A leading Australian multichannel retailer of fashion footwear and apparel identified that its ecommerce channel was performing below brand and market expectations.
With an established bricks and mortar operation, the business approached Practicology to assist in understanding how to grow and optimise its online sales, including providing interim resource and training its existing ecommerce team.
Practicology conducted an extensive channel review focusing on resourcing, logistics, supply chain, merchandising, trade, marketing and technology. Through a series of stakeholder workshops and trade analysis, a roadmap for success was created to grow the ecommerce channel.
Practicology managed and supported the implementation of the roadmap, while at the same time managing the day-to-day trading of the website. Practicology team members acted in an interim capacity in the following roles:
UX / Digital Designer
Social Media Coordinator
Head of Analytics
Performance Marketing Specialist
Organic Marketing Specialist
Over the lifetime of the project, the Practicology team mentored and trained the existing ecommerce team. Embedding these extra skills meant it was not necessary to hire additional resource post implementation.
Implementing Practicology's strategic framework has had a dramatic positive impact on the brand's online revenue and web traffic, including: