The U.K.’s Debenhams re-launches a more user-friendly site
British department store Debenhams has re-launched its web site, www.debenhams.com, featuring increased speed, added personalization and easier navigation. Debenhams says a goal of the new site is to replicate the real-world shopping experience.
Debenhams.com worked with Blue Martini Software Inc.’s Blue Martini 4 external customer relationship management application suite to monitor and personalize the way customers navigate the site. The company says that tracking browsers enables it to build up user profiles, allowing the retailer to push relevant promotions, adapt on-site advertising and change the feel of the site according to individual shopping habits and tastes. The application enhances Debenhams.com’s ability to cross-sell and up-sell products.
The new site also offers real-time inventory so customers can check whether an item is available before proceeding to the checkout. The site also includes a postal code look-up that tells customers the location of the nearest store.
"On a web site, you don`t have much time to make an impression. If someone hits your site, you know they`re looking to buy so it`s important that you don`t give them any reason to leave," said Simon Hawkes, e-commerce director at Debenhams. "Through our partnership with Conchango, Microsoft and Blue Martini Software we`ve achieved an e-commerce site that`s part of our business rather than an add-on, we`re able to generate loyalty to the whole Debenhams brand, rather than a single channel."
The site was designed by London-based Conchango.
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