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eWAM provides model of e-commerce innovation

July 16, 2014

Wholesale Accessory Market Inc., reported that since switching to a new e-commerce software platform last year the wholesale retailer has seen double-digit percentage increases in both revenue and site traffic, according to Internet Retailer.

Wholesale Accessory Market Inc., reported that since switching to a new e-commerce software platform last year the wholesale retailer has seen double-digit percentage increases in both revenue and site traffic, according to Internet Retailer.

The company sells casual apparel, accessories and jewelry to consumers and business customers through an e-commerce site – in addition to a Hueytown, Alabama-based brick-and-mortar contact center and store. In 2013 Wholesale Accessory Market, or eWAM, previously relied on a legacy software program that made it difficult to manage inventory and customer data across various selling channels.

Since switching to the new e-commerce platform – the software includes applications for managing inventory, customer records and orders received online or in-store – revenue rose 33 percent year-over-year since the company’s February 2013 website redesign and software implementation.

“We needed a robust and tightly integrated ecommerce and order management system to support our growth across all the sales channels and to better compete against much larger companies, while remaining true to our ideals,” said Steven Roper, eWAM’s founder and CEO.

The relentless e-commerce takeover of retail
In general, there has been a trend of exponential growth in the e-commerce retail sector. Forecasts from eMarketer project global business-to-consumer e-commerce sales to surge by 20.1 percent this year and reach a total of $1.5 trillion. In North America e-commerce sales are expected to reach $482.6 billion.

The United States, the largest global online retail market, is expected to experience a two-fold increase in total revenue by 2017, according to A.T. Kearney. This thanks to an internet savvy, large and dynamic customer base navigating the country’s advanced e-commerce infrastructure while shopping. The fragmented market – 70 percent of which is split between 450 retailers – is both competitive and cutting-edge, hence a thriving consumer base.

As a wealth of retailers vie for e-commerce supremacy they have become increasingly acute to their respective consumer base’s shopping habits and preferences, explained the management consulting firm.

A.T. Kearney has found that many retailers have switched focus from consumer interface technology in order to improve backend performance. This includes a business’ capability to process, fulfill and deliver online orders efficiently, something eWAM invested in to take steps forward in a fiercely competitive e-commerce retail sector.

How innovation led to significant returns
When shopping online these customers expect to find what eWAM’s new software provides – in fast delivery of results and high-quality service. As innovative platforms that integrate multiple sales channels become more necessary in today’s e-commerce environment, eWAM’s decision to switch to a more advanced software came with a return on investment near-guaranteed.

The website’s new structure includes management tools for enhanced oversight of sales orders, the administering of discounts and adjustments, and the receipt of processing of orders and returns, Internet Retailer noted.

Since the switch the business’ productivity in processing order has increased by 50 percent – likely in part due to a 20 percent decrease in the number of errors in data entry and order fulfillment. In order to better serve customers the software also includes a contact database used to record consumer records and preferences.

In addition to the e-commerce platform switch improving company’s order processing capabilities a website redesign has notably enhanced the customer experience. Since the overhaul the business has noted a 20 percent increase in the number of page views per visit. The amount of orders processed through online self-service also rose by 20 percent.

If doubtful about the merits of online innovation and e-commerce, eWAM is there to prove true the value of this rapidly emerging sales sphere. Look no further than the company’s website makeover and backend redesign, which has undoubtedly has led to a wealth of positive benchmarks to look to.

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