Retail Systems writes about Upgrading Infrastructure for Retail Success

Another great article about Elastic Path customer ElectricShopping came out today (November 28th, 2006).

This one by Steve Rowen for Retail Systems Alert/Top of The Net entitled provides a narrative history of the challenges faced by a pureplay retailer while growing a successful online store.

Specifically, the article discusses the efficiencies created by improving the order fulfillment process which, in turn, builds customer brand loyalty. The full article “Electricshopping.com Upgrades E-commerce Infrastructure” requires a subscription and password but, … here are a few snippets beginning with the set-up:

After overcoming several challenges with their e-commerce platform, a growing London-based internet retailer is on the path to success.

Electricshopping.com is an internet retailer selling home appliances and merchandise. Since its debut in 2001, the company has built its business by offering low prices and free shipping on all of its electric merchandise to UK-based customers.

Next, the problem:

As is so common within e-commerce, problems including lack of efficiency in the order fulfillment process and inadequate back-office controls were impeding progress to meet customer demand. The company was clearly in need of moving towards a more advanced e-commerce infrastructure.

and a Solution:

To achieve this goal, Electricshopping.com selected Elastic Path Software’s ecommerce platform, which has already proven itself a valuable purchase. {snip}

One of the most significant improvements has been in processing orders: Electricshopping.com now effectively processes 200-300 orders per day, as opposed to its previous 100 daily orders. In addition, order errors have been reduced by 150 percent, while there has been a 10 percent increase in average order size. At the same time, Electricshopping.com has gained the opportunity to track, segment and reward repeat customers.

and finally, a word from RSAG research manager Michelle Pagliarulo.

“Electricshopping.com is competing in an incredibly competitive space, and whenever you’re operating a low-cost model - regardless of the channel - putting infrastructure in place that will get product into your customers’ homes more reliably, timely, and accurately, that’s just a good solid investment in your business’ brand promise.”

Big props also go to Leftfield Digital, a System Integrator who implemented Elastic Path for ElectricShopping. Cheers and congrats to all the Leftfielder’s and Electrics across the pond!