High-fashion footwear designer Chinese Laundry today reported impressive results from two key sales channels where it is experiencing the most growth: ecommerce and mcommerce. Since integrating the software that powers both web and mobile version of Chineselaundry.com with the Celerant Command Retail management platform installed at its brick-and-mortar boutiques, the brand has experienced a 31% increase in electronic conversions, 54% increase in mobile commerce sales, 50% more productive search pages, and 18% boost to page load times.
The implementation of ecommerce from Celerant Technology began in 2013 after Chinese Laundry decided that full integration between all of its retail channels was the best way to gain control of merchandising changes and inventory levels. “In today’s omnichannel environment, batch integration with store inventory is insufficient to meet the demands of customers who will not accept sellouts or slow shipping times,” said Scott Cohn, VP of Ecommerce at Chinese Laundry. “It has to be real-time and it has to provide an intuitive, attractive, and relevant shopping experience.”
Key to driving ecommerce on Chineselaundry.com is the ability to make merchandising and navigation changes without spending time making changes to the platform’s code, and Celerant’s flexibility allows that. The company also saw the writing on the wall with the explosive growth of mobile commerce and wanted a solution that could quickly produce mobile friendly experience that would facilitate conversions from smartphone and tablet users. Celerant and Chinese Laundry worked together to develop a mobile commerce site with a simple path to checkout, and today it is not uncommon for Chineselaundry.com to see more traffic originating from smartphones than computers.
Whether a purchase originates from a computer, smartphone, or at a brick-and-mortar location, the change to inventory is instantly reflected across all channels in a single location using Celerant Command Retail. Consistency in pricing and merchandising is also achieved by every channel drawing data from a singular platform. Sales data is also visible across all locations and channels, simplifying distribution of inventory to the stores and fulfillment centers where it is most needed.
“We are extremely proud of the success that our retail integration and ease of use has brought the brilliant team at Chinese Laundry,” said Ian Goldman, CEO of Celerant Technology. “It is reflective of significant changes to the shopping journey that are taking consumers from brick-and-mortar, to web, to mobile, and back again in and endless possibility of combinations. The ability to convert at any one of them at any time is a hallmark of understanding the complexity of this environment.”
About Chinese Laundry
Launched in 1981, Chinese Laundry has been the leading women's footwear brand by providing top quality, stylish shoes at competitive price points. For more information, please visit: www.ChineseLaundry.com
About Celerant Technology
Celerant Technology is a retail technology provider offering unparalleled and seamless multi-channel integration to retailers across all industries. Since 1999, Celerant has consistently accelerated business growth and efficiency through unique innovations such as: POS, inventory management, data warehousing / mining, integrated ecommerce, mobile applications and back office - to name a few. With an open and collaborative environment, the company focuses on each retailer’s specific integration needs to form genuine, enduring partnerships. As a mid-market retail system leader, Celerant provides solutions and expert advice to continually accelerate retail growth. A multifaceted award winning company, Celerant prides itself in the quality of its products, the capacity of its service, and remains the true multi-channel software provider. For more information regarding Celerant Technology and products like Command Retail and Retail Star, go to www.celerant.com.
