Multi-Channel Retailing
The internet, the digital world, the World Wide Web. Whatever you call it, it’s an incredibly exciting place to be as a retailer. Especially one as innovative and forward-thinking as Clarks. Leading the digital charge is our Virtual Retailing business function. Online, or as we call it Multi-Channel Retailing (MCR for short), is the fastest growing sales channel in the business. Last year alone, it grew by 60%. This year? Next year? You won’t be surprised to hear us say that we’re expecting even bigger things.
For our Virtual Retailing business function, it’s all about new ideas, moving fast and making the very best use of emerging technology and trends. Our e-commerce websites in the UK, Europe and the US allow customers to buy our shoes, bags and accessories when it suits them. But we won’t stop there. We’re constantly looking for inventive ways to connect customers with our products. For example, we’re using redirectional advertising to promote our shoes online.
We’ve also launched in-store ordering kiosks, allowing customers in a Clarks store to browse and order from our entire product range. For us, it’s all about taking our products to our customers. And that’s why brave, innovative thinking is so important. We’re currently looking at mobile technology, and how we best use it to allow our customers to browse our products from their phones.
Typical roles include ...
- Web Merchandiser
- Strategy and Development Manager
- Web Operations Manager
- Content Editor
- Digital Brand Manager
- Online Marketing Assistant
Spotlight on an ... Online Marketing Assistant
Online. The new frontier for retailers - and the big challenge for our Online Marketing Assistants. Join us and you’ll help to support the seasonal press and TV campaigns we produce, making sure that our marketing communications are fully integrated. There’s lots to be done.
You’ll be involved in everything from writing creative briefs and then briefing digital media teams, to general project management, pulling reports on current campaigns or writing strategies for upcoming seasons.
You’re at the bleeding-edge of retail here, and your work will have a direct impact on our sales. And another beauty of digital communications? You get to see real results really quickly.
Spotlight on an ... Acquisition Marketing Executive
Acquisitions Marketing Executive. Sounds impressive and makes a very impressive contribution to our business too. Basically, you’ll help to run the Clarks Affiliate Programme and support the Acquisition Marketing Manager with the rest of the acquisitions channels. That’s things like search engine advertising (PPC SEA), search engine optimisation (SEO) and digital display advertising. Together, they contribute approximately 60% on average to Clarks’ online sales - quite a contribution!
You’ll look closely at trading figures and work out which acquisitions channels have worked well and which ones haven’t worked quite so well. That’s really important for the business. We need to make sure that Clarks digital display advertising is working as effectively as it can, and that we’re spending our budget in the best way possible. It’s about optimising our acquisition marketing channels to gain the highest number of orders possible within budget.
A large part of your time will be spent liaising with others, whether that’s with our website’s Visual Merchandisers to make sure we’re promoting relevant products, or with our design team to ensure we’re producing creative work such as banners for affiliate sites.