Homebase to transform its online shopping experience

Homebase has announced a ten-year partnership with eCommerce specialist The Hut Group (THG) and its eCommerce services division, THG Ingenuity, with the goal of transforming the online shopping experience for customers. The retailer had met with major issues during lockdown when demand for home shopping went through the roof and some of its suppliers fell short of requirements when it came to fulfilling direct despatch orders.

Homebase has already begun to invest in its product range as part of its turnaround post-Bunnings. In time for DIY season peak, next Easter Homebase customers will be offered an improved online experience virtue of a new website which will include design & styling tools to inspire and help with makeover projects. The site will also offer easier navigation, shoppable images, a streamlined ‘add to basket’ function, and new payment options including PayPal and Google Pay.

Homebase will benefit from having a deeper understanding of its customers in real-time, trend tracking, as well as being able to leverage AI-driven recommendations in order to deliver a more personalised customer experience.

Damian McGloughlin, CEO of Homebase, comments: “This partnership will significantly fast-forward our digital plans and create an incredible new shopping experience for customers. We have a unique opportunity to move with the rapidly changing retail landscape, and leapfrog ahead to an experience that exceeds customers’ demands for online shopping that’s both easy and inspirational. We’ll combine the best of bricks-and-mortar with THG Ingenuity’s world-class expertise, to advise, excite and inspire our customers with new ways of shopping we know they’ll love.”

Matthew Moulding, Founder, Chairman and CEO of THG, said: “We are incredibly excited to be working with one of the UK’s biggest players in the home and garden retail sector and there is huge potential for us to grow Homebase’s D2C capabilities with our proven infrastructure and services.

“The global retail landscape is changing and the current climate has accelerated digital plans for many businesses. This partnership is testament to the strength and reputation of THG Ingenuity to deliver a world-leading ecommerce solution that can power businesses of all sizes, in the UK and globally.”

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