Paul Carroll Partners With eStar to Elevate its Online Experience

April Davis By April Davis | 21 Nov 2018

Paul Carroll has committed to improving its online customer experience, as the company looks to expand its presence across the country through a new partnership with eStar.

The cross-channel footwear retailer is reportedly looking to take its e-commerce presence to the next level, with the company’s Managing Director, John Carroll, saying the business is “looking to expand [its] footprint across Australia while providing a state of the art shopping experience to both wholesale and retail customers”.

According to IBIS World’s Australian research, the online shoe industry has flourished in the last five years, with industry revenue expected to reach $510.5 million by 2019. To capitalise on this profitable market, Paul Carroll is working with e-commerce solutions provider, eStar to transform its online footprint, ensuring a seamless cross-channel shopping experience for its network of customers across the country.

As part of the new partnership, eStar is reportedly building the footwear retailer a new wholesale website, while customising the company’s B2C and B2B website to ensure a seamless customer experience, drawing on analysis of the brand’s customer-base and their behaviours, while also translating what makes a good in-store experience for the brand into a strong digital experience.

“eStar will help unlock much-needed scalability and flexibility to cope with business growth. This enhancement will also set us up to roll out new initiatives to customers quickly while improving processes and acquisition strategies,” Carroll says.

According to Andrew Buxton, the chief executive of eStar, the rise of omnichannel shopping is seeing more demand than ever before for retailers to provide a strong CX across every touch point.

“Customers are increasingly demanding a variety of fulfilment options to suit their convenience, such as find in-store and click-and-collect, among other shopping patterns,” he says.

“Retailers like Paul Carroll need to have scalable and integrated e-commerce solution to satisfy the varied customer demands and provide a seamless end-to-end experience for making purchases, payments, and managing the after-sale process.”

Paul Carroll’s new online experience is expected to launch in the first half of 2019.

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