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MySale Group cites data and inventory benefits after technology revamp

Designer fashion flash-sale retailer Cocosa’s parent company MySale Group talked up its technology investments and deployments during its half-year results statement this week.

The Australia-based retail group announced a year-on-year increase in sales and a small loss before tax for the six months to 31 December, adding that it has accelerated investment in its data-driven proprietary technology eCommerce platform.

MySale Group released a new and enhanced version of the technology towards the end of the last financial year, and it was rolled out across all territories and multiple parts of its operations during the reporting period.

All in aid of improving customer experience, increasing revenue opportunities and driving efficiency, the eCommerce technology is now supporting each of the group’s global websites – apart from recently acquired Identity Direct.

Stated benefits include a single, live view of global inventory, while owned-stock and that which is drop-shipped by third parties can be sold by any of the websites simultaneously. The group also said it now has a single live view of each shopper and their individual journeys, allowing for better customer service.

Carl Jackson, MySale Group CEO, said: “A key element of MySale’s technology development has been to enhance the group’s data capabilities for better collection and analysis, improved machine learning and automation which in turn is driving improved customer experiences, increased revenue and more efficiency.

“The platform allows for campaigns to be launched faster and more efficiently as well as providing seamless user interaction across all devices. Meanwhile, the platform’s new automated update process, has delivered a record number of updates over the period.”

In terms of payments innovation, the group is in its second year of running Ourpay, a ‘buy-now, pay-later’ initiative devised in house to allow customers to pay via instalments. Offering the option has apparently resulted in an increase in shopper spend and order frequency among those signed up to the service.

MySale Group, which also owns OzSale and BuyInvite in Australia, and NzSale in New Zealand, said underlying EBITDA grew 80% to A$5.5 million during the six-month period, with revenue up 11% to A$151.9 million and a reported loss of A$0.1 million.

Mobile accounted for 60% of orders received in the period, which the group said was supported by cumulative app downloads totalling 7.5 million. The retailer’s active customer base was up 12% to one million.

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