pinkcatshop is an etailer that has successfully transitioned its business model from bricks and mortar to bricks and clicks, to click only in order to meet the changing nature of shopping trends. This story outlines how it made the transition. pinkcatshop extends the tradition of a family owned and run business that goes back four generations to 1901. Pinkcatshop serves a global audience of customers with an appetite and great taste for the new and original.
  • Category: Toys & Fancy Dress
  • Challenge: Multichannel, transitioning the business
  • Results: Immediate revenue spike of 20%
  • Benefits: Speed to market
The Value of True Integration

Richard Rhys Davies, Director, pinkcatshop: “We started our Internet business in 2006, but by 2009 it was clear we needed something to manage all the other places where we wanted to put our products. When it comes to online selling, you have to be able to manage the two key marketplaces, eBay and Amazon. It’s where all online shopping gravitates to and I don’t see that situation changing. People may window-shop on your website but then they might buy on Amazon for example.

“In the beginning we were quite green and went with a local outfit. In the end, though, Volo were the ones that we felt had genuine Amazon integration. I thought their culture was a good fit for us too; they seemed to be people like us, people who’d done a lot of ecommerce themselves. As far as I’m concerned, Volo were the first to enable the Amazon integration. The Volo platform is always evolving. Not just with individual features, but in major areas like analysis and reporting.”

The Building Lives On

“We closed our shop on the High Street in 2013. It was a tough decision emotionally, but not financially. It simply wasn’t profitable anymore as a physical store and had run its course. We’re a bit like the old independent department store on the high street, and the market, especially for our category, has moved online. Now we use this building that has served us for over a century to run our business and provide our warehousing.

“We couldn’t do what we do without Volo being able to automate things. I’m not just talking about staffing levels here, it’s to do with the whole business process, warehousing, printing orders, pick-lists, everything. Volo helps us get our stuff out there efficiently and accurately. We saw an immediate spike of 20% in our revenues when we joined forces, and revenues have grown incrementally year on year.”

Different Stuff Done Well

“We rely on Volo entirely. Over the years we have grown to utterly embrace it. I like the way it has developed and continues to develop. It is a vast thing, an incredible piece of software that seems always to be pulling in new elements and new platforms. We only contact support when we have to, and we’re able to schedule phone conversations to clear things up rather than having to type and explain via chat. That helps us to keep moving forwards quickly.

“We’re all about finding different stuff, new stuff, being first out of the gate with it and providing the best possible customer service we can. Volo helps us accelerate getting it out there and dealing with our customers efficiently.”