Fat Face, which has 212 stores in the UK and Ireland, is using NetSuite’s responsive web design solution to deliver a digital shopping experience optimised for multiple devices to its customers across all channels and geographies. The platform allows Fat Face to provide its customers with a consistent and seamless online shopping experience, regardless of the device they’re using, and capitalise on the rapid growth in mobile and tablet commerce. Through its responsive website, Fat Face benefited from a substantial increase in sales throughout the busy Christmas shopping period, achieving higher customer conversion rates and delivering a dramatically improved experience across all devices.The retailer saw eCommerce sales growth of 25 per cent in the five weeks from 1st December 2014 through 3rd January 2015 over the same period in 2014, with click & collect accounting for 42 per cent of total orders and a 55 per cent rise in site visits
originating from mobile devices.
“We wanted a website that created a seamless experience of Fat Face for our customers regardless of channel, be it offline or online. With our customers increasingly using mobile to visit the Fat Face website, we had to respond to their needs by creating an online experience that was consistent regardless of the device they were using,” said Paul Wright, Fat Face’s Head of eCommerce & Marketing. “The NetSuite platform provides the flexibility we need in a cloud solution that can scale with us as we continue to grow the business. This becomes particularly important as we are planning to expand into the US, and working with NetSuite to have a new website ready later this year.”
Fat Face recognised that in order to meet the demands of today’s consumers who expect a seamless online shopping experience across all channels and maintain the superior customer experience the company had worked hard to cultivate, it needed a next-generation eCommerce site. In addition, with the mobile channel rapidly becoming the primary way consumers engage with a brand, websites that aren’t designed for mobile are at risk of losing potential sales.