Jason Jeffries
24 January 2012
Specialty Fashion Group, which owns the La Senza, Katies and Millers chains, recently decided to shift its focus from in-store activities to ecommerce trading. After physical stores' sales figures failed to meet expectations in 2011, the company decided to expand its ecommerce offerings to tap the online consumer base.
The group plans to consolidate its bricks-and-mortar stores as it introduces a new online brand in 2012. The group aims to promote its online stores so ecommerce sales will account for 15 percent of total sales, up from 2 percent reported currently.
Steven Noble, senior analyst at Forrester Research, told Smart Company that one major challenge the retail group will face is finding qualified senior retail professionals who have experience with ecommerce. However, the transition is necessary as consumer behaviour is becoming more online-focused.
One retailer has already transitioned into the ecommerce sphere and is being awarded for its success. Build-A-Bear, which creates an interactive shopping experience both in-store and online, was recently named one of Fortune's 100 Best Companies to Work For. Employees feel as if they go to work to play, and customers enjoy the brand as well. The retailer offers the same options for shoppers in-store as online, and the company has become an international phenomenon.
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