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The White Company IT team hail successful Black Friday

The White Company experienced a 70% year-on-year volume increase in customers visiting its website during the recent Cyber Weekend, as well as a 20% increase in sales conversions during the peak hour of trading.

Both the luxury retailer’s multichannel director, Dominic McBrien, and IT director, Phil Burnett, this week commended the new eCommerce platform the company implemented earlier this year, saying it helped support record online sales around the Black Friday period.

Earlier this year, The White Company announced it had chosen Piksel-owned The Retail Cloud Team to migrate, host and manage its eCommerce business. The retailer is using the tech company’s Digital Commerce Channel platform, which is described as an optimised Amazon Web Services solution for SAP Hybris customers.

McBrien said: “Modern retail is hugely competitive and Black Friday/Cyber Monday are the busiest trading days of the year, so providing a reliable online service to our customers during this weekend was a key priority for us.

“Website downtime not only leaves customers frustrated and disappointed, but can impact retailers’ bottom lines. We are extremely impressed with how The Retail Cloud Team’s solution has enabled us to deliver the best customer experience possible and exceed our cyber weekend targets, achieving record sales for the company.”

Burnett added: “The Digital Commerce Channel service gives our platform the flexibility, availability and performance we want.”

A number of UK retailers had their own and technolgy supplier support teams on 24-hour standby during the Black Friday period, in case traffic surges caused any online service disruption.

Nervousness around this new peak shopping period, which has become a permanent fixture on the retail calendar in the UK over the last few years, comes after a number of the largest retailers in the country experienced web downtime and technical issues in 2014.

Despite a number of individual sales success stories on Black Friday, the British Retail Consortium (BRC)-KPMG Retail Sales Monitor for November showed the new retail event only contributed to a 0.6% increase in overall sales during the month.

Helen Dickinson, BRC CEO, acknowledged it was a “significant event” for retail, but suggested instead of increasing overall sales, Black Friday shifted spending away from other parts of the festive period, while focusing shoppers’ attention online and away from stores.