When Decjuba was born in 2008, it was with a mission to make effortless fashion accessible. In the ensuing 16 years, it has opened 150 stores in Australia and New Zealand and now ships its clothing internationally through its burgeoning e-commerce presence.
As it grew, it was essential to never lose sight of its mission. To ensure that its e-commerce offering was as effortless and accessible as its fashion, it turned to Shippit.
One of its key early challenges was fulfilling all of its online orders from a Victorian warehouse. Naturally, this presented some geographical limitations that impacted shipping times, making it difficult to offer the prompt and seamless experience that customers have grown to expect if they weren’t living close to the central warehouse. Partnering with Shippit allowed Decjuba to implement “ship from store” from many store locations. The benefit of doing so is unlocking more inventory, getting closer to more customers, and speeding up fulfilment and delivery.
For example, after activating ship from the store, its first order was for puffer vests out of a Queensland store – over 1000km from its central warehouse in Victoria.
“Given the warm weather at the time, the vests would have ended up heavily discounted in an outlet, but they were able to move that stock to a customer in Tasmania, which was great,” says Steven Crisapulli, GM of technology at Decjuba. “It was just instantly showing us a reward for all the work.
“From a financial point of view, it has been a success in that we’re able to clear stock more easily. When you have a new season coming, you have to clear what you’ve got, and often that’s done by heavily discounting. Partnering with Shippit has taken a bit of the pressure off that.”
When evaluating the best way to implement “ship from store”, Decjuba started with their Enterprise Resource Planning (ERP) and Point of Sale (POS) system – Apparel21. Fully integrated with Shippit, Decjuba found the partnership to make perfect sense. “Full integration makes it really easy for in-store staff to generate labels straight from our POS using Shippit,” says Crisapulli.
Today, the post-purchase experience has the second most significant impact on which brands consumers shop, trailing only product price, according to Shippit’s research. Moreover, half of shoppers won’t return to a brand if they experience poor delivery. Recognising the impact of delivery on loyalty, Decjuba relies on Shippit to offer its shoppers a choice. For example, delivery options and shipping fees are crucial in shoppers’ decisions.
For Decjuba, offering more at checkout – while balancing the cost and operational demands – has become a key factor in driving cart conversions and boosting sales.
“Using the rules engine in Shippit also allows us to look at different carriers to deliver our products, allowing customers the flexibility to prioritise delivery speed or cost-efficient delivery,” Crisapulli continues. “Implementation of Shippit has been a big success at our company.”
What started as a trial with half a dozen stores has now ramped up to 80 stores in Australia, with 12 more about to be turned on in New Zealand.
“Given the robust integration that Shippit has into our ERP system, it was a very simple process to turn it on and roll it out to all of our stores coming into the peak trade period. We see Shippit as an integral part of our full omni-delivery channel to get products to our customers easily,” says Crisapulli.
For Decjuba, even as its retail empire grows – with an unwavering commitment to its principles and customers – the brand ensures that effortless fashion is accessible, whether its shoppers are in-store or ordering online.
