UK: Iceland investment hopes to boost online sales
Working with NCR, UK frozen foods retailer Iceland has revealed plans to invest £2.4m in a data-warehousing project to ditch the 37 separate management information systems and analyse the shopping habits of consumers.Tesco.com is by far the most popular online grocer, grossing over £5m in sales every week, but Iceland is also doing well in what is often a difficult medium to sell to consumers. In March, the company reiterated its commitment to the Internet as a selling tool, changing its name to Iceland.co.uk and, as the IS director Martin Chatwin explains; "Internet ordering is already equivalent to four or five new stores at 10% of the cost."Each of the 10.000 online orders received every week are worth an average of £60: "six times that in store and 20% higher than orders placed through our call centres," said Chatwin.With the implementation of new Teradata-based Worldmark servers, Iceland hopes to further increase its online grocery market share. Chatwin explained: "We wanted one version of the truth across the whole group, and to get a single view of what customers are buying across all our channels."
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