Do it Best revs its e-commerce engine
ORLANDO—Do it Best unveiled its most ambitious e-commerce and omni-channel vision yet, along with detailed plans to provide members “top tier” technical support to drive sales and increase traffic.
The Fort Wayne, Indiana-based co-op’s new platform–now in its testing phase and expected to launch this summer—marks a major shift in Do it Best’s approach to e-commerce. As opposed to simply making digital tools available to members, the new strategy calls for the co-op to take an active role in the heavy lifting of running an e-commerce business.
Same-day in store pick-up is one of the motivating concepts behind the new system. Some of the other features and benefits described by the co-op include:
• Do it Best Corp. is removing cost to entry to participate in the e-commerce program. Gone are the set-up fees and monthly maintenance fees. Members will be charged a fee based on the volume of sales through the site.
• The new strategy will feature member microsites integrated with Doitbest.com. Members will have the option of controlling their home page and promoting unique merchandise, but Do it Best intends to handle critical tasks including design, analytics, marketing and search-engine-optimization.
• Profit from ship-to-home product sales at Doitbest.com will go to the nearest participating store even if that store had nothing to do with the sale.
The unveiling of the platform, put the spotlight on one of the co-op’s relatively new executives, Allison Flatjord, who took on the role vice president of e-commerce in January. Flatjord played a central role in the market kick off presentation.
“If you're going to compete and win today, it gets pretty complex pretty fast,” she said. “We are going to be delivering the online experience your customers expect, and an online experience designed to deliver growth.”