Work

Ben Sherman

Channel Development

Background

Ben Sherman began producing his iconic shirts from a small factory in Brighton in 1963. Today they have evolved into a complete lifestyle brand, with kidswear and womenswear. The look is now pandemic with a huge cult following from both the guys and gals, across 35 countries.

Objective

To establish best practice guidelines and processes to ensure the launch of their ecommerce business delivered against sales forecast and provided an excellent customer experience for its online buying customers. At the same time evaluate the eCommerce team in terms of ‘right’ structure and skills set to deliver on these goals and objectives.

Results

Within 2 weeks of us implementing changes, they made budget every week and beat it by 25% to 50% consistently throughout the financial year. The ecommerce team were all working towards to the same goals and exploiting any quick wins to their commercial advantage. They were utilising the newly set up analytics reports to continuously improve customer experience

“We engaged Practicology shortly after the launch of our ecommerce business, as sales were somewhat below our forecasts. They undertook a complete audit of our site, infrastructure and processes, identifying a number of quick wins and mid to long-term improvements. As a result sales quickly started to exceed forecast and the extra revenue gave immediate payback on their fees. Personable and authoritative, they quickly won the trust and support of our ecommerce team, ensuring that all were working for the same goals and implementing best practice. I wouldn’t hesitate to use Practicology's consultancy service again.”

Andrew Horton, Retail Director, Ben Sherman