 Dick Smith web sales currently accounts for 5% of total sales – but the retailer hopes to make this 10% by 2015 a target which it says is “realistic.”
The retailer’s internet sales rose almost 50% in third quarter of FY14 and says it is “on track” to meet its target, according to a recent Morgan Stanley investor presentation. Dick Smith’s web sales are almost double that of rival JB Hi-Fi.
The ambitious online target is achievable, Dick Smith Director George Papacosta told investors, thanks to a multitude of online channels including eBay store, Catch of The Day powered by Dick Smith, and also runs 12-hour specials on its David Jones online electronics store.
It also runs daily promos on its standalone .au and .nz sites, ‘online only’ specials and ‘hour of power’ deals that vary each day, and plans to expand online only ranges and drop ship service. The retailer sends out a multitude of targeted EDM’s including ‘sneak peak’ and ‘hybrid’ mailings to customers.
Dick Smith also wants to expand the online-only range, drop ship and store fulfillment, and currently has ‘click and collect’ capability available in all 373 stores in ANZ.
The company also plans to expand Move “fashtronics” speciality store online next year and will ship overseas, targeting a potential global customer base.
The Ternando ecommerce shipping management platform is also helping to driving the webstore’s efficiency allowing it to scale its fulfillment network quickly, Papacosta told investors.
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