Fast-growing Australian retailer backs omnichannel tech

Pippa Chambers
By Pippa Chambers | 4 November 2014

As the need for ROI and improved customer segmentation intensifies, more eagle-eyed brands and CMOs across Australia are making moves to improve their in-house business operations.

Real-time business intelligence and improved visual analytics allowing for that single customer view, are becoming more and more sought after across the globe. From the likes of Marin Software to TubeMogul, plenty of ad tech companies are feeling the heat of customer demand.

After a period of strong growth, home-grown Australian online retailer of active-wear, Stylerunner, is the latest brand to invest into omnichannel software in order to better engage with consumers and streamline business practices.

Having grown faster than anticipated, moving from 11 brands (such as SukiShufu and Lorna Jane) to almost 50 and shipping to 65 countries since it launched in 2012, in order to modernise its B2C ecommerce and transform business operations to expand international presence, the brand's co-founder Julie Stevanja said it had to move into a unified cloud commerce platform.

By using omnichannel commerce software NetSuite, Stevanja said it can run its entire business from one unified cloud commerce platform and manage end-to-end business processes including marketing, e-commerce, financials and inventory management etc.

Stevanja said this modernisation effort allows the company to gain the agility, scalability and flexibility to grow and expand businesses globally, while having a real-time, 360-degree view of its customer, delivering omnichannel customer experience globally and improving business efficiency.

By making the move Stevanja said it also enables the business to carry out more detailed customer segmentation.

"The success of our business is predicated on how well we anticipate and respond to the needs of our growing international customer base," Stevanja explained.

“For example, we can create fields within our purchase orders to not only categorise by sales or product categories, but also by interests so we can analyse how profitable yoga apparel is versus running wear for example.

“We love that we can have that sort of data at our fingertips in a matter of moments as it can enable us to operate as a much more sophisticated and efficient company, far surpassing the insights that were previously available to us."

Stylerunner plans to expand globally, developing international distribution centres to improve inventory management and lower shipping expenses.

It is also planning to relaunch its StylerunnerMan website in 2015.

For more news:

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Starcom and Zenith to benefit from Publicis' first programmatic venture
Foxtel takes programmatic video advertising in-house

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