Phase Eight, established in 1979 and one of the UK’s leading women’s fashion retailers, launch their first transactional website on Fresca Commerce, the on demand e-commerce service from BT Fresca. The new website, which went live at the end of March 08, is the first fully integrated solution from BT Fresca www.btfresca.com and BT Expedite www.btexpedite.com since the acquisition of Fresca by BT in January 2008

BT Fresca designed and developed the Phase Eight e-commerce website, ensuring the site design and customer journey accurately reflect the Phase Eight’s in-store experience, which creates a designer boutique feel whilst remaining accessible to a broad customer base. Furthermore, the website faithfully portrays the new branding recently introduced by Phase Eight

The new site incorporates a “get the look” feature, which enables Phase Eight to merchandise multiple products on a mannequin. And for the online shopper, rather than having to click through to multiple pages, they can view the entire outfit, select a size and colour and then with a single click add the outfit to the shopping basket or wish list. Additionally, BT Fresca’s intuitive and powerful in-site guided navigation and filtering helps the Phase Eight customer find what they are looking for quickly and easily.

A further benefit to Phase Eight and their customers is delivered through the integration of Fresca Commerce with the merchandising and fulfilment system, Mercatus from BT Expedite. This ensures the site is easy to merchandise and maintain, with catalogue, stock and order information being dynamically exchanged with Fresca Commerce and provides the online customer with a real-time view of product availability.

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

Judith Bremner, Brand Director at Phase Eight commented, “Choosing BT Fresca for this important e-commerce project was based upon the enthusiasm, professionalism and expertise shown by BT Fresca during the bid process. We were also very impressed by their extensive track record of clients in our sector, and the feature-rich functionality and flexibility of the Fresca Commerce Platform. Early trading on the new site indicates our decision to go online with Fresca Commerce was absolutely the right one, we now look forward to a long and fruitful business partnership.”

Sarah Hughes, Managing Director of BT Fresca added, “Being selected as Phase Eight’s partner for this important and prestigious project is fantastic. We have enjoyed working with the team at Phase Eight in designing and building this new online store, and are delighted that the initial trading results are so promising.”

Inquiries about this news release should be made to the BT Group Newsroom on its 24-hour number: 020 7356 5369. From outside the UK dial + 44 20 7356 5369.

Or contact Gerry Partridge – Head of Marketing - BT Fresca Limited, Abbey Barn Business Centre, Abbey Barn Lane, High Wycombe, Buckinghamshire HP10 9QQ

Email: gerry.partridge@bt.com Tel: 01494 439 700. www.btfresca.com/news-events

All news releases can be accessed at our web site: http://www.bt.com/newscentre.

About BT Fresca
BT Fresca is the e-commerce division of BT Expedite, the retail solutions division of BT. Fresca was established in October 2000 and acquired by BT plc in January 2008.

We are a specialist e-commerce service provider and have supplied multichannel solutions for over seven years. We are a team of committed people with real expertise in our field, and a passion for delivering beautiful and successful e-commerce websites for top retailers. Our clients demand and receive a personal, bespoke and flexible service – we aim to be considered as an extension to retailers’ own in-house teams. Our on-demand e-commerce service, 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, Great Little Trading Co., Moss, Thomas Pink, Habitat, Whistles and 20Ltd.

BT Fresca’s e-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. BT Fresca will develop, integrate, host, manage and support your e-commerce website with hardware, software and infrastructure costs built into a set-up fee, a monthly service fee and an optional website design fee. www.btfresca.com

About Phase Eight
Phase Eight was founded in 1979 by Patsey Seddon, their first store opened in Wandsworth South London, since these early beginnings Phase Eight have been know for their fashionable and glamorous ladies wear and have occupied the middle ground, catering for discerning women in their thirties and above. In 2005 the fashion chain was sold, now the chain has over 49 store and 70 concessions, most of which are in very tasteful locations. The chain still occupies the centre ground, catering for women in their thirties and above who are aware of fashion trends but perhaps wary of the most extreme forms. The current site is: www.phase-eight.co.uk

Published on: 12:00AM on 28th April 2008