Guthy|Renker Europe selects new e-commerce platform
'Infomercial' retailer re-platforms to relaunch over 70 branded e-commerce stores across Europe
Guthy|Renker, the direct marketing company headquartered in the US, achieves $1.8 billion in sales across 68 countries annually through feature TV advertisement sales of brands that include Proactiv, WEN Haircare and make-up line Sheer Cover.
It chose InventCommerce following a detailed e-commerce platform analysis phase to evaluate the correct e-commerce platform approach to support the relaunch of all of its online stores into a single enterprise e-commerce platform.
Legacy platform lacks agility
Guthy|Renker Europe currently runs a bespoke built e-commerce platform. It needed to ensure it could stay agile and adaptable in order to support the European markets it operates in.
It wanted to manage the delivery of multiple brands across multiple geographies, therefore its new platform also has to be flexible and scalable to accommodate the demand from consumers. This, coupled with the complexity of integrating varying, sophisticated recurring billing and shipping systems for every geography makes the project very challenging.
Matthias Epp, managing director of Guthy|Renker Europe, said the provider's expertise with different e-commerce systems and multi-country implementations impressed from the outset.
“InventCommerce quickly emerged during the selection process as our preferred partner for this project," he added. "We value their hands-on approach and their willingness to deeply immerse themselves into our multichannel business model and rapidly evolving customer expectations.”