Harvey Nichols has seen onsite conversion grow following an improved online merchandising strategy which encourages customers to explore its website in more depth and for longer. The world leading luxury retailer reported a 31 per cent uplift in conversions from category to product display pages by desktop shoppers over four weeks. Click throughs from category pages also saw an uplift of 23 per cent among customers shopping via mobile over the same period.
Harvey Nichols introduced its latest merchandising strategy as part of a recent website restructure carried out in partnership with online merchandising specialist ATTRAQT Fredhopper. The retailer has worked with the supplier since 2013, and the site redesign has enabled it to maximise the potential of its technology.
Harvey Nichols is using ATTRAQT Fredhopper’sadvanced automated processes to supply all information required to arrange and present category pages, meaning customers can search and navigate harveynichols.com more easily. Responsive merchandising tools also allow Harvey Nichols to manually curate individual category pages. This ensures products displayed to the customer can be prioritised according to brand and business requirements such as trends or campaigns.
“We want to offer our customers the same incredible experience online that they have when they enter one of our stores, and for them to feel confident and comfortable browsing and shopping in this environment,” said Pamela Reynolds, head of online at Harvey Nichols. “As we’ve gradually rolled out ATTRAQT Fredhopper’s technology, we’ve felt increasingly comfortable entrusting the running of parts of our business. We are impressed with the performance and results, and that gives us peace of mind, especially at peak trading times. Shoppers are staying longer on our site – engaging more with category filters and clicking onto product pages, which ultimately helps increase sales.”
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