Skechers is one of the most in demand footwear brands in China.
It already has a large presence in the country through branded stores, and online through marketplace Tmall, but wanted to re-launch its direct-to-consumer online proposition too.
While marketplaces account for the majority of online sales in China, brands are increasingly keen to develop their own Chinese websites in order to provide multichannel services, unqiue product and an online experience that complements their stores.
Practicology and our join venture partner in China - consumer products supply chain group Luen Thai - together offer complete outsourced ecommerce solutions to global brands.
For Skechers, Practicology China developed and launched a new transactional localised Chinese website for the brand. We are also acting as Skechers direct-to-consumer Trade Partner in China.
In practice, this means that we oversee the day-to-day running of the website, such as online merchandising and promotions, and providing feedback on which products we believe will perform well on the website.
We also, manage customer service across multiple platforms, as well as SEO and digital marketing for the website across all channels, including social, display and Chinese search engines.
Practicology China is approaching its second year of trading Skechers' direct-to-consumer site and will be able to provide more details on improved trading performance soon.