Saltrock bolsters eCommerce and prepares to go international

Saltrock has launched a new eCommerce website to complement its multichannel strategy which involves new store openings and international growth.

The fully responsive website developed by Docnet provides one-to-one customer personalisation and load times of three seconds.

The Saltrock website will also allow the retailer to roll out click & collect at the beginning of next year, while endless aisle technology will connect physical and online retailing.

"More than 55% of visitors to join us on mobile," said Saltrock’s multichannel brand manager, Fiona Lobban. "And to increase user engagement and improve online sales, we’ve partnered with Qubit and Nosto to implement personalisation and real-time marketing."

Saltrock will also work with Sub2 to analyse real-time user behaviour and More2 – a multichannel retail expert agency – to increase acquisition and retention across channels. The retailer is also working with Futura to optimise stock management and Serko for logistics management.

The retailer now has a total of 40 stores across the UK after opening 26 new stores over the last 12 months. Because Saltrock plans to double this high street presence to almost 80 stores in 2016 it required a strong online presence to complement this growth.

Head of digital and marketing at Saltrock, Richie Jones, said: “We’ve been expanding rapidly in Britain with two or three stores opening each month and we’re working hard to improve the onsite customer experience. Saltrock’s new and intuitive, fast, optimised and aspirational online presence paves the way for success in the UK and visibility overseas”

Saltrock plans to launch the brand internationally online from Q4 2015. Native versions of the new website will soon be rolled out to Australia, USA and the Netherlands.

Jones added:  “It’s exciting that such a loved British brand will now be shared with the world after a launch in Australia, USA, Netherlands followed by France, Germany and Spain later this year. Now we have the correct tools for multichannel marketing, it’s only right that we take the leap to international eCommerce.”

Later this year, Saltrock will partner with Bazaar Voice to implement customer reviews and ratings to all of the native sites.

Saltrock said it also intends to communicate the brand's surfer heritage to consumers through the new website, and by working with content agency, BrandContent, it will offer consumers cross-channel touch points such as music festivals, product led video content, brand ambassador stories, and content from pro surfers and rock climbers. 

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Bazaar Voice