Brandbank announces partnership with Father Christmas
Brandbank will play a vital role in ensuring Father Christmas is ready for today’s multichannel consumer. Brandbank helps retailers and brand owners and now Father Christmas boost efficiency by aggregating product images and information and delivering them to the right place at the right time.
The contract with Father Christmas will involve all three of Brandbank's existing European offices (Czech Republic, Ireland and UK) as well as the company's facilities in India, the Philippines and Thailand. According to recent predictions, European families will spend almost a quarter of their Christmas budget online this year. As a result, online Christmas sales across Europe this year are expected to rise by 17% to reach nearly €40bn (Kelkoo).
With Europe firmly embracing multichannel shopping, one result is that Father Christmas faces an ever-increasing need to access high-quality images and accurate and consistent product information when using eCommerce sites. This is the only way Father Christmas and his support team can ensure they are ordering the right presents.
Father Christmas himself was unavailable for comment but a semi-official spokesperson said: "Everyone already knows about the logistical challenges of delivering presents to virtually every home in Europe in the course of a single day. What most people don't realise, though, is that the rise of the multichannel consumer has made life even more tricky. We're starting to ask ourselves fundamental questions about our business. Does it still make sense for us to be based in a grotto? Is our reindeer-based delivery service viable long-term? Is it time to re-think our long-established if somewhat antiquated business processes? Frankly, the elves have not been able to keep up with the increased workloads, which is why we've decided to outsource the problem and turn to Brandbank for help."
Rob Tarrant, Brandbank's CEO, commented: "Father Christmas is an unusual customer in that he hasn't actually turned up for any meetings himself, which has led some of the more naïve members of our team to question whether he really exists at all. What we do know for certain, though, is that Father Christmas gets multichannel at a strategic level. He has realised that meeting the expectations of today's multichannel consumer is not trivial or straightforward and needs new streamlined and automated processes."
Sean Wilkins, Brandbank's international development director, refused to be drawn on whether the company would be opening a new office near the North Pole.
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