Kiddicare aims to triple online sales with SAFE™
15 July 2008
Salmon, a specialist in delivering eCommerce solutions, today announced the replacement of Kiddicare’s website with a new eCommerce solution developed with SAFE™ (Salmon Application Framework for eCommerce).
Kiddicare, the leading online supplier of nursery products, purchased SAFE™ with a view to evolving its online capabilities and optimising the customer experience whilst significantly lowering the risks traditionally associated with launching or replacing an existing eCommerce platform.
Kiddicare Partner, Scott Weavers-Wright said, “Our online business accounts for 80% of our revenues and our plans for growth are aggressive. We replaced our existing platform with SAFE™ as we needed to obtain control of our eCommerce business. Our online plans are sophisticated and we need to address our requirements with a higher degree of autonomy, flexibility and responsiveness to change”.
SAFE™ is a series of pre-configured reusable eCommerce components, which allow merchants to quickly and easily leverage the inherent functionality of IBM WebSphere Commerce. With SAFE™, Kiddicare is now able to provide a more satisfying and differentiated customer experience, by altering and adding new functionality related to marketing, merchandising, catalogue and content management, order management and more, as well as adapt and extend their site to quickly cater for a change in customer demand or market trends.
”The open standards that SAFE™ offered meant that we were able to implement best of breed technologies like Endeca and PowerReviews for intuitive search, guided selling and Web 2.0 navigation techniques such as tag clouds. Furthermore, we now offer customers the ability to view online stock availability in real-time; and with the recently deployed 35 payment kiosks utilising chip and pin technology, customers can shop with even greater convenience and flexibility“, said Weavers-Wright.
Kiddicare’s expansion plans have also included the recently completed £16M Peterborough distribution centre with over 16,000 pallet locations, equipped with the largest showroom in the nursery industry.
Jeff Leaver, Chief Operating Officer at Salmon said, “When evaluating an eCommerce platform, a merchant needs to consider all the risks typically associated with a project including performance during peak periods, ability to customise and integrate best of breed technologies and to ensure that you can create an optimised customer experience. In Kiddicare’s case, SAFE™ met the majority of their business requirements right away, allowing investment to be made in areas that really differentiate their business. Innovation is now completely within Kiddicare’s control which will help them remain a leader in the competitive nursery sector.”
Since the new eCommerce solution went live, Kiddicare have been voted online nursery retailer of the year by Mother and Baby magazine and a recent online survey completed by 30,000 customers highlighted 98% would recommend Kiddicare.com.
SAFE™ (The Salmon Application Framework for eCommerce) is a series of pre-configured, reusable and customisable eCommerce components which combine with a mature eCommerce project delivery methodology. SAFE™ facilitates the rapid delivery of very sophisticated eCommerce solutions, significantly lowering the risks inherent in launching a new eCommerce capability, or replacing an existing eCommerce platform.
In the interests of customer choice and commercial flexibility, SAFE™ can be implemented in three ways: either as a Software as a Service (SaaS) solution, as a starter store with rich 'out-of-the-box' capabilities, or as a framework to support a fully bespoke and extended eCommerce implementation.
Kiddicare is a family business established in 1974 and is now the largest privately owned nursery supplier to the public in the United Kingdom. They operate from the largest nursery showroom in Europe which features dedicated sales areas for key nursery brands, including Maxi Cosi, Britax and Silver Cross. The showroom also has 35 payment kiosks on the shopfloor to allow customer self service.
Kiddicare.com was launched in 1999 and now dispatches stock using a leading-edge, automated picking system from its distribution centre in Peterborough. Kiddicare employs over 120 full time members of staff.