Dion Lee increases sales by over 1,000% following the launch of endless aisle, with speedy delivery and uncapped access to global inventory the key drivers behind the upswing in sales.
Award-winning fashion designer Dion Lee has a global following. With seven Australian stores and garments sold in over 40 of the world’s most exclusive retailers, including online platforms Net-a-Porter and Farfetch, the brand is acclaimed for its contemporary tailoring and luxurious fabrics.
Each online and offline store presents a carefully curated range tailored for customers, which means not every location has the same styles.
In the past, inventory was held at a single physical warehouse in Sydney. With small production runs for each design, the warehouse only held a limited proportion of the full inventory. This restricted the numbers of garments available for purchasing from online stores and made it difficult for the business to quickly respond to changing demand.
Dion Lee’s IT and digital teams, with the direction of Shane Lenton, founder of Unified Commerce, implemented a unified commerce strategy to create the immersive and frictionless experiences its customers expected.
In late 2018, the retailer launched ‘endless aisle’ capabilities that give shoppers access to its full inventory from any touchpoint, including the warehouse, e-commerce site, seven Australian stores, concessions, boutiques, online retailers and a customer care team.
It also introduced delivery from stores to any location globally, including nationwide 3-hour delivery and 30-minute click-and-collect services provided by stores.
Now, with a ‘buy anywhere, fulfil anywhere’ strategy in place, coupled with flexible and fast delivery options that suit a range of different customer needs, Dion Lee’s global customers can access the brand’s entire inventory from any touchpoint, rather than just the stock available in its warehouse.
‘Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo sit voluptatem accusantium.’
Following the move to uncapped global inventory, overall access to inventory increased ten-fold, leading to a tripling of conversion rates and a 1,000% increase in sales within the first week.
The latest collections are now available to customers very quickly – the distributed fulfilment solution is far more flexible than the earlier warehouse-based model. And endless aisle not only significantly reduces the time taken to deliver customer orders, it drastically reduces fulfilment costs.
By providing a compelling mix of convenience, speed, exclusivity and cutting-edge design, Dion Lee is rapidly expanding its customer base and growing the brand worldwide.