Harvey Nichols website conversion rises, buying chief exits
Luxury department store Harvey Nichols has seen rising conversion rates after putting an improved online merchandising strategy in place that encourages site visitors to spend more time on its e-store and to explore it further.
For people using traditional desktop or laptop computers, it said it saw a 31% rise in conversions from its category to product display pages over a four-week period. And click-throughs from the category pages were also boosted 23% for those using mobile devices to browse.
The company recently restructured its website in partnership with e-merchandising specialist Attraqt Fredhopper, a company it has worked with for five years, Direct Commerce reported.
It’s using the firm’s automated processes to supply the information needed to arrange and present category pages, which makes harveynichols.com an easier site to navigate. The tech also allows it to manually curate individual category pages and adapt pages to particular trends or campaigns.
Late last year the retailer also worked with user experience specialist ContentSquare to help it understand how and why visitors are behaving in certain ways across its online and mobile sites, and to surface the data needed to help it improve its online offer.
Meanwhile, the company’s group fashion buying director Anita Barr has left, according to reports. She is believed to have exited at the end of last month with a search now on to find a replacement. She had been with the firm since 2014 after time spent at AllSaints and 12 years at Selfridges.
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