14 Jan Footwear eCommerce case study
Traditional footwear company saves time and money using eCommerce
Even the most traditional businesses in the world are moving online. The benefits of saving time, money and resources by automating processes using the internet is difficult to ignore.
Northampton has been famous for footwear around the world since WW1. The businesses that serve this tradition have followed a manual process that has been used for generations. Change doesn’t come easy, to say the least.
“The administrative nightmare involved daily one-off factory samples with students, hobbyists and enthusiasts”
This ecommerce scenario involved addressing the administrative nightmare involved daily one-off factory samples with students, hobbyists and enthusiasts. Customers would email or phone in with their list of requirements and ask for clarity around exactly what could be fulfilled. Processing these orders was time-consuming and very unprofitable.
“If I had asked people what they wanted, they would have said faster horses”
As Henry Ford said, “If I had asked people what they wanted, they would have said faster horses.” Customers can easily describe a problem they’re having — in this case, wanting to get somewhere faster — but not the best solution.
Adding a range of models to an ecommerce site wasn’t requested, but it became apparent once the problem had been identified. eCommerce was perfect for people to specify online, and process a quick and easy transaction around the world.
“Phone calls stopped. Hours of time were recovered”
We added a comprehensive list of FAQs, agreed to prior to ordering and added all the options available (and not available). Phone calls stopped. Hours of time were recovered back into the business and the customer experience was better.
The order used to be scribbled on a pad. Now it arrives, pre-paid, with all the factory specifications required and directly enters the factory without further administration.
The profit isn’t found in the product. It’s found in the reduction of administration waste.
The next step is to add more designs, hosted in an online library as assets, that becomes an online destination and an interesting experience for any shoemaker. And if people want to order, well, go ahead and fill your boots.
“Look at things a little differently.”
People didn’t ask for cars. They wanted faster horses, but sometimes you have to look at things a little differently.
For more information about simplifying your business by utilising ecommerce, call Supplyant.