Aurora implements new international e-commerce strategy
Aurora Fashions, the owner of Coast, Oasis and Warehouse, is to launch its first native language website this autumn in Germany, its largest European market.
The new transactional site, which is due to launch in October, will cater specifically to German domestic preferences and provide an authentic, local shopping experience.
It will also unveil Aurora’s new tabulated website approach to providing a one-stop-shop for all three brands. Customers will be able to navigate from one brand to another and shop using one basket and one combined checkout, maximising cross-selling opportunities.
The site has also been designed to allow Aurora to invite brands outside of its own portfolio to join the site, an approach which has worked very successfully for rival fashion retailer Asos.
Hash Ladha, group multi-channel director at Aurora Fashions, said: “We are passionate about creating an online experience designed exclusively for the German market and customer. The new site will offer free returns, standard and express delivery options and local payment options, such as invoicing – service we’re confident will equal that expected of any local e-tailer.
“The tabulated model is an exciting evolution of our approach to multi-channel and we’re already in discussions with brands who are interested in collaborating with Aurora to offer the customer great variety of product in one single shop, basket and delivery destination.”
The German website is the first of three planned for launch in international territories by 2012. In the meantime, the brand UK sites will continue to deliver to customers in the brand’s 29 international markets.
Mike Shearwood, CEO of Aurora Fashions, added: “We’ve translated long-term UK success into international expansion with brands that have their own distinctive market positions and appeal to consumers of all nationalities around the world, alongside a best-fit approach to market entry. Having dedicated sites in our key markets gives Aurora a truly global multi-channel presence and, with this tabulated website move, we’re embarking on a new chapter.”
