Barkers goes Black in new campaign, acknowledged for e-commerce success

Every man and his dog is trying to get a piece of the rugby pie at the moment, some officially, some not so officially. Barkers is the official formalwear supplier to the All Blacks, and to leverage its sponsorship it’s just launched the ‘Not Any’ campaign. But wait, there’s more: Barkers has also been named as the only New Zealand finalist in the Australasian Online Retail Industry Awards (ORIAs), the only awards in Australasia that recognises and rewards excellence in ecommerce retailing.  The newspaper, online and window-display campaign, which features All Blacks Conrad Smith, Israel Dagg and Liam Messam doing their best impressions of smouldering, awfully serious male models, was created by Auckland graphic foundry Switch and Bullseye Media. It follows on from the Ted Commandments campaign, which featured All Black coach Graham Henry doing his best impression of a smouldering, awfully serious male model and was launched during the Tri-nations.

As for the digital accolades, www.barkersonline.co.nz has worked with ecommerce specialists Solutionists since 2007 to deliver and enhance their website, and it will be up against five Australian companies, including Dick Smith, in the Best Multichannel Retailer category at the ORIAs.

“Online customers expect to interact with a physical branch and the online store in the same way,” says James Gilbert of Solutionists. “Loyalty status, promotions, stock availability all need to be integrated seamlessly across all outlets. Integrating the webstore with the retailer’s point of sale software provides the ideal customer experience with no extra work for the retailer.”

“The website has consistently performed above expectations for us at Barkers,” says Barkers online manager Duncan Greive. “We have experienced four consecutive years of sales growth, to the point where the website turns over enough to match a medium-sized retail store. On our periodic VIP days, when our company can do a phenomenal amount of trade in 24 hours, the website is often the top performing store in our arsenal. Visits are up five percent over the previous year, and we have increased our average transaction value by 21 percent in a climate when many retailers are struggling to hold in this area.”


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