Becoming a digital leader
Shop Direct can trace its roots back more than 100 years, to the early days of mail order retailing in the United Kingdom. Today, with more customers choosing to shop on their mobiles, the company has left the paper mailings behind to become the second largest pure-play digital retailer in the United Kingdom. Its well-known brands, which include Very.co.uk and Littlewoods.com, sell everything from clothing and toys to furniture and electronics through mobile-optimized digital channels.
In the mail order days, Shop Direct teams of more than 180 creatives produced massive 1,400-page catalogs twice a year. Today, the creative expectations have shifted to align to the fast-paced world of e-commerce. Rather than two large annual deadlines, the creative teams are expected to act quickly to market new products and provide customers with the latest deals and trends.
“Now that e-commerce is the mainstay of our business, our technology requirements have completely changed and the bespoke systems we created for catalog production are obsolete,” says Derek Boyles, Head of Creative at Shop Direct. “As we transform our business, we need the best creative technology to meet our new challenges.”
More than 70% of all transactions on Shop Direct sites are performed on a mobile device, which reinforces the company’s mobile-first strategy while making it necessary for the company to expand on its use of Adobe software with Adobe Creative Cloud for enterprise. Through Creative Cloud, Shop Direct gains access to a wide selection of digital-first and collaboration tools.
“Our ambition is to become a world-class digital retailer,” says Boyles. “We need creative technology that can keep pace with the challenges of online retailing. Adobe is the market leader and the partner we need.”