Internet Retailer Magazine Juiced on Breville Ecommerce Success

Internet Retailer magazine picked up the recent press release about Breville, a specialty appliance multi-channel retailer and an Elastic Path customer. The gist of the piece is that Breville chose EP instead of hosted ecommerce solutions for reasons including: the speed to deployment, the ability to quickly execute marketing campaigns, the shopping personalization tools and the baked-in search engine optimization features.

The Australian-based Breville create some fantastic looking appliances and their website reflects the same polished aesthetic as their modern functional goods. They’ve utilized great suggestive marketing with related and recommended products.

Also nice to see Elastic Path checkout features like the on-the-fly recalculation for shipping charges and coupon codes in use as well.

Additionally, Breville very deliberately localizes international sites for each region depending on product taste as well as retailing environment. For some countries, shoppers are pointed to an authorized merchant to purchase. Breville’s USA version features a stylish shopping experience where the products are the highlight with multiple glossy pictures and clearly-rendered technical specs for each of the intriguing devices while “lifestyle tips” like cocktail and juice recipes, along with a conversational-style company history, round out the entertaining atmosphere.

Read the whole release at Internet Retailer and/or most of it below:

Breville Chooses Elastic Path Software over Hosted Ecommerce To Speed Execution

Luxury Home Appliance Retailer Increases Market Visibility and Customer Loyalty with Flexible Ecommerce Platform

VANCOUVER, British Columbia—January 14, 2006 – For Breville, a leader in innovative home appliances for sophisticated urbanites, having an ecommerce website that adapts rapidly and reinforces brand identity are critical. “We wanted to build a website that reflects our company’s commitment to style, innovation and design,” said Gerard Bernet-Millán, National Sales Manager, Gourmet Retailers at Breville. Using Elastic Path’s technology, Breville developed a premiere ecommerce site that provides the right atmosphere for its target audience while also delivering a versatile platform to meet the needs of its growing business.

“After reviewing alternate platform options, including Yahoo’s hosted offering, we determined that Elastic Path provided us the ability to have a hands-on approach for quick execution of marketing campaigns. Its marketing features such as saved customer shopping carts and stored purchase history will help us individualize product recommendations and cater to the unique tastes of each of our customers,” said Mr. Bernet-Millán. Elastic Path’s flexibility and low cost come from best practices learned by working with hundreds of online retailers, and by the use of open source components. Its search engine optimization is a particularly strong feature, and strengthens Breville’s visibility and search engine rankings. Breville plans to deploy additional services on Elastic Path, including automated product recommendations, best-practices for checkout, merchandising enhancements and advanced reporting capabilities utilizing Crystal Reports.

“Retailers are capitalizing on ecommerce technology to support overall marketing initiatives,” said Harry Chemko, CEO of Elastic Path Software. “With the dynamic retail market and increased sophistication of consumers and more specifically online shoppers, it is essential that retailers have the flexibility to conduct targeted campaigns that optimize opportunities to attract and convert customers effectively.”

Elastic Path released Elastic Path 5 this fall. This re-engineered platform delivers a powerful promotion rules engine, innovative search engine marketing functionality, faceted in-site search and navigation, and full web services capabilities to online retailers. The platform’s flexibility and significantly lower price point, as compared to competitors, help online retailers drive profit – not just revenue. Elastic Path 5 includes the AJAX-powered Elastic Path OnePage which provides a single-screen checkout process that can dramatically reduce cart abandonment and increase conversion rates.

Note: Also read the release at Ajax World “Breville Chooses AJAX Powered Elastic Path Software over Hosted Ecommerce to Speed Execution” Develops a Premiere Ecommerce Site That Delivers a Versatile Platform to Meet the Needs of Its Growing Business