Durex’s new e-commerce website is now live.
The new site, linked to Durex’s brand website, puts the brand on the same hybris e-commerce platform as sister SSL group brand Scholl. Both were implemented by the Javelin Group.
For visitors, says Waseem Haq, head of digital marketing at SSL International, owner of the Durex brand, the change means clearer product pages, a more efficient checkout process, useful cross-selling functionality and a significantly better experience.
“It’s still early days,” he said, “but we have seen an uplift in sales. That’s a combination of the platform and the online marketing activities which we’ve also taken in-house. We’ve started to build the knowledge internally to drive more traffic through to the site.”
The new site brings day-to-day control of the content within SSL, allowing it to be updated more rapidly. Customer feedback is, says Haq “massively positive.”
And at the back end, the decision to use the same platform for each brand has helped speed up development and reduce overall project costs. Both feed into the same call centre, where agents know from the phone line which brand the call is for.
“We’ll end up,” says Haq, “with almost a standard application landscape for e-commerce and standard processes. It’s a standard business process we can take to overseas markets.”
Integration with a mass mailing provider is currently in train, and in the future it’s envisaged that SSL will be able to feed its product catalogue into those of trade partners, such as third-party retailers.
Kees de Vos, director of technology, Javelin Group, said: “The ability to invest in one eCommerce platform across the entire organisation enables SSL to take a consistent approach to their e-commerce strategy. Our project accelerator solution maximises business user involvement and significantly speeds up the roll out of other sites in new territories.”
Andy Piscina, UK sales director for hybris, commented: “We are very pleased that SSL has decided to extend the use of our eCommerce solution and that our work with Javelin Group is providing real business benefits to global organisations that want to develop their brand and sales online.
“As we move towards more internationalisation of brands, the ability to project consistent messages, content and data across languages and different websites is a critical success factor. Our solutions are perfectly aligned to support this kind of delivery and online presence.”
