IBM aids Kids 21's aggressive e-commerce push

Children’s fashion retailer Kids 21, operated by luxury fashion group Club 21, has paired with IBM.

Kids 21 will use the latter's cloud, e-commerce and analytics software to deliver personalised experience while expanding its online presence across Asia-Pacific.

When it launches in the third quarter of 2014, the new online site will increase Kids 21’s reach from four to more than 15 countries in the region.

Delivered through the IBM SoftLayer cloud platform, the IBM WebSphere Commerce software will give Kids 21 a customer interaction platform for omni-channel commerce.

In addition, Kids 21 will use IBM’s cloud-based digital analytics across its branded store fronts to understand real-time shopping trends and deliver personalised promotions based on the unique preferences of its customers.

Established by Club 21 in 1997, Kids 21 currently operates 16 retail outlets located in Singapore, Malaysia, China (Hong Kong) and Thailand. They carry more than 80 fashion apparel brands including a children’s range of adult lines such as Armani, Dolce & Gabbana, John Galliano, Marc Jacobs, Lanvin, Oscar de la Renta, Paul Smith and Stella McCartney.

E-Len Fu, director of Kids 21 said going forward the brand hopes to carry forward the “exceptional customer experience and fashion curation” onto the online world.

“We will also use this initiative to drive Kids21 into new markets across Asia Pacific,” E-Len Fu, director of Kids 21 said.

She added that the partnership was made based on IBM’s “combined extensive experience in online retail and the rich capabilities in the software to help personalise the customer experience”.

“We also chose the cloud-based offering to reduce overall cost and improve speed to market which is very important to our growth plans,” Fu said.

“By integrating its e-commerce roadmap with analytics and cloud, Kids 21 is well-prepared to take the lead in the retail industry of the future, deepen engagement with customers and secure greater brand loyalty and advocacy,” said Elsie Tan, country manager, Software Group, IBM Singapore. “