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Scott Cohn

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The Grass Is Never Greener on the Other
Side of a Technology Integration
Scott Cohn – Vice President, E-Commerce
Chinese Laundry
Background
• E-Commerce
• Buying
• Planning
• Marketing
• Business analysis
About Chinese Laundry:
• Launched: 1981
• Leading woman’s
footwear brand
providing quality
stylish shoes and
competitive prices
• Retail Locations: 2 Stores in the Los Angeles
area and 2 Stores in Las Vegas, NV. Chinese
Laundry is also sold in major department and
specialty stores including Macy's and Nordstrom
Grass is Greener?
• Originally had a single retail platform,
including E-Commerce
• Made the decision about 4 years ago to
move to another E-Commerce platform
• Key reasons for moving from Celerant ECommerce
• Wanted more features
• Easier interface for website management needed
• Ability to integrate with other third party providers
Root of the Problem
• Managing disparate systems can be tough
for the small and medium sized retailer
• Updating inventory became more
time/labor intensive
• Customer data needed to be passed back
and forth constantly
• Matching online and in-store promotions
became an issue
• Fulfillment became inefficient
Solutions
• Inventory
• Customer Data
• Promotional
• Fulfillment
Inventory
• Needed all inventory on one single
platform
• On other system CL could not keep track of inventory
• Now CL can keep track of inventory and pull from different stores
seamlessly
• Real-Time inventory
•
•
•
•
Money saving
15% purchasing efficiency gain
Sales visibility
Vast reduction in out of stock orders
Customer Data
• All customer data in one place so it is easy
to make notes and give seamless customer
service
• Returning an online order in store
• Able to integrate customer data into other
systems like email provider, Facebook, etc.
• On file payment – no need to expose
customer data any more than necessary
• Easy-to use navigation
Promotional
• Same promotional deals online and in
store
• Honor same coupon codes in store and
online
Fulfillment
• Allowing ship from store and the option to
pick up in store.
• If item isn’t in store customer can have
item shipped or pick-up in another
location
Closing
• The whole is greater than the sum of its
parts
• A single system is more efficient, reduces
error and protects sensitive information
• While greatly enhanced from our old
version, there are still some integration
limitations.
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Home Delivery World, cohn, scott
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