By Rose Spicer-Oracle on Jan 29, 2015
As we talk with new and long-standing customers of the Oracle Retail community, we truly learn their perspectives on IT priorities and the role of technology in their business strategy. E-commerce projects are on warp speed as retailers gear up and prepare to use technology platforms for omni-channel promotions and fulfillment.
Venerable luxury tabletop brand Lenox, which sells not only its namesake lines (Lenox, Dansk, and Gorham) but also designers kate spade new york, kathy ireland HOME, Marchesa and more, is among those tapping the latest commerce technology to keep pace with customer expectations. In a recent phone conversation, Lenox CIO Erik Andersen talked about the major e-commerce transformation underway at the company, and he emphasized a focus on revitalizing the brand, improving promotion strategy and enhancing the customer experience.
“As we evaluated where we are today and where we are going next as a company, we recognized the need for a world class e-commerce site that would enhance the entire customer experience and accommodate mobile, tablet and desktop to capture demand and execute the sale,” said Erik Andersen, CIO of Lenox. “By replacing a transactional, order management approach with a proactive and comprehensive marketing and promotion strategy, we are able to work smarter, get ahead of the curve and offer better promotions to our customers. We are also showcasing our enhanced brand image,” said Andersen.
Lenox produces its premium fine china patterns at the only fine bone china factory in the U.S., where it leverages its own marketing and design, sourcing and fulfillment, and is a top wholesaler to Macy’s, Bed Bath and Beyond, Belk, Dillard’s, and other major department stores, as well as Amazon and QVC. Lenox also sells direct through e-commerce, catalog, telemarketing and a chain of retail stores primarily located on the east coast.
This new e-commerce investment helps Lenox improve its business processes and gain efficiencies. The availability of insightful data makes it possible for marketers to develop personas, conduct market segmentation, and deliver meaningful promotions to better manage the business. The company also uses Oracle JD Edwards financials and a Manhattan Associates solution in its warehouse.
“Within a very short time, everyone on the team knew the site was looking exactly the way it should. We have strict goals for revenue lift. What I’m looking for is enhanced data and analytics. Oracle Commerce will help us gain a better understanding of our customer, better inventory turns and margin management,” said Andersen. “Working with Oracle partner Speed Commerce assured us that we would be up and running quickly with no issues.”
“As part of the RFP process we looked at R&D investment, and Oracle is second to none. We wanted to be able to stay the course and Oracle is making the right investments which gives us a lot of confidence that the platform will keep pace with changes and enhancements,” he added. “We already use Oracle Endeca in our current e-commerce environment and we will stay with that while going to the full Oracle Commerce platform. We will enhance search engine optimization and provide a more organic search experience as our online commerce business continues to grow,” said Andersen.
Congratulations to the entire team at Lenox for the transformation now underway! Welcome to the Oracle Retail community.
Shop. Explore. Experience. Oracle Commerce @ http://www.lenox.com