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Author: Steve Borges
I co-founded Biglight in 2004 and the business now provides impartial ecommerce support services to leading brands & retailers. Our customers include Arcadia, ASDA, French Connection, George.com, New Look, Nike, Office Shoes, River Island, UGG, Uniqlo, Urban Outfitters and White Stuff.
From 1999-2004 I was at Dixons Stores Group, where I held a number of senior roles before becoming Director of Advertising and Direct Businesses.
I started my career with Philips Electronics, where I worked in the UK and France and held a variety of roles in Finance, Marketing, PR and Customer Services.
Dramatic shifts in ecommerce over the last three years have created many challenges for retailers – with perhaps the most alarming a relentless downward pressure on conversion rates.
It is not news to point out that the response has been a rush to ‘content’, the received wisdom being that strong content directly contributes to improved conversion - but should we take this much-vaunted link at face value?
I speak to lots of fashion retailers and find that many remain unconvinced that there is a robust case to invest in a transactional website for their business.
I realise this is an anathema to E-consultancy regulars, but the fact is that, if a well-established offline retailer looks at a potential e-commerce channel as a standalone business, the case can look less than compelling.
In last week's post, I misquoted Terry Duddy when he predicted (and this is the corrected version) that online retail sales wouldn't be much more than 10-15% of total UK retail sales by 2015 – my apologies Terry.
With my fingers somewhat burnt, I thought I’d play it safe this week and take a quick look at what’s being said in the US about online sales, now and in the future, to see if this helps inform the debate in the UK.