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In 2007, C&A and Wehkamp started working together in an unique alliance between the online Dutch department store and fashion chain. C&A recognized the future growth opportunities of multi-channel retailing and rather then investing capital and resources they preferred to partner with one of the largest Dutch online retailers. Paul Nijhof, CEO of Wehkamp presented the case in the afternoon of the first Global eCommerce Summit in Amsterdam.
Competences are shared, both online and offline, Nijhof explained. Wehkamp takes care of website content, photos and marketing, logistics and return, payment and credit and customer call center. C&A selects the assortment, but based on experiences of online consumers. C&A is of responsible for its branding and offline promotion, which includes online marketing and even C&A TV-commercials, which include both brands.
On lessons learned Nijhof talked about the faster uptake of online campaigns in comparison to offline campaigns. Even though building assortment for online is different to offline, Wehkamp is able to tell C&A what the online fast movers are, which C&A takes into account when stocking the shelves. And most important for both parties: store and online campaigns are more complementary in revenue sales than previously thought.
