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Seasalt Capitalise On In-store Stock Surplus With New Online Integration

Longstanding blubolt client, Seasalt, is a Cornish fashion company retailing women’s clothing, footwear and accessories inspired by the creative and maritime heritage of Cornwall. With over 50 stores in the UK alongside their eCommerce website, Seasalt were eager to invest in new technology that allowed them to sell all stock – whether it be located in a warehouse or in-store – to the widest possible audience. Read on to learn how blubolt worked with Seasalt and retail software specialists, ITIM, to turn this ambition into reality.

The Challenge: Surplus In-store Stock

Seasalt had identified surplus stock in each of its stores. As this surplus wasn’t available to sell online, the pool of potential buyers was limited which also impacted the selling price. With the brand continuing to open new stores, this issue would only exacerbate over time.

So the challenge was how to bring Seasalt’s in-store stock seamlessly to their eCommerce website so customers could purchase it if the warehouse stock had sold out. This would enable Seasalt to reduce the number of internal stock transfers and the cost of despatches while also increasing full price and sale price revenue by making more stock available to see online.

The Solution: Get Surplus In-Store Stock Online

The solution was to integrate COM (Customer Order Management), a third party system from ITIM, to manage the fulfilment process from stores. The new system made selected store stock available to purchase online and enabled individual stores to pick, pack and despatch orders to customers directly.

For a seamless integration, the blubolt team carefully mapped out how each area of the website would be affected and then determined the action required. Specifically, this involved:

Design considerations. Customer messaging on the website needed to change depending on where the product was physically located (warehouse or store). For example, when the product was shipped from a store, the website copy needed to indicate that international delivery was not available. This led to design amends for pages such as product detail, cart, checkout, delivery methods and order tracking.

Data Considerations. To support the design changes, data amends included everything from stock files, order feeds and gift cards to APIs and delivery methods.

Functional Considerations. Lastly, functional changes followed by extensive user acceptance testing were required. For example, ensuring international delivery and gift wrapping were not offered for in-store stock but were available for Collect Plus and Click and Collect.

The Result: More Sales, Better Margins

In the first three days following launch, Seasalt had over 2,000 orders via the COM functionality and the figures have continued to rise since. With collection launches and sale periods on the horizon, Seasalt know they can now utilise all their stock and maximise sales at the best product margin.

“It’s fantastic to see such strong results from Seasalt following the COM launch,” says Richard Ayles, Senior Backend Developer at blubolt, “It was a complex project, with the blubolt team clearly demonstrating their technical expertise, but also a rewarding one in that we helped the client achieve their objectives so successfully.”

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