Jigsaw e-sales soar on back of ship-to-store tech

By

Sandra Halliday

Published
Apr 24, 2019

As online shopping continues to disrupt physical store operations, retailers that make the most of the synergies between the two channels are most likely to prosper and news this week that Jigsaw has seen an e-sales spurt on the back of omnichannel strength underlines this view.

The retailer has seen its web sales rising by a third after implementing omnichannel technology that enables e-tail orders to be shipped directly from its store estate if the items are unavailable online. A portal has been implemented throughout Jigsaw’s store network and has been tailored to Jigsaw’s own needs.

It said its online transactions increased by 32% over the first 11 months after implementing the technology and it also saw conversion rates rise by 29%.

The retailer gave a briefing in London this month on the subject, along with its tech partner OneStock, and with the room full of senior personnel from a raft of its fashion retail rivals, as well as beauty retailers, it’s clear that the wider industry is keen to maximise sales by making both stores and webstores work together.

Jigsaw has used OneStock to unify its web and in-store inventory, giving online customers access to its entire product range. Each Jigsaw location now sends put an average of 100 products a month and the process both allows store staff to make productive use of down-time, while also seeing them incentivised to fulfil as many web orders as they can.

“Shipping from store has greatly strengthened our omnichannel capabilities,” said Sonja Cavor, Head of E-commerce at the chain. “Online shoppers benefit from access to stock wherever its sits, while our stores have more room to display new collections. We've seen a cultural shift within the business from ‘shop floor versus online’ to working together to do what’s best for our customers.”