Superdry launches new European sites

Tokyo-inspired urban clothing brand Superdry has stormed the fashion world since their launch in 2003, with an international celebrity following and online sales to more than 30 countries worldwide. 

A key challenge for the brand has been to create intelligent, inspiring search and merchandising functionality on a multi-lingual platform across seven international sites.

Chris Griffin, Head of Ecommerce at Superdry, selected Locayta Freestyle Merchandising after careful research. “It's essential that Superdry's international sites can compete effectively with localised providers” he explains. “It's not just about branding, it's about fully integrated localised communication. Before we discovered Locayta our visual merchandising was manually controlled and generated clunky, cumbersome results."

"We were impressed by Locayta's unique ability to achieve fully automated visual merchandising and fast multi-lingual search results no matter what the geographical location. We felt they were head and shoulders above the rest.

Locayta Freestyle Merchandising is a flexible way to recreate the power of high street product displays online. The technology can handle any level of sophistication from simple product sequencing to balance factor weighting, which enables retailers to prioritise products according to metrics such as stock levels, newness, popularity and profit margins. 

The software can perform automatically according to the client's configuration, but also allows users to input manually when required. Search results can also be weighted with balance factor, whilst intelligent navigation, spell correction and auto-complete functionality provides accurate search results and virtually eliminates the risk of failed searches.

“Locayta offered the perfect combination of tools to control our search and merchandising” says Chris. “Their technology delivers the same high grade performance regardless of which country the site is operating in. We have experienced some real wins – our merchandising is much more effective and easy to manage, plus the system has undoubtedly driven revenue. The ability to maintain superior search and category performance on a totally multi-lingual basis has generated phenomenal, if not unprecedented success for us. Our international e-commerce strategy has experienced four figure growth. We're now aiming to roll out Freestyle Merchandising to eight further international sites in the next few months.”

We were impressed by Locayta’s unique ability to achieve fully automated visual merchandising and fast multi-lingual search results no matter what the geographical location. We felt they were head and shoulders above the rest

Read more about Locayta Freestyle Merchandising