Jaeger’s Online Growth
Despite the effects of the economic downturn on total retail sales, the online sector continues to show growth year-on-year. In light of the speed at which the online sector is moving, few companies can afford to ignore their online operations.
Two years ago, Jaeger established a website to support the brand and increase visibility of the Black and London collections. The company recently decided to review their online operation to ensure that, from home page to home delivery, it would continue to support the reputation of the brand and was sufficiently scalable to meet Jaeger’s strategic objectives. The company needed expert input to be sure that they hadn’t been overtaken by the competition and with their extensive experience of web and supply chain operations, i-Realise were a clear choice to conduct the review.
The scoping phase was divided into two main work streams: first, the review of the online customer experience, in terms of its ability to drive sales and second, the evaluation of the supply chain’s capacity to support growth. Both would be benchmarked against the competition.
First, i-Realise re-examined the company’s objectives and current strategy with the Jaeger team to ensure that the content and performance of the site was on track for the future. The team looked closely at the precise details of the customer journey and the different needs of the different types of Jaeger customer. Next, the team conducted a detailed review of other sites in the luxury brand and high street multiple sectors, looking at the performance, customer offer and style of the competition to ensure that the Jaeger site was meeting the expectations of its target market and that they were fully exploiting the technical opportunities available.
The other i-Realise team, meanwhile, focused on Jaeger’s warehouse operations, conducting an end-to-end review of the processes to evaluate their current fitness for purpose and the scalability of the operations in light of the expressed business objectives. A high proportion of the time was spent on site, working with the depot team to understand the current operation and benchmark it against i-Realise’s experience of other companies.
The review of the web operations for Jaeger successfully evaluated their current offering against the rest of the online clothing retail sector and provided the company with recommendations that could support the on-going growth of their internet sales.
‘The output of the work from i-Realise allowed us to understand what was working for us and more importantly what we needed to do to support and drive our online business. We were particularly impressed by the rigorous review of our current systems and that i-Realise gave us clear guidelines in terms of what was needed in the future at different sales turnover levels in terms of systems and people. The work i-Realise completed has been invaluable in helping formulate our online strategy going forward and as a business. We always use internal resource but in this area i-Realise were able to provide the expertise we did not have internally.’