Salmon implements rich, interactive eCommerce store for City Beach
City Beach, Australia’s largest surf, skate and lifestyle fashion retailer, with over 55 stores across Australia selected Salmon to deliver a new eCommerce infrastructure. As a result, customers now have the choice to buy City Beach products and engage with the City Beach brand online whenever it suits them, making www.citybeach.com.au one of Australia’s hottest online destinations.
City Beach were looking to implement a scalable eCommerce infrastructure to help them become a true multi-channel, multi-national business as they looked to develop their online business.
The new website developed by Salmon in just 100 days (using SAFE™ Salmon’s Application Framework for eCommerce) extends IBM WebSphere Commerce. Salmon designed, delivered and integrated the new website and is actively helping City Beach shape their multi-channel strategy to be a unique, rich and interactive shopping experience.
Salmon integrated a number of world class eCommerce technologies on the website including SOLR, for advanced search, which allows customers to easily find what they’re looking for on the site. CyberSource provides a fast, reliable and secure payment gateway for customers; and PayPal is also integrated into the checkout process. Google Analytics allows City Beach to monitor website traffic and site usage patterns to constantly optimise marketing effectiveness and proactively work towards meeting customer needs on the site.
Great photography and Zoom functionality gives customers buying confidence, and “fit guides” and live chat functionality are available for real-time advice and guidance. Customers are also able to make informed purchasing decisions based on customer reviews, leading to higher conversion rates and increased average order values.
“Salmon have provided us with an end-to-end solution. They’ve helped us define our requirements, managed our expectations, designed, integrated and delivered our solution and we really look forward to working with them in the future.
In the short term we hope to make www.citybeach.com.au the store that contributes the most revenue to our business.” Paul Downs, CIO, City Beach Australia
The site offers customers the choice to buy from over 100 iconic brands including Billabong, DC Shoes, Etnies, Quicksilver, Reef, Rusty, Rip Curl, Roxy, Vans. www.citybeach.com.au aims to provide the same fun and unique shopping experience you get from visiting one of their stores. The “Gig Guide” lets you know which celebrities are visiting or playing music in store.
Customers can view, download, upload and comment on videos on CityBeach TV. A “Wish List” lets customers add their favourite items to their own personal list or share with their loved ones or friends. In addition customers are encouraged to interact via other social media channels, like Twitter, Facebook and YouTube.
During 2010, Salmon will continue to work with City Beach to refine and enhance the online customer experience and planned enhancements will include the ability to buy and redeem gift cards online.