T.M.Lewin has changed the way it manages its eCommerce operation, following the adoption of DynamicAction, a unique decision intelligence tool.
T.M.Lewin’s eCommerce team now use DynamicAction as the focal point in trading meetings to understand what is happening in the business and what actions each member of the team can take to affect growth and improve their customers’ online shopping experience.
While growth for retailers trading online was relatively easy to achieve in the early days, in recent years, this growth has been harder to find. The sector has become more competitive and consumer spending has fallen, forcing the players to look for more intelligent ways to boost sales. For T.M.Lewin, the answer has proved to be a greater focus on understanding and responding to their trading data, a task which is a major challenge for most retailers.
eCommera first helped T.M.Lewin to launch a new platform capable of supporting their global online presence. Once the right platform was in place, the next step was to optimise trading through the more intelligent exploitation of data. While T.M.Lewin already had a best of breed analytics tool, what they needed was an integrated view that would include data from site, marketing and operations, customer and product to see what was happening across the business as well as guidance on what specific actions they could take day by day to improve trading.
Adoption of DynamicAction has brought about a change of focus at T.M.Lewin that has led to a new strategy around team working, collaboration between departments and the exploitation of data. It has also enabled a raft of tactical actions to fix merchandising, assortment, ranging, marketing and promotional issues.
Mossman explains, “Something DynamicAction has taught us is that there’s a huge number of opportunities even within what we thought was a reasonably well run operation, and there is quite an awe inspiring number of issues which are uncovered by DynamicAction. We’ve extracted those, there’s 55 we’ve got at the moment that we’ve distributed around our team, either strategic or short term tactical actions, and they all relate to the business we do now rather than what we might be doing in the future….So rather than investing in four new sites, we think there’s a lot to be made out of our current operation.”
Today, TM Lewin serves its online customers with eCommerce solutions which includes:
- DynamicActionTM, eCommera’s patent-pending decision intelligence tool, which analyses cross-departmental trading data and recommends specific actions to improve trading
- DynamicCommerceTM—our multi-channel commerce platform that supports international sites- powered by Demandware’s industry leading digital commerce platform.
- Optimised storefront for mobile that provides a look and feel consistent with the mobile device
- Full 24/7 technical support for all online commerce technology via a single SLA
- Multi-channel delivery, including international delivery options and ‘click and collect’.
TM Lewin has a proud and successful track record selling online -- growing at a rate of 60% year on year.
'We have large ambitions to scale our online business internationally and further expand our multi-channel offering. eCommera really understand our ambitions and the challenges running a multi-channel business across international markets. They give us the flexibility we need to respond to customer demand and understand key drivers of our performance.’
Geoff Quinn, CEO, TM Lewin
Working together, TM Lewin and eCommera continually evaluate and roll out new solutions to improve the multi-channel shopping experience.
TM Lewin has been an eCommera client since 2010
About TM Lewin
Established in 1898, TM Lewin is a traditional Jermyn Street tailor, who today offers a wide range of high-quality items for both men and women via over 60 stores, catalogues, 4 international webstores and its mobile-optimised store.