TJ Hughes improved website significantly boosts online sales
Steve Goodheart of the Transaction Partnership, which planned and implemented the re-launch, says the investment in improved e-commerce, website technology, and improved customer service were crucial in helping the fashion retailer achieve its impressive results for the half-year to August 1.
The work also allowed TJ Hughes to increase its number of product ranges available online and tap into the rising number of shoppers researching prices before buying online. Goodheart says the move by TJ Hughes is further evidence of how discount retailers are gearing up to take advantage of stronger online demand for value created by the current economic climate, following on from Matalan’s online launch at the start of the year.
“TJ Hughes’ results demonstrate that, as internet shoppers become more fickle and prepared to search online for the best bargains, particularly in the recession, investing in website performance and customer service can go a long way to build customer loyalty. The site is now operating on a much more stable platform which, from a customer point of view, means that the site performs much more consistently,” suggests Gooodheart.
As well as more products the site now also has better imagery, navigation and promotional messaging, which makes it a lot easier for customers to find and assess potential purchases. In addition, the ordering and delivery service is much more streamlined, thanks to enhanced, back-end IT integration, which means orders are automatically fed into the central system.
“A combination of all these things together means customers are developing a loyalty and going back to the site time and again. I have no doubt that as the site is marketed more widely, such as through inclusion on price comparison engines, then sales will continue to improve,” he adds.
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