Cue Clothing Co. has taken out two awards at Australia Post's Online Retail Industry Awards (ORIAs). 

The retailer's CIO Shane Lenton was awarded the 2020 Industry Recognition award, which celebrates the individual who has made the most outstanding contribution to the retail eCommerce industry in Australia. 

Having spearheaded many of Cue's digital initiatives this year, including the rollout of virtual appointments which saw the retailer generate an average of 40 session requests per week, a conversion rate of over 60% and an average order value over five times the standard rate, Lenton beat out five other finalists including Showpo's former head of marketing Mark Baartse. 

Meanwhile, Cue also took home the gong for Best Multichannel Retailer.

The award was given to the retailer who could demonstrate best practice in integrating traditional bricks and mortar retail with digital retail in an innovative, effective way to grow the overall retail business.

Judging for the award was based on the brand’s ability to successfully integrate both its offline and online touch points to maximise the multichannel customer experience.

Judging also looked at the offline, online, mobile and combined overall retail experience on offer, including strength of cross-channel functionality.   

Speaking to Ragtrader about the brand's multichannel initiatives, Lenton said that three key elements contribute to the business' success in this area. 

"We have been focusing on unified commerce for some time now, with key foundations such as single view of customer, endless aisle fulfilment and personalisation seeing us in the best possible position to capitalise on multichannel retailing.

"We [have] continued with our focus on customer experience and personalisation in 2020. 

"This has been made possible by capitalising on the opportunities created by our unified commerce solution," he said. 

Cotton On Group also snagged an award at the ORIAs, taking out the Technology Champion award.

This award is given for the best overall, multi-channel site design and integration from an aesthetic, usability and technology perspective, with focus on conversion optimisation features to improve shopability and the path to purchase. 

Alternative clothing retailer Tragic Beautiful won Best Online Retail Marketing, while Esther & Co buyer Eunsoo Jeong was named as Australia Post's Unsung Hero - Large Retailer.  

The Unsung Hero award was newly introduced this year, to recognise those who have worked harder than ever to keep their business running through 2020. 

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