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Lojas Renner invests R$ 5 mn in IT development
08
Oct '10
As from October 13, Lojas Renner is introducing a business platform which will enhance customer communication and relationships. At an investment of R$ 5.0 million, the www.lojasrenner.com.br site will introduce items of apparel, accessories and footwear into the current mix of underwear, wrist watches and fragrances. Products offered in the physical stores will now also be available from the web.

Based on a study led by Lumens Consultoria, Lojas Renner has identified what customers look for when buying through the internet: security, ease of browsing and usability. “Focused on these three critical aspects, we have developed Renner's e-commerce in synergy with the physical stores in order to develop an even closer relationship with our customers”, explains Leandro Balbinot, Information Technology and Business Management Officer. The goal is for e-commerce to generate results similar to the annual sales of a physical store in the network.

Advantages
Browsing using filters for specific characteristics for each product – brand, price, color and size – will allow consumers to locate the item which most suits them. Available to the customer will be an album with suggestions of complete looks in order to buy the items with just a click.

A photographic studio has been built exclusively to meet the needs of the new channel and to ensure a frequent change in the composition of suggested looks as well as showing the products in greater detail through the picture variety. Besides that, the new website uses 2.0 web technologies, such as smart searches, Search Engine Optimization and semantic Q&A, allowing a better experience and agility on the product search and customers' questions.

The portal will have close synergies with the 126 physical stores which will serve as points where merchandise can be exchanged. To facilitate purchases, Lojas Renner e-commerce will offer credit facilities in up to 12 interest free installments when paid with the Renner Store Card or other credit cards. For the first purchase during the initial launch period, the online store will offer merchandise at a discount with special price and freight conditions.

Lojas Renner will also allow merchandise to be exchanged/returned in up to 30 days following purchase, therefore extending the term of 7 days permitted under Brazilian legislation. As a promotional strategy for Renner e-commerce, ten of the network's flagship stores will have display totems available for online purchasing.

A third party distribution center in Embu (SP) with a storage capacity for up to 250 thousand items has been set aside for online sales. To ensure a greater efficiency, the quality control process will encompass 100% of the offered products.

Lojas Renner S.A.

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Courtesy: India ITME

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