STORES Magazine - March 2009 - (Page 38)

NUTS AND BOLTS / ONLINE STRATEGY Farmed-out Functionality Jurlique finds beauty in managed e-commerce platform BY LIZ PARKS virtual store that we track individually,” Goldman says. “We do that because there are different promotional rules and delivery rates for each of our sites, and we can localize all the content to each individual market.” For instance, he says, “We can use the Queen’s English on one site and American sentence structure on another.” Venda, he says, “handles everything related to the site. I don’t have to deal with multiple resource providers. I don’t have one agency doing e-commerce, another agency doing design.” Jurlique began in Australia as a grower and distributor of organically produced herbs and flowers. It moved its corporate headquarters to Irvington, N.Y. in 2006, and currently operates approximately 100 retail stores. According to Goldman, Venda’s outof-the-box solution “has made it a lot easier for us to focus on the IT needs of our ‘real world’ stores” and features such as a loyalty program and an Internet radio program. Jurlique has been able to take advantage of not just Venda’s ability to customize to its specific needs, but also of e-commerce func- A s it planned for the 2007 re-launch of its e-commerce site, beauty/skin care retailer Jurlique had as its primary goal a costeffective website that was just as attractive, well-merchandised and easy to navigate as its bricks-and-mortar stores. Lacking the IT resources to maximize chandise product just didn’t exist in performance, the company turned to their platform.” New York-based Venda. The result, Venda, whose other retail clients insays senior interactive marketing manclude Urban Outfitters, The Body Shop ager Jeremy Goldman, is that Jurlique and De Beers Diamonds, began rebuildnow has “a platform that we can coning Jurlique’s e-commerce site in March tinue to work on without having to cre2007; Jurlique launched the first of three ate everything from scratch.” sites now running on the Venda platform As an in-house operation, the website that September. The original plan was to did not have a lot of the features that observe how that first site, which was fodrive traffic, conversion and revenue, cused on the U.S. market, performed. says Venda CEO Jeffrey Max. “It was But things went so smoothly that Julacking search-engine rlique launched its U.K. optimization, personaland Australia sites the Venda’s solution ization tools [and] the following month. “has made it a lot ability to merchandise One major advantage easier for us to focus the site based on the cusof Venda’s single-platon the IT needs of our tomer’s purchase histoform, multi-site struc‘real world’ stores.” ry. All of these new and ture “is that we can – Jeremy Goldman, Jurlique effective ways to mertreat each site as its own 38 STORES / MARCH 2009 tionalities that Venda created for some of its other clients. “And that costs us a lot less than if we had developed that functionality internally,” Goldman says. Generates word of mouth Using the photo gallery functionality that Venda provided, Jurlique’s marketWWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - March 2009

STORES Magazine - March 2009 Contents Executive Editor's Page President's Page Movers and Spenders What Shoppers Think Take Your Laundry Online 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Luxury for Less Q & A CONCEPT2WATCH Checkout Management Online Entrepreneurs Sustainability POS Online Strategy Online Scheduling SaaS Online Marketing Merchandise Security PCI Compliance LPinformation Supplier Directory Exception Reporting Industry Perspective Theft Research LOEB Retail Letter ARTS Update Point of View NRF News Retail Crossword Retail Industry Calendar End Cap

STORES Magazine - March 2009

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