Chinese Laundry’s omnichannel integration

New York -- Following an e-commerce upgrade, women’s shoe retailer Chinese Laundry is now going to change its e-commerce site to responsive design in the coming months an effort to increase its mobile conversion rate, Scott Cohn, VP president of e-commerce, said during a session at the annual Internet Retailer Conference and Exhibition in Chicago.



Cohn discussed the brand’s ecommerce technology upgrade. After reviewing proposals, Chinese Laundry selected Celerant Technology to create its e-commerce platform. The biggest gain from the new technology, Cohn said, was having access to one real time inventory that reflects both online and in-store sales. (With the new platform, every merchandise order and fulfillment is immediately reflected in the system’s inventory management database, giving store managers real-time visibility into available stock.)



Earlier this year, Chinese Laundry reported that the launch of the new e-commerce and mobile-commerce sites resulted in a 31% increase in electronic conversions, 54% increase in mobile commerce sales, 50% more productive search pages, and 18% boost to page load times.