Oct 8, 2019
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Whistles boosts e-sales by 10% via ship from store offer

Oct 8, 2019

Contemporary womenswear retailer Whistles said Tuesday that it has seen a 10% online sales uplift since it added ‘ship from store’ technology.


This tech is being adopted by more and fashion retailers in the UK as it boosts both their e-tail and physical store operations. It means stock that was once sat on shelves can now be made available for e-shoppers too so there’s less chance of them getting an out-of-stock message online. The items are available for delivery in the usual way, but given that the tech also gives a boost to click & collect, it helps to drive footfall into shops.

The tech the company is using is from OneStock, which recently became part of the LVMH start-up incubator La Maison des Startups. It allows the retailer to optimise its omnichannel order management system (OMS) with initiatives that enable more orders to be fulfilled regardless of the channel and delivery point.

And after implementing the new tech, Whistles said it allowed it to immediately increase the number of products available online that could be shipped from a store. Following a successful two-week trial, the technology was rolled out across its entire store estate and 15% of its e-commerce orders are now fulfilled by ship from store.

It has also added a unified click & collect delivery option that lets customers to choose a store for pick-up, regardless of whether the product is available there. It claims its advanced order orchestration technology can select the optimal supply point and reduce shipment costs. Over 17% of its click & collect orders are now processed this way, which should boost the bottom line when it comes to report its profits figures.

The company is also working with OneStock "to explore ways of using data to further enhance the customer experience in-store.”

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