service to its long-time customers by supporting
their in-store experience.
“Though Laura Canada is well positioned for growth in the
coming years, their jump into eCommerce isn’t solely based around new customer
acquisition. The cornerstone of Laura Canada’s success has been centered on strong
service and customer oriented programs. They see their new online channel as an
integral way to support customers with even more multi-channel features, many
of which are set to be incorporated into their 2013 offerings,” says Michael
Turcsanyi, President of OrderDynamics, in this issue of Canadian Retailer.
The article walks readers through mission critical elements
of the Laura.ca launch and explains how the leading apparel retailer selected
its state of the art eCommerce platform. The article also details Laura’s effort
to integrate their eCommerce platform their warehouse, CRM, ERP, email
marketing, and loyalty systems to offer a best-in-class shopping experience and
transparency to their customers. Laura’s eCommerce implementation with
OrderDynamics also features a built-in integration with Canada Post, enabling
customers to have parcels delivered straight to any of Canada Post’s 6,500 post
offices across the country.
Sam Barnes, Director of eCommerce at Laura Canada, spoke about
entering eCommerce with OrderDynamics, saying “[Our] goal is to provide the
absolute best shopping experience for our customers across all sales channels.
The on-site experience, ongoing service and quality of fulfillment, are all key
to our eCommerce strategy. OrderDynamics
integration with Canada Post’s eCommerce services has proven to be a feature
that our customers are already making great use of. These integrations helped Laura immediately
achieve several short and long-term goals for our eCommerce channel.”
There is a growing urgency for retailers across Canada to unify
retail touch points and move toward creating an integrated omni-channel experience.
With the launch of Laura.ca, Laura Canada has done just that, while setting a
new cross-channel retailing standard in the process.
Read the article here.
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