Hotter sought a partner to help deliver on its long-term ecommerce strategy and ambitious online growth target of 20% over the next year. The manufacturer was looking for a solution that was quick to implement and that offered sophisticated functionality for both the short- and long-term – and which it could manage on a day-to- day basis itself.

Salmon used IBM’s WebSphere Commerce environment to introduce a flexible, contemporary branded design that allows marketing teams to make changes using merchandising “hot spots”, matching retail print and advertising campaigns. Hotter can also produce additional transactional, promotional and community sites itself simply and at low cost.

User-generated content has been integrated too and merchandising improved with PowerReviews, giving customers informative, trusted and personalised reviews on products. Google Analytics has also been deployed, tracking customers’ journeys and interactions with the site to enable optimisation for increased conversion and loyalty.

With the new platform in place, visitors are spending 60% more time browsing the site compared with the same period the year before. Day One saw an average of 1000 visitors per hour (almost four times the volume on the previous week) – and in the first five days of the website, visitor figures were almost three times the previous year's level.

We now have an ecommerce platform which will scale to meet our growth objectives and which we can manage ourselves day-to- day. With the new website in place we are already benefitting from improved search engine rankings, an enhanced customer experience and more sales.

Lisa McCarten

Marketing Director, Hotter Comfort Concept Shoes

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