“E-commerce was built for online multi-brand retailers shipping from a few huge warehouses,” adds Centra CEO, Martin Jensen.
“It was not designed for brands with an existing and complex retail network of wholly owned stores, franchises and wholesale partners. It was also logistically absurd and environmentally negligent.”
Nudie Jeans partnered with Centra to build an e-commerce business that integrated all sales channels, ultimately creating an ecosystem where a customer can order online but have it picked, packed and delivered from a local bricks and mortar store. And returned there, if needed.
As back up, the item is reserved from the main warehouse if no local stores can fulfil the order.
“How can it be that you order a pair of jeans that might actually be in stock in a store a five-minute cycle away. but end up being delivered, by air, from a completely different country?” says Jensen.
“And if they don’t fit, they get shipped right back. It’s bad for the environment and you have to wait longer for the product to arrive.”
Centra and Nudie began by rolling out a workable version, starting with wholly owned stores before connecting wholesale partners and franchisees.
In order to connect hundreds of wholesale customers into the new system, Centra had to work across and around many different PoS systems and ensure that it was easy to understand and use.
It also incorporated multiple local taxes and customs capabilities as well as many different last mile logistics.
2022 RTIH Innovation Awards
Nudie Jeans has been shortlisted in the Bricks and Mortar Innovation category at the 2022 RTIH Innovation Awards.
It has made the cut for working with Sitoo as its PoS and unified commerce platform.
The winner will be revealed at an exclusive event in central London on Tuesday, 6th December.
RTIH Editor, Scott Thompson, says: “Innovation and technology play a critical role in the success of the retail sector, so it is great to recognise standout examples through our awards.”
“Thanks to all those who have entered the 2022 event. We received a record number of submissions and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.”
“I’m now looking forward to announcing the winners at our central London event in December.”