How SurfStitch transformed the customer shopping experience

Online retailer sees end-to-end customer change thanks to rolling out a new all-in-one commerce platform

Online surf and skate fashion retailer, SurfStitch, is eyeing artificial intelligence (AI) as it continues to ramp up the consumer shopping experience and take advantage of its newly adopted commerce cloud platform.

“AI for us is an exciting thing. We will start moving towards it in a rapid rate,” SurfStitch general manager, platform and technology, David Dennings, told the Salesforce 2018 World Tour crowd.

Nine months ago, the pure-play online retailer went live on the Salesforce Commerce Cloud platform to transform the shopping experience. SurfStitch has been in business for 10 years and focuses on lifestyle and coastal culture.

“It was a real end-to-end customer experience change for us, which we couldn’t have done previously on our old platform,” Dennings said, explaining the company can now enable a more substantive marketing strategy on the customer experience front.

“We launched on commerce cloud which has been liberating for us because we had a bit of a Frankenstein system with lots of technology all connected together. It consolidated a huge amount of our tech - we had a separate mobile site to a desktop site. With all of the talk around mobile and where it's going, that was really empowering for us because we now had the one platform that we could work with.”

SurfStitch has seen an uplift in conversion rates thanks to the enhanced customer experience. For example, on mobile it's up 30 per cent year-on-year from a conversion perspective.

"We’ve also seen session rates move up - again mobile has doubled that of desktop. We are now in that realm where 55 per cent of our traffic is coming from mobile, up from 49 per cent last year,” Dennings continued.

Salesforce regional director customer success and retail practice, James Johnson, said in the age of the fourth industrial revolution, technologies like AI and mobility are changing the face of retail.

“Retailers can leverage artificial intelligence to both have smarter and more engaged consumer interactions, but also how they can improve efficiency for their merchandising and marketing teams at the back house as well,” Johnson said.  

“Some of the technological breakthroughs like AI, for example, have resulted in new products and capabilities that are disrupting every industry and every vertical. And there’s no vertical that's been as impacted as retail.”

Today’s customers are in complete control, and want the experience to be easy and frictionless. Salesforce studies show 59 per cent of Australian consumer traffic to e-commerce sites was coming from mobile devices.

As a result, many retailers are beefing up their commerce cloud efforts, and looking towards AI and mobility as a way to improve experiences, he noted.

Last calendar year, more than $21 billion of revenue was processed by Commerce Cloud customers on the commerce cloud platform, a rise of 30 per cent year-on-year. Customers are launching and running 3000 sites in 50 countries, and more than 50 per cent of transactions across the platform touched multiple touchpoints before a purchase was made.

For Johnson, this highlighted the fact the shopping journey is becoming more and more complex.

For SurfStich, the Commerce Cloud platform has also helped it launch internationally in New Zealand, with more global efforts on the cards.

“It is our first true regional expansion into New Zealand," Dennings said. "We are transacting in New Zealand dollars and we have the opportunity now to manage our brands that are being offered over there - as well as prices - and the overall customer experience. For example, seasonally it is colder, so we can merge product to the top, like hoodies and fleece.

“We can basically deliver a better customer experience that is more targeted to that region.”

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

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

Blog Posts

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in