Regatta Group Internationalize with the launch of new websites for Bear Grylls and Craghoppers
5 August 2009
Watford, London August 5th 2009 – Salmon, specialists in delivering eCommerce solutions, today announced the US implementation of a new website for the brand Craghoppers, and new sites in the UK and US for their clothing range for adventurer Bear Grylls.
This follows the successful launch in 2008 of websites for three of Regatta’s brands in the UK (Craghoppers, Dare2b and Hawkshead), which leverage SAFE™ (Salmon’s Application Framework for eCommerce). SAFE™ was selected by Regatta as they wanted a strategic platform which would support the whole group, as well as their international expansion plans.
Chris Bulmer, Group IT Director at Regatta said, “The UK websites have been a contributing factor to our success during 2008 and 2009, we are seeing significant cost savings as a result of the new platform, as well as an increase in sales, and we were keen to replicate this in the US. We have been very impressed with how quickly and easily Salmon were able to bring our additional brands online. We are confident we made the right decision selecting Salmon’s eCommerce solution SAFE™ and the IBM WebSphere Commerce platform. To date, it has met all our eCommerce needs and we are certain it will continue to do so as our requirements develop in line with our customers’ demands.”
The new sites developed by Salmon leverage IBM WebSphere Commerce and its extended sites functionality, which allows customers to launch new sites quickly and easily. Considerable amounts of development time and spend are saved because all the sites sit on one instance of IBM WebSphere Commerce and the majority of the data and business logic is shared.
Regatta are also benefitting from having Salmon integrate IBM Sales Center for WebSphere Commerce. Regatta’s call centre representatives now have access to the same database as that used on the websites. Everything is shared between the two channels including product imagery, pricing and promotions as well as cross and up selling of information, leading to improved productivity of call centre employees, increased sales and improved service for cross-channel customers. Further benefits include considerable reduced IT cost and complexity.
Neil Stewart, Commercial Director at Salmon said, “It’s not unusual to see companies maintaining different Web infrastructures for product brands or subsidiaries, which can seriously hinder a business’s profitability and the customer experience, as well as limit cross-channel opportunities. SAFE™ eliminates this, as well as allowing you to implement a unique look and feel and business rules to each site. Companies gain from being able to conduct business around the world more efficiently and provide better customer service and support – all from a single platform.”
Chris Bulmer went on to say, “Internationalisation has its challenges. We needed to make sure that our technical infrastructure would scale to meet the new demands from the additional sites in the US and that the speed and functionality wasn’t put at risk, as problems like these can lead to site abandonment and ultimately damaged brand equity, however I can confidently say that by working with Salmon these risks were thoroughly mitigated against.”
The new US stores replicate the UK stores but instead display the products with prices in US dollars and allow US data capture of customer information at point of registration. Some minor changes to the design and layout of some of the fields on the product details page have been implemented across all the sites and delivered by amending the CSS. The product description field has been changed to highlight that sizes are represented by “UK size”, although US sizing chart information for translating UK sizes is available within the product description. As all products are shipped to the US by Royal Mail from the UK, Regatta were keen to make it as simple as possible for customers that weren’t satisfied with their goods to return them, therefore they are dealt with by being returned to a central location in the US.
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.
The Regatta Group is a dynamic group of companies trading in the European Outdoor Industry through on-line, wholesale and retail. Regatta is the leading outdoor family clothing, footwear and equipment brand; Craghoppers is the leading authority in travel and outdoor gear, Dare2b is an all year round adventure adrenalin sports brand and Hawkshead is an outdoor clothing and footwear brand which is synonymous with the Lakes. For more details about the brands within The Regatta Group visit their websites: http://www.regatta.com, http://www.craghoppers.com, http://www.hawkshead.com and http://www.dare2b.com, http://www.beargryllsstore.com