Speedo Dives Into Direct to Consumer
In today’s digital world, large manufacturers have a big dilemma. Do they launch dedicated e-commerce sites that may become competition for the retailers they distribute their products to?
If an Ecommerce Partners report that manufacturers who sell directly to consumers only represent the fastest-growing merchant category on the Web is any indication, then the answer is yes – yes they should. The benefit for manufacturers is that they can uncover additional revenue opportunities, increase brand loyalty and recognition and more, which can drive sales to both their websites and the retailers’ sites who offer their products.
Retailer Pentland Brands, the parent company of Berghaus and Speedo, is the latest to refresh its digital commerce strategy to drive direct-to-consumer sales with its new direct-to-consumer e-commerce sites.
Launching this summer, this initiative includes creation of three separate websites per brand (one for the UK, one for the European Union and one for the rest of the world) that will all be powered by eCommera’s cloud-based Commerce Platform and Order Management suite, with a particular focus on responsive and adaptive technologies that optimize the customer’s retail experience from laptop to mobile.
By adopting eCommera’s integrated OrderManagement system, Pentland Brands will be able to provide visibility and control of the Berghaus and Speedo order processes from a single platform. The fully automated system connects the entire order journey, including inventory management, transaction settlements, address checking, routing and customer returns, to create a more efficient and profitable order management process, according to eCommera.
Additional benefits to consumers who shop on Speedo.com include unique content (like fitness and well-being videos, content from swim athletes and a community of swimming enthusiasts), consumer-focused polices (like a 90-day return policy in the U.S. and a one-time price adjustment within seven days of a purchase if an item goes on sale) and product promotions for Speedo fans (like the current one shown below).
The new Berghaus and Speedo e-commerce websites will be rolled out in summer 2014.