E-commerce provider, ChannelAdvisor, has won the Retail Week Technology Award for Internet Technology of the Year. The award recognises the success of ChannelAdvisor’s Comparison Shopping platform used by leading DIY retailer B&Q.
Since implementing ChannelAdvisor’s Comparison Shopping Engine, B&Q is reported to have seen a significant increase in sales through this channel; the retailers’ return on advertising spend (ROAS) for February 2011 was 72% higher than February 2010, with the average order value increasing by 15%.
ChannelAdvisor’s Comparison Shopping platform is described as a software-as-a-service solution. Accessed entirely through the cloud, it enables B&Q to manage activities across a multitude of comparison shopping engines from a single integrated platform.
B&Q is able to send one product inventory feed to ChannelAdvisor’s platform, which then optimises product listings to the unique characteristics of each individual engine.
The platform is claimed to provide B&Q with the ability to translate, transform and improve data, in real-time, based on the needs of the individual channel.
James Scott, managing director EMEA for ChannelAdvisor, said: “The results the ChannelAdvisor Comparison Shopping solution has delivered for B&Q is a classic example of the way traditional bricks and mortar retailers can drive sales through an intelligent multi-channel approach.
“This award is a fantastic testament to both the hard work of the ChannelAdvisor team and the innovative approach embraced by B&Q. We are thrilled to have the success of this partnership recognised by such a well-respected panel of industry experts and are now looking forward to building on this success with the B&Q team in the future.”
Richard Wilson, head of direct sales and operations at B&Q, said: “We have been delighted with the results that ChannelAdvisor’s Comparison Shopping solution has delivered. We have been able to optimise a channel previously under-utilised and the ChannelAdvisor platform gives us full visibility of all the important metrics; from conversion rate and average order value to cost of sale at each comparison site.
“This means was can track the complete customer journey, from where they start out on their product search, right up to the point at which they made that final purchase decision, allowing us to constantly monitor costs, revenue and profitability, as well as make real-time business decisions across many thousands of products – all at the click of a button.“