Pentland Brands refashions online strategy with eCommera

Berghaus: new website

Berghaus: new website

Outdoor and sportswear brands Berghaus and Speedo will be offering online shoppers a better customer experience in 2014, as parent company Pentland Brands launches a series of new direct e-commerce websites incorporating an integrated order management system in partnership with decision-intelligent commerce company, eCommera.

As part of Pentland Brands’ online strategy to meet consumer demand and offer direct online sales in key international markets, the company is re-platforming in partnership with eCommera to roll out three websites for each brand addressing the UK market, the European Union and the rest of the world via an international site.

The sites will be transitioned away from the existing solution to eCommera’s Dynamic Commerce platform, which leverages Demandware’s industry leading digital commerce platform. Each website will be created using a combination of responsive and adaptive technology to optimise the customer experience across both desktop and mobile devices.

Pentland Brands will also adopt eCommera’s fully integrated order mmanagement system to provide visibility and control of the Berghaus and Speedo order processes from a single platform. The fully automated system connects the entire order journey, including inventory management, transaction settlements, address checking, routing and customer returns, to create a more efficient and profitable order management process.

Andrew Thomson, group digital director at Pentland Brands, said: “Our previous system had expensive operational costs and was unable to support our strategic requirements and future plans. eCommera is an ideal partner for us as they specialise in helping brands to accelerate growth; they take care of the technology so we can concentrate on developing the business.”

Andrew McGregor, CEO of eCommera, said: “Pentland Brands is behind some of the world’s most vibrant and recognisable fashion lines and we’re delighted to be working with them to help them deliver a great online shopping experience – from checkout to order receipt. They were one of the first to recognise the benefits of our order management system in the UK and we will be working closely with them to meet their key international objectives.”

The new Berghaus and Speedo e-commerce websites will be rolled out in summer 2014.