Casual shoe manufacturer Crocs Inc. is taking a big step further into B2B e-commerce.

The company has rolled out a global business-to-business e-commerce initiative based on a new e-commerce technology platform. The technology, from PlumRiver LLC, is designed to improve Crocs’ wholesale retailer merchandising program as well as sales growth, the company said today.

The new B2B e-commerce platform includes a retailer web application from PlumRiver with features such as expanded product search, dynamic product imaging, real-time inventory visibility, customer relationship management, custom ordering, product promotions, sales incentives, cross-selling, sales data reporting, customer invoicing and payment processing.

“Crocs was seeking to create a holistic global solution to expand our B2B e-commerce capability with our valued retailers and distributors to support and fuel continued sales growth while strengthening our brand and category leadership,” says Dan Sawyer, Crocs vice president of business operations and customer engagement.

PlumRiver’s e-commerce platform includes digital merchandising tools, such as digital catalogs and order entry, which PlumRiver gained through the 2016 acquisition of Elastic Suite.

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Crocs sells its footwear through wholesale distributors, retailers, company stores and directly to consumers on its website, Crocs.com.

For the first nine months of fiscal 2016 ended Sept. 30, Crocs reported:

  • Global wholesale revenue of $465.35 million, down 7.1% from $500.73 million in the same period last year.
  • Global retail sales of $285.94 million, down 3.6% from $296.76 million.
  • E-commerce sales (to consumers) were $97.56 million, up 15.5% from $84.47 million.
  • Total sales were $848.86 million, down 3.8% from $881.95 million.
  • Net income of $24.15 million, compared with a net loss of $13.02 million in the prior year period.

Crocs does not break out wholesale e-commerce sales.

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