The Grass Is Never Greener on the Other Side of a Technology Integration Scott Cohn – Vice President, E-Commerce Chinese Laundry Background • E-Commerce • Buying • Planning • Marketing • Business analysis About Chinese Laundry: • Launched: 1981 • Leading woman’s footwear brand providing quality stylish shoes and competitive prices • Retail Locations: 2 Stores in the Los Angeles area and 2 Stores in Las Vegas, NV. Chinese Laundry is also sold in major department and specialty stores including Macy's and Nordstrom Grass is Greener? • Originally had a single retail platform, including E-Commerce • Made the decision about 4 years ago to move to another E-Commerce platform • Key reasons for moving from Celerant ECommerce • Wanted more features • Easier interface for website management needed • Ability to integrate with other third party providers Root of the Problem • Managing disparate systems can be tough for the small and medium sized retailer • Updating inventory became more time/labor intensive • Customer data needed to be passed back and forth constantly • Matching online and in-store promotions became an issue • Fulfillment became inefficient Solutions • Inventory • Customer Data • Promotional • Fulfillment Inventory • Needed all inventory on one single platform • On other system CL could not keep track of inventory • Now CL can keep track of inventory and pull from different stores seamlessly • Real-Time inventory • • • • Money saving 15% purchasing efficiency gain Sales visibility Vast reduction in out of stock orders Customer Data • All customer data in one place so it is easy to make notes and give seamless customer service • Returning an online order in store • Able to integrate customer data into other systems like email provider, Facebook, etc. • On file payment – no need to expose customer data any more than necessary • Easy-to use navigation Promotional • Same promotional deals online and in store • Honor same coupon codes in store and online Fulfillment • Allowing ship from store and the option to pick up in store. • If item isn’t in store customer can have item shipped or pick-up in another location Closing • The whole is greater than the sum of its parts • A single system is more efficient, reduces error and protects sensitive information • While greatly enhanced from our old version, there are still some integration limitations.