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Drapers Etail Awards: Last chance to enter!

There are just a few days remaining to submit your entries for the 2011 Drapers Etail Awards - honouring the very best in online fashion retailing.

Enter now for your chance to:

  • Stand out from your peers by proving you are a leading etailer
  • Increase your competitive edge and improve your business prospects
  • Be featured in Drapers among the best of the best
  • Hold a coveted trophy aloft on the awards night in January

The entry deadline is this Friday, 29th October, so state your case for winning an award now.

Entry is very quick, very easy and best of all free. Submit your entries online at

Drapers are looking for the UK’s best and most innovative online retailers and would love to see some entries from you. Visit the website to see the full list of categories and criteria.

This year, we have introduced a new category to recognise what is becoming one of the biggest movements in the world of etailing: Best Use of Social Media. If you have done amazing things for your brand on Twitter, Facebook or any other social media platform, we want to hear about them. Enter now to gain national recognition for your online work over the last year.

Winning, or even being shortlisted for a Drapers Etail Award is a great marketing tool for your business. Take a look at the categories and criteria, and submit your entry online by the new deadline of Friday 29 October.

Jessica Brown Editor, Drapers

“The Drapers Etail Award for Best Customer Experience was a key award for us as it touches product offer, browsing experience and customer service. From the consumer’s point of view it builds trust and customer confidence in My-Wardrobe. It was also incredibly valuable to the business to have an industry authority recognise our achievements.”

Sarah Curran, founder and chief executive, My-Wardrobe

Winner 2010 Best Customer Experience

“It was great to be recognised by our peers for our achievements and was a fantastic morale boost for the team.”

Steve Robinson, chief executive, M and M Direct

Winner 2010 Best Etail Marketing Initiative, Best Pure-play Etailer and Etailer of the Year

Awards Categories

Best Customer Experience

Ease of use, clarity and variety of photography, editorial content, product offer, informative product descriptions, customer service including delivery, and innovative and appropriate use of technology will all be taken into consideration, along with any other factors that make the experience of buying from the site an enjoyable and easy one. This award is open to all etailers.

● Best Etail Innovation

We are looking for the most imaginative development of the year and all etailers are eligible to enter. This development could relate to content, service, technology or marketing or all of these. What we’re looking for is something original and exciting which advances the etail cause. Crucially, we need evidence that the innovation has led to increased business for the etailer and a more positive customer experience.

Best Etail Marketing Initiative

Open to all etailers, this award will recognise the company that demonstrates, either through a continual or a one-off marketing initiative, that it knows how to drive traffic and, more crucially, sales from its website. Online, offline or live events, or a combination of all three, will be considered. But what’s important here is the result.

● Best independent etailer

Open to independent retailers (defined as running fewer than 10 offline stores) with an online store. Judges will be looking for a site that has enhanced and grown the overall business and customer base and which offers an outstanding user experience. Brand mix, product choice, editorial content, search rankings, customer service, marketing, technological innovation and design will all be taken into account.

● Best Multichannel Retailer

Open to multiple retailers (defined as running 11 offline stores or more) with an etail offer, this award will recognise the retailer that has best integrated the internet to enhance the overall retail business and its customers’ experience. Excellent choice and user experience, strong sales and advanced communication between store and website will be essential but the judges will also be looking for evidence that the winning retailer is truly committed to etail and constantly innovates to benefit its overall business.

Best New Etailer

Any retailer, be it a pure-play etailer, multiple or independent, may enter this category, providing their transactional website has been up and running for no longer than

18 months by December 2010. Judges will be looking for a strong product line-up, a growing customer base, evidence of constant innovation and development, good search rankings and lots of fresh ideas. Details of your forward business plan and how you intend to keep growing will also be required.

Best Pure-play Etailer

Open to all online-only fashion retailers and home-shopping companies with an etail channel. Judges will be looking for an industry-leading player which demonstrates best practice in merchandising, service and functionality and which offers outstanding customer service and customer experience. This etailer will be an innovator that fully understands and exploits the potential of the web, offers a service and/or product offer unmatched in the offline world and which can demonstrate strong financial results and a promising future.

● Best Single-brand Etailer

This award is for fashion and/or footwear or accessories brands that have a dedicated transactional website. As well as a well-designed, easy-to-use site that reflects the values of the brand, we’ll be looking for choice, service and evidence of strong traffic and sales. Additional editorial and information content to help the user understand and interact with the brand will be a bonus, as will added-value services such as reader feedback and community functions.

Best Specialist Etailer

Open to all etailers operating in a specific fashion niche, be it plus or petite sizes, maternitywear, kidswear, footwear, accessories, outdoor/sportswear or lingerie etc. Judges will look for evidence that the winning etailer’s site is the go-to online store both for purchasing and product information in its specialism. Great product choice, strong sales and outstanding service will be expected, along with any additional services and content that demonstrate this etailer understands its customers’ specialist needs.

Best use of social media NEW

Open to all etailers, this award will recognise the companies that demonstrate, either through a continual or one-off activity, a strong understanding of how to exploit social media. Whether it’s through Facebook, Twitter, FourSquare or any other form of social media, this award will be judged on the use of these tools to drive traffic, increase brand awareness and improve sales. Customer feedback initiatives and use of interactive communities will also be taken into account.

Best aggregate site NEW

This award is for a fashion aggregate site. Sites must be non-transactional and able to demonstrate the aggregate process working through an automated system. Judges will be looking for an exceptional product/store/partner mix, as well as a user-friendly site design. User experience and technological innovation will also be taken into account.

For more information and to enter, visit

For sponsorship opportunities, please call Sara White on 020 7728 3548

Awards ceremony: January 27, Altitude 360°, Millbank Tower, Westminster, London

Entry deadline October 29

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