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 luxury retailer reported a 31% 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% 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 ATTRAQT Fredhopper since 2013, and the site redesign has enabled it to maximise the potential of ATTRAQT Fredhopper’s technology.
Harvey Nichols is using ATTRAQT Fredhopper’s most advanced 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.”
Harvey Nichols has also been able to use ATTRAQT Fredhopper technology to help enhance overall performance of its website. As a result of the restructure, server response time has improved fivefold.
“As a luxury retailer, Harvey Nichols’ challenge online is to remain true to its aspirational brand image while driving sales,” said John Raap, Chief Commercial Officer at ATTRAQT Fredhopper. “By restructuring its website and implementing technology that allows the online team to apply advanced visual merchandising techniques, Harvey Nichols is offering an inspirational digital shopping experience.”
