By Leon Bailey-Green on Thursday, February 25th 2010, 09:00

Fergal O’Mullane is the co-founder of flash merchandising solution 10CMS.

Fergal, tell us what 10CMS does for online fashion retailers…
10CMS gives fashion retailers the ability to use their lifestyle and product media to create and update powerful dynamic interactive merchandising displays, without developer intervention.

Our customers are deploying carousels, get-the-look modules, interactive video and social shops to drive conversion and deliver online brand differentiation.
 
How did the business begin and what were your backgrounds?
The four founders of 10CMS have backgrounds in digital media and eCommerce.

Our past experience led us to the recognise the growing demand from retailers for cost effective tools to manage Flash based rich media, so we created the 10CMS platform as a solution to this challenge.
 
Are you ever met with resistance because 10CMS is based on Flash technology?
Initially there was plenty of resistance, especially on the issue of SEO as it’s been a long term issue surrounding Flash content.

However, 10CMS solves this issue directly by automatically providing an alternative view of the content that can be indexed by search engines and viewed by non-Flash enabled browsers.

What’s next for 10CMS?
10CMS is going on-demand to enable delivery of 10CMS interactive merchandising modules off-site into social and other media destinations – taking the online shop to the consumer wherever they are.

We also have big ambitions for the US. We are launching several fashion brands there this quarter and we plan to open an office in NYC later this year.

www.10cms.com