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Charlotte Russe

New trends. New channel strategies.

Charlotte Russe

Charlotte Russe is a $1B fashion-forward specialty apparel retailer with 487 stores targeting lifestyle trends of young women.

CHALLENGE

Charlotte Russe was launching a new transactional e-commerce web site and sought expertise to help plan, launch, and rapidly grow the channel while developing their internal capabilities.

SOLUTION

Fry Consulting Services provided strategic consulting services and pre-launch support including business planning, performance analysis and operational management support. Fry scoped the market opportunity and developed a launch marketing plan and assisted with merchandise planning. Fry managed initial product data creation and delivery and inventory transfers to third party providers.

One year after launch of the new site, Fry conducted a performance review and a business plan post-mortem. Fry evaluated email marketing, web site functionality, and analytic capabilities and benchmarked Charlotte Russe against industry and competitor Key Performance Indicators. Furthermore, the 5-year e-commerce plan was updated based on Charlotte Russe and competitor benchmarks. Fry then developed a full P&L for Year 2 with prioritized investments.

As the engagement drew to a close, Fry provided operational growth support, set direction, and established processes, then trained Charlotte Russe staff in best practices.

RESULTS

As a result of the Fry consulting work, product content and physical products were delivered in time for planned launch. At the one year mark, revenue was in line with the Fry market opportunity assessment. At two years, investments focused on increasing qualified traffic, improving conversion, and optimizing/expanding the assortment mix.

Furthermore, Charlotte Russe pursued an Accelerated Growth Plan (100% growth in Year 2) to catch up with competitors and the industry. They were able to hit key growth goals: revenue increased 158%, site traffic was up 94%, and conversion increased 48% over the previous year.

"Fry Consulting Services was a key partner in helping charlotterusse.com become a highly successful channel immediately after launch of the new site. Their thorough understanding of business processes and their analytical approach to developing a viable, expandable business plan has lead to tremendous online success for our company." - Ed Wong, Charlotte Russe

Services Rendered:

  1. Business Consulting

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