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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in