By  on October 15, 2009

A late bloomer in e-commerce, Char­­lotte Russe wants to make up for lost time.

“We’re late to the game, so how do we become relevant? How do we stay relevant? How do we cater to our customers’ needs?” said Craig Gillan, director of e-commerce at Charlotte Russe, which was taken private by Advent International Corp. this week.

The specialty retailer went live with its shopping Web site in 2007 and is trying to be more competitive by keeping the site streamlined, helping consumers go on virtual shopping trips and engaging customers on their smartphones.

“We’ve got the product, but product anymore doesn’t necessarily mean that you’re relevant,” Gillan said. “It doesn’t mean that she’s going to come to your site or, when she’s on your site, that she’s going to buy.”

See a quick video highlight of Craig Gillan explaining the importance of giving customers options>>

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