MULTICHANNEL REVENUE THROUGH AN IBM WEBSPHERE
RE-PLATFORM

Dunelm is the UK's leading homewares retailer and its 100+ stores carry a range of more than 24,000 products. Dunelm's challenge to Salmon was to increase the contribution of online sales and the website’s conversion rates.

Re-platforming to an IBM WebSphere Commerce Enterprise solution rapidly enabled the retailer’s website to become its number one 'store' measured by sales. Salmon enhanced the checkout, mega menus, SEO and merchandising zones and implemented ratings and reviews. We improved reserve-and- collect, reducing lead times to 3 hours from order to collections.

We also enabled next-day delivery, introduced tagging for web analytics and helped to launch both tablet and mobile-optimised versions of the website, which led to 15% of online visits coming via smartphones.

Most of Dunelm’s shopping journeys now involve some element of online activity: by 2013 more than a third of overall customer visits were coming through the website. In that same financial year multichannel revenues increased by 60% and operating profits were up by 8.9%.

Dunelm continues to make market share gains and remains market leader with 7.4% of the UK homewares market.

Over the years we have being working with Salmon we have made good progress in growing our multichannel revenues. Salmon have provided great expertise in project delivery and application support which has helped us achieve our online objectives. Their flexibility to support our trading fluctuations and peak events to a high SLA, whilst providing genuine pro-active improvement, stands out. They have worked with us as real partners to help us achieve our success to date.

Chris Shaw

CIO, Dunelm

Through a site re-platform we’re improving online conversion, revenue and profit.
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