Whistles goes transactional with Fresca Commerce

Whistles; the accessible, designer-brand, fashion boutique has launched a new transactional website to sell its beautifully crafted, high quality clothes and accessories. The site is powered by Fresca’s on-demand e-commerce service Fresca Commerce.

Whistles (www.whistles.co.uk) new e-commerce website, developed by Fresca (www.fresca.co.uk), takes online boutique fashion shopping to new levels of usability and customer experience. Innovative interactive elements for the online customer have been implemented; for example, the site offers a ‘virtual boutique' experience, so instead of the normal product listings, the shopper can visualise the outfits in room settings, making the online experience both fascinating and intriguing. Replicating the high street experience to the web store was a key requirement for Whistles.

Additionally, Fresca’s sophisticated in-site intelligent search and guided navigation ensures no time is wasted in finding that new ‘must have’ fashion item quickly and effortlessly. The search and navigation facility also allows shopping by outfit, style, type, size, colour and other product attributes.

The online experience is further enhanced by fully integrating the Fresca Commerce Platform with Whistles merchandising system Mercatus, from BT Expedite and the systems of third party fulfilment partner Amethyst. Resulting in the online shopper being able to see in ‘real-time’ product availability and ensuring the items purchased are delivered from available stock. The tight systems integration not only provides a seamless customer buying experience, it also delivers a major benefit to Whistles by improving the administration of Product Information Management (PIM).

Whistles objective for this new site is to transfer that same unique and personalised high street boutique customer experience to the web store and to carry this niche’ brand to a much larger audience through the increased reach of the web.

This stunning new transactional website went live on 16th October 2007, providing Whistles with the online presence to grow its customer base and business in a rapidly growing web market place. Indications from early trading suggest the site is achieving exceptionally high conversion rates. www.whistles.co.uk

Fresca Commerce will be provided under a 99.9% Service Level Agreement (SLA) covering 24 x 7 support, managed hosting, maintenance, upgrades hardware and software are included as part of a fixed monthly fee. Fresca Commerce is ‘Software as a Service’ (SaaS), the cost effective way of delivering e-commerce.

Julien Shirley, Group e-Commerce Manager – Mosaic Fashions said:
“Choosing Fresca for the Whistles project is testament to our confidence in Fresca capabilities, their expertise and leadership in the e-commerce space. Fresca Commerce continues to be our preferred choice for on-demand e-commerce services; this is based on the platform performance and functionality, the excellent partner relationship, the commitment and professionalism shown by their people”.

Gerry Partridge – Head of Marketing at Fresca commented:
“Wining this contract for Whistles new web store was excellent news; working with the Whistles team in creating this stunning and inspiring transactional web store which superbly reflects this very special and unique brand was a pleasure”.

About Whistles
Whistles, launched in 1976 by Lucille Lewin as a designer boutique, with design at its heart, it soon became a desirable, contemporary and aspirational label. The Whistles name originally derived from the cockney rhyming slang, “whistles and flute”, which translates as “suit”.

In 2002 Whistles was acquired by Karen Millen, which is now part of Mosaic Fashions. Whistles currently trades from 34 standalone stores and 36 concessions in the UK and Ireland, with 7 international franchise stores and one international company owned store.

Whistles is positioned as an accessible designer brand, competing with designers’ bridge brands. It has expanded its own brand range and this growth has increased margins for the business as well as strengthened the Whistles brand identity. It has also helped Whistles re-establish its unique heritage as a desirable and contemporary label.

The Whistles brand heritage is predicated on good design, quality fabrications and beautiful desirable clothes and accessories. The customer’s expectation is that Whistles will capture the spirit of the fashion moment whilst staying true to the brand’s heritage.

About Fresca
Fresca is a specialist e-commerce service provider and have supplied multichannel solutions for over six years. We are passionate about delivering beautiful and successful e-commerce websites for top retailers. Our on-demand e-commerce service, branded Fresca Commerce, powers some of the fastest-growing international web-stores including: Coast, Principles, Warehouse, Oasis, Karen Millen, Harvey Nichols, The Shoe Studio, Jimmy Choo, Bertie, Nine West, Peid a Terre, Roland Cartier, Great Little Trading Co. Thomas Pink, Habitat and 20Ltd.

Our managed e-commerce service, branded Fresca Commerce, helps our clients significantly to boost their multichannel sales, increase customer conversion and retention, reduce costs and improve ROI.

The Fresca Commerce Platform offers complete web-store flexibility. Additionally, multichannel support is built-in, as are back-office systems for customer ordering, call-centre and fulfilment functionality. The platform is feature-rich and covers all key retail functions, including campaign and promotions management, catalogue management, trading analysis, and a highly developed content management system for “magazine-style” content. It integrates with leading web analytics and email campaigning software, and offers standards-based integration with merchant systems.

Fresca Commerce is a fully managed service, provided under a 99.9% availability Service Level Agreement. Pricing is straightforward; there are no upfront development costs - this is ‘Software-as-a-Service’ (SaaS) with the added dimension of professional services. Fresca will develop, integrate, host, manage and support your e-commerce website with hardware, software and infrastructure costs built into an affordable monthly service fee, a set up fee and an optional website design fee.

To find out more contact: Gerry Partridge – Head of Marketing
Fresca Limited
2 Abbey Barn Business Centre
Abbey barn Lane
High Wycombe
Buckinghamshire HP10 9QQ
Email: gerry.partridge@fresca.co.uk
Tel: 01494 439700

Published on: 12:00AM on 15th January 2008