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Case studies The London 2012 Shop

The London 2012 Shop

case study

The London Organising Committee of the Olympic Games (LOCOG) needed a partner with eCommerce expertise to fully manage an online store to sell promotional merchandise for the summer 2012 Olympic and Paralympic games, including everything from merchandising, to marketing to fulfilment. 

Within six months eCommera had built the transactional platform, hand-selected merchandise, completed product photography and copy, set up a dedicated warehouse operation and integrated an order management system to the webstore and call centre.
 
Today, LOCOG’s commerce solution includes:
  • A multi-channel commerce platform with integrated payment gateways and optimised storefront
  • Managed merchandising including product selection, photography, copywriting, price management, sales and stock forecasting and inventory management
  • Marketing services including PPC, SEO, retargeting, email marketing, affiliate and promotions management
  • Outsourced fulfilment including warehouse set-up, courier services and returns management
  • Managed customer services, covering multi-touch point communications and issue resolution tracking 
  • Weekly data analysis and reporting for continuous optimisation by eCommera’s Insight Services Team
  • Intelligent Trader, eCommera’s patent-pending decision support tool, which analyses cross-departmental trading data and recommends specific actions to improve trading
  • Dedicated commerce team staffed by industry veterans and 24/7 availability and performance monitoring. 
Today, the London 2012 online store has over nine hundred products across twenty-five categories and serves an international audience of collectors and enthusiasts. Sales have been growing steadily month on month as the games approach and are expected to peak two weeks before the games begin and then remain high until the closing ceremonies.
 
eCommera runs the site in consultation with LOCOG and is continuing to add new functionality and run new promotions in preparation for the games.
 
LOCOG has been an eCommera client since 2009.
 
 

About LOCOG

The London Organising Committee of the Olympic and Paralympic Games (LOCOG) is responsible for preparing and staging the 2012 Games.