Boohoo is creating ‘up to 300,000’ SKUs a day with new data solution

Boohoo is creating ‘up to 300,000’ SKUs a day, improving the customer journey and accelerating growth across all 13 of its market-leading fashion brands.

The global fashion ecommerce retailer has partnered with Akeneo for a bespoke product data solution which has allowed the business to focus on improving operational efficiency as well as speed to market.

The new product information management (PIM) solution allows the online retail group to access centralised product information across its entire portfolio, which includes boohoo, boohooMAN and Pretty Little Thing, as well as the recently acquired British heritage brands, BURTON menswear, DP.com (Dorothy Perkins) and Wallis.

The rapidly growing number of SKUs on offer across the business had outgrown boohoo’s legacy enterprise resource planning (ERP) system. This meant the business had limited control over product data and customer feedback, which in turn was negatively impacting the online shopping experience.

Akeneo’s solution helped Boohoo create one platform that all brands could plug into, across technology, systems and processes, unifying data right across the retailer’s business.

READ MORE: Boohoo settles US class action after misleading customers on pricing 

“A big ethos of the business is ‘fast’ – fast in terms of spotting trends, developing new products and going to market,” said boohoo’s head of innovation Will Clayton.

“We now have a single source of truth for all product data and that not only gives great speed, and more consistent and better-quality product information, but also affords us the flexibility across category and product type within our portfolio of brands.

“The other big benefit is scale; on a standard day, we can create 60,000 SKUs within Akeneo’s solution, but during peak periods, we’ve been able to scale this up to 300,000 in a single day.”

Technology director at boohoo Group, Steven Nolan, added that the “biggest benefits have been around speed and efficiency”, highlighting that the move from a wholly manual process has dramatically reduced the time it takes to list a product online, from 10 minutes down to 30 seconds.

“We’re seeing huge efficiencies and huge savings for our business now.”

Akeneo CEO Fred de Gombert also commented: “Consistent, accurate and accessible information is critical in supporting the operational excellence needed to drive growth.

“We’re delighted to see boohoo evolve their operations and that they are seeing it deliver the pace and scale to meet their commerce growth objectives.”

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