Chinese Laundry saw impressive sales growth in its ecommerce and mcommerce channels.
Chinese Laundry experienced a 31% increase in electronic conversions, 54% increase in mobile commerce sales, 50% more productive search pages and 18% boost to page load times.
The brand installed Celerant Command Retail management platform in its bricks-and-mortar boutiques. Chinese Laundry integrated software that powers both web and mobile versions for ChineseLaundry.com.
The implementation of ecommerce from Celerant Technology began in 2013 after Chinese Laundry decided that a full integration between all of its retail channels was the best way to gain control of merchandising changes and inventory levels.
“In today’s omnichannel environment, batch integration with store inventory is insufficient to meet the demands of customers who will not accept sellouts or slow shipping times,” said Scott Cohn, VP of ecommerce for Chinese Laundry. “It has to be real-time and it has to provide an intuitive, attractive and relevant shopping experience.”
For ChineseLaundry.com, the key to driving ecommerce is the ability to make merchandising and navigation changes without spending time making changes to the platform’s code. The company saw extensive growth in mobile commerce and wanted a solution that could quickly produce mobile friendly experience that would facilitate conversions from smartphone and tablet users.
The two companies worked together to develop a mobile commerce site with a simple path to checkout, resulting in more traffic originating from smartphones than computers.
Whether the purchase comes from a computer, smartphone, or a brick-and-mortar location, the change is reflected across all channels in a single location. Using Celerant, allowed for consistency in pricing and merchandising is also achieved by every channel drawing data from a singular platform. Sales data is also visible across all locations and channels, simplifying distribution of inventory to the stores and fulfillment centers where it is most needed.