(Filed Under wholesale Lingerie News). Oh La La Cheri, the Miami-based lingerie firm, is in the midst of an ambitious revamping of both its internal business management software as well as several aspects of the web platform that retailers use to interact with the company.
“When we launch the new website and systems in July, we will be able to react much faster and efficiently to all of the needs of our customers, the retailers, the buyers. They will get their deliveries faster, they will get answers from us faster,” declared owner Nicolas Attard. “Overall, these changes should allow us, as a company, to continue our double-digit annual growth.”
At the heart of the change is new enterprise resource planning (ERP) software for the company. It allows Oh La La Cheri to share “not only live inventory information with customers, but much more than that.” Using the new web interface, “buyers will be able to place orders and see all aspects of their accounts including the status of deliveries and payments.”
The new platform will “increase turnaround speed and reduce mistakes, as well as make our company easier for buyers to work with.”
According to Attard, “we are planning to distribute a lot of marketing offers on the website” to buyers, and the new system will become an important and more efficient way of communicating all types of information with customers.
The new website will be a “heavy duty media center” with which to provide stores catalogs, images and videos. Oh La La Cheri is re-designing the presentation of the graphics and company image, “and we are completely re-writing the description of all the styles.”
To raise the company profile in the market, “We have hired a marketing agency that is helping make us more visible on all the search engines. We are partnering with bloggers and raising our profile on social media. We are looking to make Oh La La Cheri a real brand,” continued Attard.
While the company had its origins in the sexier side of the market, its owner emphasized, the brand is now “penetrating the mainstream market very strongly,” which is accelerating its growth. Meanwhile, the sexy side of the business continues to expand. “These new marketing efforts will further increase our visibility to all consumers and retailers.”
This summer Oh La La Cheri will be showing at the Curvexpo shows in New York and at the Mandalay Bay Convention Center in Las Vegas, as well as at the International Lingerie Show in September.
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