Jan 30, 2019
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Joe Browns to boost e-tail experience with new tech

Jan 30, 2019

Buoyant fashion and lifestyle retailer Joe Browns is aiming to boost its e-tail experience and said Wednesday that it has partnered with Maginus to “provide a customer-centric e-commerce experience.”

Joe Browns

Using the Magento 2 e-tail tech, the company said it will be able to “react quickly to its customer needs and deliver a unified user experience from purchase through to delivery.”

The creation of a seamless experience is increasingly important following the brand’s move into physical stores and investment in upgraded website capacity is also key as shoppers become ever more demanding of the sites they patronise.

The tech deal should allow it to “further scale its online business, enhance its customer experience and help it expand internationally by building a brand new online platform [and] deliver a unified user experience,” we’re told.

The aim is to seamlessly integrate the e-commerce platform with Joe Browns’ back office systems so that the brand has full control across its website, logistics and operations and call centre. 

This means customer communications and information, and product and inventory information can be updated in real-time and any online product changes can be implemented immediately.

The move to the new platform will happen over the next few months.

The e-tailer-turned-multichannel-retailer is one of the healthier names in UK retail at present. Just before Christmas it said it had bucked the seasonal trend as far as sales were concerned and saw 24% growth for its AW18 season.

And even in what had been a mild AW season that had depressed cold weather clothing sales for the sector overall, Joe Browns said its women’s coats and jacket sales rose by over 32% and long boots were among its top performing styles.

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