Crabtree & Evelyn - international ecommerce case study

A fresh start online for international, omni-channel retailer Crabtree & Evelyn using tradeit

Founded over 40 years ago by Cyrus Harvey, Crabtree & Evelyn has evolved from a small, family-run business specialising in fine soaps from around the world, to an international company with over 500 stores worldwide. Today the brand is renowned and respected for its original fragrances, fine foods and gorgeous gifts, all beautifully packaged to transform the ordinary rituals of daily life into extraordiary pleasurable experiences.

  • Crabtree & Evelyn
  • Crabtree & Evelyn
  • Crabtree & Evelyn

Leading UK ecommerce solutions provider, Red Technology was chosen by Crabtree & Evelyn as their new ecommerce technology partner in the UK, France, Germany and Hong Kong. Red used their leading ecommerce platform to deliver the new solution, providing them with a solid base from which to grow and drive sales. The refreshed version of Crabtree & Evelyn's ecommerce sites have been styled in line with the brand's look and feel, aiming to give a consistent experience for customers regardless of channel. Red Technology's tradeit ecommerce platform enables Crabtree & Evelyn to deliver a richer customer experience through enhanced product information, images and product recommendations, as well as tailoring promotions and content to meet the needs of specific customers.

"We launched on time with a product that is far superior to our last one, seeing a good plan come together. Red is a professional company who know the importance of hitting deadlines and achieving objectives".

A powerful ecommerce platform from which to promote, merchandise & personalise

One of the most significant additions to Crabtree & Evelyn's site is the advertising system within the ecommerce platform, enabling them to take a more targeted and personalised approach, tailoring content and promotions to individual customers. Driven by the flexible attribute system, the site's faceted navigation and search connects customers with what they're looking for quickly and effectively.

End-to-end ecommerce solution

The solution delivered by Red Technology includes a number of seamless integrations of data and systems, including two way integratons with Crabtree & Evelyn's bespoke stock management system based on AS/400, Silverpop & Inc Direct for email marketing, Klarna for payments in Germany and a WordPress blog.

http://www.crabtree-evelyn.co.uk/

Project Highlights

  • International sites for UK, France, Germany and Hong Kong plus a UK mobile site.
  • Integration with AS/400 ERP system plus Klarna, Silverpop & Inc Direct ESPs.
  • Sophisticated promotions capabilities.

"Red Technology is a great company to work with and although projects like these can be a bit daunting we were very pleased with the process and the outcome. The tradeit ecommerce platform is a commercial and stable one, which will allow you to grow as a business & Red themselves are responsive and reactive to requests from the client, which is a point of difference from many platform providers."

Head of Ecommerce EMEA, Crabtree & Evelyn

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