Thomas Pink unveils redesigned website
Thomas Pink, the LVMH-owned Jermyn Street based shirtmaker, has launched its redesigned transactional website.
The new site features simplified product categories for faster search, improved product zoom and colour groupings, as well as a reduced number of steps in the checkout process allowing for faster checkout. It also includes refinements based on stock availability to reduce customer dissatisfaction from stockouts.
In addition, the retailer has added new media content featuring short film animations and guides to show customers how to tie a tie, fold a pocket square and iron a shirt. The radio channel includes a 3,000-track playlist of British music and “Shirt Tales” provides an expert guide on everything about shirts, from technical details behind the art of shirt making, to tips on how to wear, style, colour and wash shirts.
Nadine Sharara, head of e-commerce at Thomas Pink, commented: “This redesign marks the first step of an evolving e-commerce overhaul for Thomas Pink. Using technology as the enabler our objective is to make online shopping as simple as possible, with our customer absolutely core to our strategy. We have invested a lot of time and energy in data enrichment, reflected in this first phase by clearer categorisation and site navigation."
Sharara said that the retailer was planning to introduce a number of other online enhancements in the coming months.
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