Ecommerce at The Warehouse: Big red e-sheds

  • Technology
  • September 24, 2015
  • Sarah Dunn
Ecommerce at The Warehouse: Big red e-sheds

The Warehouse’s website has an enormous number of SKUs on it, and it’s hugely popular with Kiwi consumers. Tell us about the back-end systems that enable the business to handle online shopping at this scale.

It’s really an extension of one of the group’s core competencies, which is its supply chain management. You are right that the scope of SKUs is a challenge for online fulfillment. However, our stores, distribution centres and our supply chain management is what has made The Warehouse a leader in its field. So while there are new challenges and things to learn, we are fortunate that many of the key building blocks are part of what we already do very well.  Another thing we know is that supporting over 800,000 Kiwis visiting our site each month requires not only good technology but great people, we have a lot of those already and as we grow we are always on the lookout for more great talent.

What’s the relationship between your stores and the website? We understand click and collect has been a big success. What are your expectations for its growth?

Yes, click and collect is going very well, it’s now well over 20 percent of online sales at The Warehouse and some weeks 30 percent; it’s a good example of our integrated approach and giving customer options. That’s what we mean when we say our digital approach is now embedded in the business, and why we have a goal of being New Zealand’s leading digital retailer.

Our retailers relate very closely to their websites and online stores as central to their offer. Teams in store use our websites to help customers, and online customers, I think, gain confidence from knowing there is a store network nationwide if they do have any issues or can’t find what they want. Each supports the other, and this is the benefit of a bricks and clicks approach.

Tell me about your personal preferences around ecommerce sites. Did these preferences change after The Warehouse’s ecommerce operation went live? How so?

I browse and shop on a range of different sites (I really like what Warby Parker in the US have done in extending a pure-play business into a bricks and clicks offering) as we’re constantly on the lookout for best practice around the world and look to translate that back to our business where appropriate.  

This story was originally published in NZ Retail magazine issue 739, August/September 2015.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Idealog + Studio ZQ launch Wool-ovation competition: Enter now

Idealog is one of the few media brands dedicated to celebrating New Zealand’s special brand of creativity. We've teamed up with the New Zealand Merino ...


Sharesies investment platform joins the NZX

  • News
  • June 25, 2019
  • Courtney Devereux
Sharesies investment platform joins the NZX

Investment growth platform Sharesies has had a busy year in 2019, becoming B Corp certified earlier in April, and now has become an NZX participant starting this July.

Read more

Capitalise on today and invest in tomorrow at the Retail NZ Summit and SME Forum

New Zealand’s leading retail trade organization, Retail NZ, works year-round to assist its members with retail advice, benefits, industry intel and education. This July it’s ...


Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...


Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit