LK Bennett has reported increased average order value (AOV) and checkout conversion rates of up to 60 per cent since implementing a multiple market solution from eShopWorld (ESW), a cross-border eCommerce technology and services provider.
LK Bennett took the decision to restructure its business in 2019, bringing all operations back to the UK and closing its US bricks and mortar, and distribution presence. The new strategy would see all markets being served by the UK webstore using a cross-border model.
The brand required a very swift turn-around time to implement a cross-border solution – just 10 weeks. It sought a partner that had existing ability to integrate into its Hybris eCommerce platform, and deliver a complete solution including pricing, checkout, localisation, duty and tax calculation, delivery and returns.
The US market was the first priority, followed by a second wave of 27 European countries, as well as Norway and Switzerland. Wave three is set to include Canada, Australia, the Middle East, Mexico and Russia.
With experience in over 200 markets, eShopWorld put together a ‘go-live’ plan that would deliver LK Bennett’s US cross-border solution in just 8 weeks – a 20 per cent timeline reduction than originally requested by the retailer. The plan considered the entire cross-border eCommerce value chain, localising the experience for shoppers across multiple touchpoints, such as checkout, payments, fraud, logistics and returns.
The ESW solution focused on building trust and confidence with shoppers through a series of API integrations, beginning with a geo-triggered welcome mat with market-specific messaging, then reinforcing that commitment to the customer across multiple touchpoints including currency, pricing, duty and tax calculation, checkout, payments, delivery and returns.
Since implementation, the company has seen order volumes steadily increase month on month. As of June 2020, LK Bennett’s ESW integration was trading ahead of target, despite the impact of COVID-19, with AOV running 34 per cent ahead of expectations. A strong proxy for the fit between product and market is the checkout conversion rate, and with rates of up to 60 per cent checkout conversion, LK Bennett’s performance is exceptionally strong, with the localisation of the shopper experience, delivered through the ESW checkout, giving customers the confidence to complete their purchase and keep coming back.
“With such a short timeframe we were unsure if we could even accomplish what we set out to, but eShopWorld were able to address the many concerns of such a major project and developed a plan that answered all our cross-border needs.” Zoe Donovan, digital director at LK Bennett, commented. “eShopWorld delivered a sophisticated solution in a remarkably short period of time, allowing us to go-live in the US with as little friction as possible. The results speak for themselves.”
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