city beach hits the ground running

City Beach is Australia's largest surf, skate and lifestyle fashion retailer and appointed Salmon to implement a scalable ecommerce infrastructure to help it become a true multichannel, multinational organisation as it looked to develop its online business.

Salmon developed the new website, based on WebSphere Commerce, in just 100 days. The world-class ecommerce technologies we used - including SOLR, CyberSource, PayPal and Google Analytics - allow the retailer to monitor website traffic and site usage patterns so as to optimise marketing effectiveness and proactively support customer needs on the site.

“Fit guides” and live chat functionality are available for real-time advice and guidance, and customer reviews lead to higher conversion rates and increased average order values. Customers are also encouraged to interact via other social channels such as Twitter, Facebook and YouTube. The “Gig Guide” lets people know which celebrities are visiting or playing music in store.

As a result City Beach saw a revenue lift of 208%, a 200% rise in the customer database and an e-marketing ROI of 800%.

Salmon 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. We hope to make www.citybeach.com.au the store that contributes the most revenue to our business.

Paul Downs

CIO, City Beach Australia

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