Extremepie.com, the action sports fashion and apparel website affiliated with the Extreme Sports Channel and new high street chain of Ex Stores, is re-launching on Friday 14th October with a brand new transactional website and integrated back office system.

Increased competition in this niche retail sector both on and offline, as well as extremepie’s serious plans for growth in the next 18 months, has led the company to invest heavily in new technology. Working together with Screen Pages (http://www.screenpages.com) on its new website (http://www.extremepie.com) and MNP on its new back office systems, Extremepie is confident that this enhanced technology platform will provide the right tools for its ambitious expansion plans.

“Ensuring that the foundations of the business could support our exciting plans was a vital step in the process” commented Steve Hazell, MD of Extremepie and Ex Stores “In this very competitive retail niche, we have serious plans for expansion and are looking to achieve a minimum of 15% growth in key product sectors during 2006, as well as increased turnover through the introduction of new product segments in Spring/Summer 2006 including a much enhanced girls range as well as kids clothing”

“We want to continue to be the first choice website for anyone living or aspiring to the action sports lifestyle and we want to ensure that our customers have an enjoyable and enhanced shopping experience.” New features of the website include: increased use of online merchandising and sales tools to boost conversion ratios, making the site more usable; enhanced search and navigation options; better images of products; near real-time stock information; and customer’s own “wish lists” that can be emailed to family and friends. Screen Pages specialises in online retail and e-commerce services and brings significant expertise from its work with other apparel brands such as Fat Face, White Stuff, Joules Clothing and Isabella Oliver.

Behind the scenes is equally as important and MNP’s “Order Active” is an efficient and streamlined system, cutting out manual processes and speeding up the order fulfilment process. Features include – integrated retail system covering all channels, website, mailorder, telephone; stock management; automated purchase management; despatch arrangements (eg overseas VAT registrations), accounting and CRM.

Using the same proven solution recently trialled by Lakeland Ltd, the hope is to create a really smooth operation providing a streamlined process from order to fulfilment with customer profiling data collected along the way. Hazell explains: “If we want to run a promotion targeting all 20-25yr old females who’ve bought footwear in the last six months, then this system will enable us to do just that, without complicating the process or including people who don’t match our search profiles. We’ll be in a much better position to respond to individual customer’s needs and adapt as those needs change”

Published on: 12:00AM on 18th October 2005