SALMON SUPPORT PLANS FOR HOTTER TO DOUBLE THEIR ONLINE REVENUES
Hotter was set up in the UK in 1959 and have been designing and making footwear now for 50 years. They diversified from their roots - slipper production - in the early 1990s, when they had their 'eureka moment' - identifying a niche in the market for stylish shoes with comfort built in. Since then product innovation, world class production facilities and continual reinvestment in our business has seen their shoe collections expand beyond all recognition.
As a true multichannel martketer, Hotter sell their footwear via their website, through 63 Hotter stores and more than 200 independent retailers across the UK.
Hotter needed a partner to help them meet their long-term eCommerce strategy and ambitious online growth target of 20% for the next year. They were looking for a solution that was quick to implement, that they could manage on a day to day basis themselves and offered sophisticated functionality for both the short and long term.
In 2009, Hotter selected Salmon to design, develop and integrate their new website using IBM’s WebSphere Commerce product.
With their new platform in place Hotter have the flexibility to produce additional transactional, promotional and community websites or microsites simply and at low cost.
Day one of the new site saw an average of 1000 visitors per hour between 8am – 8pm (almost four times the volume on the previous week – 260 per hour).
In the first five full days of the website visitor figures were almost three times the 2008 level.
Visitors are spending 60% more time browsing the site compared with the same period the year before.
A flexible, contemporary branded design now allows marketing teams to make changes using merchandising “hot spots” matching retail print and advertising campaigns.
User Generated Content has been integrated and merchandising improved with PowerReviews, giving customers informative, trusted and personalised reviews on products.
Google Analytics has been integrated, tracking visitors customer journey and interaction with the site, and laying foundation for increase conversion and loyalty.