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Brief
With over 35 years experience of brick and mortar sales, Cloggs.co.uk launched its online presence in 1999 and has not looked back since. Cloggs went live with their Venda-powered eBay store in early June 2009, and have already seen significant sales impact.
Strategy
Stephen, Lead Merchandiser at Cloggs says, “Venda’s Feed Commerce Manager™ enabled us to quickly build a fantastic branded experience on eBay from eBay store homepage to category level to product level, without the need to interact with the eBay system."
“The system gives you the flexibility to map your product and stock information to the eBay formats, as well as providing a fully customizable look and feel. Venda has worked with eBay to ensure that all the correct information is asked for from us upfront, to reduce queries received by our customer service and increasing the overheads. Categories and Product Attributes, so important for good search results on eBay, are translated to ensure that our products achieve maximum visibility “
“Updating stock and product information becomes a 2-touch process as we leverage the existing product assets we already have in our database.”
Execution
Damian Scarlett, Managing Director at Cloggs said, “With deep reach into the online shopper community, eBay represents a significant revenue opportunity for any retailer transacting on the web.”
“From our initial trial, we are confident that the eBay sales channel has the ability to increase the size of our online business by at least 50%.”
“It is an option that we looked at before, but could never fully realize the impact, as it was a difficult channel to interact with at an operational level.”
“The Venda direct store integration has enabled us to tightly integrate eBay as a sales channel into our existing processes, thus minimizing the overhead required while maximizing this enormous opportunity.”
Results
Melanie, Head of Customer Services at Cloggs says, “Once the order is placed, Venda pulls the order back into the Venda Control Panel™, where we manage the dispatch process. As the customer has already been pre-checked by PayPal, the order is ready to go when it hits our system”.
“We use our existing pick, pack and ship systems for the orders, and the automated email that we send throughout the process contain different messages for eBay customers, triggered by the identifier in the Venda system.”
“When the orders are shipped, Venda automatically posts a feedback score on eBay which encourages feedback on our service, improving our Powerseller status. The feedback so far has been 100% positive, and will drive our listings higher in eBay’s search rankings.”
“In the unlikely event of a return, this can also be managed through the Venda system as there is a ‘returns’ integration with PayPal."
Damian concludes, “Through their value-add initiatives, Venda has provided another opportunity for us to increase revenue. The solution that is available has made this a ‘no-brainer’ for me as it does not add a significant overhead.”
“I am excited to see where this opportunity will go, and look forward to seeing future Venda initiatives that will help our business grow.”
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