Ecommerce Awards
Optimum Design
(External)
www.optimum-design.co.uk
Background
Optimum Design was established in 1996 and specialises in the design, development and sale of protective sports clothing, predominantly for rugby players. With a product range of over 100 articles and a customer base ranging from professional and amateur, junior to senior rugby union and rugby league players, Optimum Design sells its products wholesale via 10 agents around the UK and over 1000 independent sports retailers in Europe.
The Business Opportunity
In 1998, Optimum Design's Managing Director, Peter Moran, was encouraged to enter the world of e-commerce after speaking to their local UK online for business adviser, who highlighted the international opportunities that it created. After the establishment of a basic three page web site, Optimum Design recognised how e-commerce could increase both sales and business-to-business relationships. It was also vital to the mail order/direct mail operation that was the high margin of the business.
The Solution
With backing from UK online for business for a second time, Optimum Design developed a business-to-business strategy, ensuring a more streamlined supply chain. The company also launched a 50 page secure ordering site, to compliment the company's mail order/direct mail operation and appointed a local design company, to develop an interactive, modern looking, secure online shop.
Success
Since being named the winner of the North West heat of the E-Commerce Awards 2000 Optimum Design's profile has increased. The company has appeared in the Mail on Sunday, the Manchester Evening News and on Working Lunch. The recent upgrade to the web site has also increased brand awareness and allows Optimum Design to keep their customers aware of new products, news and developments, 24 hours a day across the world. Moving increasingly into a more global market, Optimum Design's web site has enabled customers in areas where rugby is a minority sport to purchase the latest in rugby protective wear where previously they would not have been able.
Year Overview
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The £5,000 winnings have been invested in updating Optimum Design's hardware to improve the speed at which the customer can browse the site.
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Web orders have increased by 75% on last year, prompting Optimum to establish links with distributors in Argentina, Chile, Japan and South Africa, becoming a multi-national brand.
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Since being named the winner of the North West heat of the E-Commerce Awards 2000 Optimum Design's profile has increased. The company has appeared in the Mail on Sunday, the Manchester Evening News and on Working Lunch. They also feature in a video for the treasury on e-commerce for small business.
The Future
Optimum Design's next step is to address any language barriers created by the increasing number of sales from abroad. All members of staff are currently studying language courses and the web site will soon become a fully integrated language site, accessible in English, Italian, French and Spanish.
Fast Facts
Business areas
Retail and Consumer
Sector
Textiles
Technologies
www, email, software
Size of firm
6 employees
Location
Wigan, Lancashire
Geographic impact
Local, national, international
Award benefits
Peter Moran, Managing Director of Optimum Designs, commented:
"We invested the E-Commerce Awards £5,000 prize money into the company's e-commerce strategy. To make the site more interesting for our customers we placed our most high profile rugby player, Lawrence Dallaglio, on the home page and added an exclusive 6 Nations rugby collection to the site. As a result of an increasing number of people with access to the web, and our more efficient service, we are receiving more web orders than ever before."
Advice for Other Companies
Peter Moran, said:
"Companies should not underestimate the potential of the Internet. Unique products, such as those produced by Optimum Design, can easily find market overseas. But it is very easy to get confused in the initial stages and I recommend businesses keep an open approach to new technologies coming in and importantly seek good impartial advice."
© 2005 Interforum
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