The underwear manufacturer has increased its product offerings, using eBay as an online outlet.
Stefany Moore , Senior Editor, Research
Underwear manufacturer Jockey International Inc. says it has tripled sales on its eBay store since implementing ChannelAdvisor Corp.’s Guided Marketplace Solutions program last April.
ChannelAdvisor’s technology for uploading product information to eBay simplified Jockey’s listing process, allowing the retailer to increase SKU count and process more orders, says Jockey.com operations and fulfillment manager Shawn Burwell. “ChannelAdvisor’s user interface made it easy for us to scale up quickly on eBay, so that we now have a fully branded eBay store and are in a better position to manage our products,” he says.
Unlike such competitors as Calvin Klein and Tommy Hilfiger, whose eBay storefronts sell the same merchandise as their e-commerce sites, Jockey uses its eBay store to sell off overstock, out-of-season merchandise. The underwear retailer also participates in the daily deals that eBay offers on its marketplace.
“As a manufacturer, it’s definitely a good opportunity for us,” Burwell says. “It’s a different strategy and it’s working. We are averaging about 300% improvement year over year.”
Jockey, No 370 in Internet Retailer’s Top 500 Guide, also has implemented ChannelAdvisor’s Managed Comparison Shopping solution, which takes a daily product feed from Jockey.com and broadcasts it to comparison shopping sites, decreasing the need for in-house IT resources.
“The beauty is that before we had interfaces with each of these engines, but now we just have one feed a day to ChannelAdvisor and they send it to all of them,” Burwell says. “It takes a load off of us and is a strong ROI.”
Scot Wingo, CEO of Channel Advisor will speak at the Internet Retailer 2011 Conference & Exhibition in a session entitled, “How does Amazon do it? An in-depth look at e-retailing's pacesetter.”