Traidcraft puts the web at the centre of its strategy

Traidcraft, a leading UK fair trade company, has launched a new online shop to increase sales by better showing its wide range of fair trade products.

The web site ( was designed by Maginus who are expert providers of integrated software solutions for multi-channel retail & distribution companies. Maginus have the expertise to improve Traidcrafts web site to increase efficiency, reduce transaction costs and improve users web experience.

The Maginus e-Commerce solution is fully integrated with the existing Maginus ERP system which enables the company to manage all product details, customers and promotions centrally to provide a seamless user experience irrespective of channel.

Lesley Heeley, Head of IT at Traidcraft, said, We currently handle 40 per cent of our sales through our web channel and we expect this development to help this to increase over the next 12 months and beyond. The flexibility and potential within the technology will help us develop our multi-channel offering.

The website will handle both consumer and account customers and will enable customers to check the status of outstanding orders. Heeley said, All our customers can now click through to the carrier site to see where their parcels are in the system.

The new site has a content management system which allows Traidcraft to make changes quickly to its web pages. Heeley continued, We can now make changes to the content and look & feel of the site ourselves, for example add a message or change an image.  This means that we can very quickly respond to our customers needs, make the site easier to use and ultimately gain more business.  This is very important to us as we strive to continually improve the multi-channel experience of our customers.

Russell Dorset, Sales and Marketing Director at Maginus, said, Traidcraft will see huge benefits from integrating its channels to market.  This is an excellent example of a Maginus customer using our solution to support growth and deliver a great shopping experience for its customers, whatever channel they use.

The company is also looking at plans to continue developing the business in 2009 with Maginus support. Heeley said, We are in the process of upgrading to the latest version of Maginus ERP, which will go live in spring next year.

About Traidcraft

Traidcraft is the UKs leading fair trade organisation and has been fighting poverty through trade for 29 years.

Traidcraft works to fight poverty through trade by: 

                   Trading with people in Africa, Asia and Latin America

                   Supporting people in the developing world to build sustainable businesses

                   Influencing policy making in government and business

Traidcraft sources its products from community-based businesses in the developing world, paying fair prices to the producers and distributing the products in the UK. The goods are sold via supermarkets, independent retailers, online, mail order, and a network of more than 6,000 Fair Traders.


About Maginus

Maginus builds intelligent software solutions that enable wholesale distributor, retailer or mail order companies to increase sales, improve customer service and build long-lasting customer relationships.

With the highest fit of any multi-channel solutions provider, Maginus provides a range of software and technology solutions that will meet all business management needs in a single integrated environment. Core solutions enable companies to maximise revenue, improve efficiency and enhance the customer experience from start to finish.

Over the last 30 years we have built up a vast depth of knowledge in supplying IT solutions to multi-channel retail and distribution companies. There is no major sector that we havent been involved in.

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