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CASE STUDY How Cornish clothing brand Seasalt is using PIM to smooth out global expansion

Seasalt: from Cornwall to the world

Cornwall-based clothing retailer Seasalt is looking for growth through international expansion – but to do that it needs to offer a consistent shopping experience across the world.

To do this, it has partnered with Akeneo, a global provider of Product Information Management (PIM) solutions, that will allow the company to centralise all of its product data and quickly measure that data quality and consistency to drive improvement, delivering compelling, consistent, and personalised customer experiences across sales channels.

“Until now we have been managing our online product manually, which was time consuming and a drain on resource, as we had to bring in teams that wouldn’t normally be involved,” explains Will Charnley, Omnichannel Director at Seasalt. “By implementing a PIM with Akeneo we can build efficiency into the process and be far more reactive to customer needs.”

Using the previous system, launching a new product range would have taken up to three days, but with Akeneo in place Seasalt estimates that this timescale will be at least halved, and possibly reduced even further.

“We selected Magento as our ecommerce platform at the end of last year and as Akeneo is already integrated with that system it made sense for us to work with them. We’ve since been very impressed with Akeneo’s project team and the functionality of the platform, which is not only helping us in the short term, but will enable digital transformation and scale digital growth in the longer term,” says Charnley.

James Barlow, country manager at Akeneo, adds: “Seasalt is exactly the sort of company we love working with. It has grown from a local family-run business into a national success with 70 stores in the UK and Ireland and is now poised for international expansion. I think the key to its success is that it continues to understand its customers as well as it did when it started, and we look forward to helping them continue to do so as they grow.”

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