TECHNOLOGY

Laura Ashley streamlines omnichannel customization

BY Dan Berthiaume

International specialty lifestyle retailer Laura Ashley is making customization available to the masses.

Laura Ashley is leveraging Oracle Commerce Cloud to enable customers around the globe to create and purchase made-to-order products online. The retailer operates stores in the U.K., Ireland and France, and also has franchisees in 29 territories internationally.

Offering over 1 million combinations of customized items, Laura Ashley sought to increase control of its e-commerce operations to ensure a seamless custom shopping experience across brick-and-mortar stores and localized e-commerce sites. Laura Ashley selected Oracle Commerce Cloud.

“Customers can see our products and customize them in store, but a growing number want the option to buy customized items online as well, and this was adding significant complexity to our business,” said Colin Rice, CIO, Laura Ashley. “With Oracle Commerce Cloud, we have been able to streamline business processes and capitalize on the opportunity to sell custom goods online globally. Oracle Commerce Cloud was the only platform that could accommodate our needs and still give us room to grow.”

Laura Ashley has also leveraged Oracle Commerce Cloud to internationalize its website so each territory can customize its online storefront. By enabling Laura Ashley to seamlessly integrate its inventory system and e-commerce platform, Oracle Commerce Cloud has provided a flexible infrastructure that allows the company to control its front end, deliver personalized experiences at scale and support expansion of its online business, which has grown 23% in the last three years.

Other specialty retailers have also recently deployed Oracle Commerce Cloud to enhance the omnichannel shopping experience. During the 2018 holiday season, gift retailer Things Remembered deployed Oracle Customer Cloud to deliver an improved, scalable omnichannel experience. Leveraging Oracle’s cloud-based platform, Things Remembered unified its brick-and-mortar and e-commerce channels by offering both home delivery and in-store pickup of online purchases.

Oracle Commerce Cloud is part of Oracle Customer Experience (CX) Cloud, a business platform that connects data, experiences and outcomes.

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