Summer 2008

Phase Eight, regarded as one of the UK's leading women's fashion retailers, has launched a transactional web site that can claim a double first.

It's the first such site for the company, and also the first integrated site from BT Fresca and BT Expedite since BT acquired the Fresca company in January this year.

BT Fresca says the site design is intended to provide a 'customer journey' reflecting Phase Eight's in-store experience – creating a designer boutique feel whilst keeping it accessible to a broad customer base.

Features include a Flash-based 'get the look' feature, in which multiple products can be merchandised on a mannequin. Online shoppers can view the entire outfit, select a size and colour and then add it to their shopping basket or wish list with a single click.

 

Underlying the site is BT Expedite's merchandising and fulfilment system, Mercatus. Catalogue, stock and order information are exchanged dynamically with Fresca Commerce to provide a real-time view of product availability. The system is provided on a 'Software as a Service' (SaaS) basis for a fixed monthly fee.

The site does not yet meet IMRG's recommendation to put a direct link to delivery options on the home page, but once found, the options are clearly stated.

Fulfilment in mainland UK is handled by UPS, and the three- to five-day delivery service is charged at a flat £4.95 rate for any order size. Order tracking by customers is available. Royal Mail delivers to more distant parts of the UK.