We lead our market in multi-channel retailing, and had an internet site that looked fantastic, but wasn’t selling. At the time internet retailing only represented 1% of our sales. We asked Milestone to put together a proposal that would enable us to increase this to 10% of sales. They developed a new site, at a lower cost than the competition, that looked as good, but also sold products. Key features that enabled us to sell more were (i) the ‘easy to manage’ multi store front technology, (ii) the ‘press a button’ feeds to other sites, (iii) affiliate tracking enabling cost effective customer acquisition and (iv) the effective use of the ‘Category Builder’ to increase organic customers. As a consequence of the changes that Milestone has implemented, internet retailing accounted for 23% of our business, within 12months, growing at 10% plus per month. We are now restructuring the business to enable us to cope with the dramatic increases in direct sales – a much nicer problem to have.
Stephen Harpin
Chief Executive |
