How Kathmandu is future-proofing omni-channel ecommerce

Outdoor equipment and clothing retailer invests in tools that enable it to bring online development in-house

118316
118316

The pace of change in ecommerce can mean decisions made only a handful of years ago quickly restrict a retailer’s ability to adapt to new trends.

But at New Zealand-based outdoor clothing and equipment maker, Kathmandu, is hoping to have bought a degree of future proofing through adopting the open source Magento platform and bringing its development team back in-house.

The decision appears to be paying dividends, with Kathmandu’s Melbourne-based online business manager, Netta Kellett, reporting faster development times and easier customisation since the changes were made 12 months ago.

She says Kathmandu’s original ecommerce system had quickly proven to be too small for its global online ambitions.

“The key for us is to create an integrated omni-channel experience, so really trying to meet customer expectations in a fluid way between store and online,” Kellett says.

“For us it is all about looking at future trends and what can help propel us further. The fact that Magento is an open source platform means we can access a lot of people’s developments, and hence these developments is great benefit to us.”

Kellett says the transition is also integral to Kathmandu’s push to become a global brand. She says the system has brought in new capabilities such as international shipping, multiple currency handling and has allowed it to trial a click-and-collect service in the UK. Online sales now account for 5 per cent of Kathmandu’s global sales volumes.

“We also wanted to bring in more of the digital trends to get our sites up to speed for customer demand, particularly for us now being a global brand,” she says. “We’re working through some general implementations that are fairly standard, such as ratings and reviews, and we want to improve our mobile app.

“But it is also a lot about content. So it is not just about technology, it is really about ensuring we serve our customers what they want to get.”

To this end, Kathmandu has introduced an online content team to focus on that area, providing inspiration to buyers as well as additional information on how its products can be used.

But the greatest impact has been felt through taking management of the ecommerce environment back in-house from an external agency.

“Being able to work so closely with the developers has made a big difference in trying to get fixes in place and faster development turnaround,” Kellett says. “We are a lot more agile. We can react faster than having to go through an external agency.

“We as an organisation are definitely fast paced, so potentially the online model that we’re introducing is leading the way to how the rest of the business may work together as well.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in