Wiggle gears up global online push
Wednesday April 9 2014
International payment offering helps UK hi-tech bike and sportswear retailer achieve rate of 60% international shoppers in support of online growth
Sporting goods retailer Wiggle recently announced notable success to date in boosting international sales with payment service provider (PSP) and Ingenico company, Ogone.
Offering a range of hi-tech sporting goods, Wiggle’s name as a quality sports retailer is now prevalent in markets such as The Netherlands, Germany, Belgium and Austria, supported by the bespoke Ogone Collect service.
Before Ogone, Wiggle experienced rapid success across European territories, but was becoming increasingly aware of the growing number of different global payment methods available. It recognised the need to localise its approach, to gain an understanding of how customers wanted to pay as well, as how they could navigate around the site.
Considering its initial success via Ogone Collect in The Netherlands in 2010, Wiggle chose to further its reach with the solution in 2012 to boost sales in Germany, Belgium and Austria.
Offering local payment services
Ogone’s bespoke online payment service for Wiggle includes customised individual country pages displaying popular payment options specific to that country, as well as local languages and currencies – to provide a familiar and therefore trustworthy payment experience from start to finish.
Justin Lodge, European territory manager at Wiggle, said: “The flexible, tailored approach that Ogone offer has resulted in the integration of 11 different sites in 10 languages to date, which has really helped establish Wiggle as a truly international brand.
"At present, 60% of our new customers are outside of the UK, proving our review and further investment in the Ogone Collect solution a crucial move. The different regional payment options that Ogone offer maximise our global customer base, and allow us to understand different payment cultures and their trends.”
Another element of the Ogone approach is the ‘in-app’ mobile payment capability that is enabled via provision of its software developer kit. The provider said this enhances the customer experience and reduces purchase abandonment as there is no need to open a separate browser to make the payment.
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