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Fortnum & Mason launch fully responsive site

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Over the last two years Fortnum & Mason has delivered significant growth figures, in part due to new store openings such as Heathrow Terminal 5 and St Pancras, but also through its online performance. In 1998 the luxury department store was one of the first retailers in the UK to launch a transactional website and now, in line with its continuing digital success, and perhaps Google’s new algorithm, Fortnum & Mason has launched a new and, fully responsive eCommerce site.

The new site is one of the few truly responsive eCommerce sites currently live. As well as being a visual interpretation of the brand, it will be able to handle complex orders and delivery across more than 130 countries, and deliver the same experience across multiple devices.

Since its rollout, mobile visits have improved 77% YOY, and mobile conversion has increased 57% YOY. Developed to deliver an improvement in conversion rate, new customers are currently converting 15% more than on the previous site. In addition, the business has seen an 18% reduction in calls to the customer service centre.

The new website has been built under the stewardship of Fortnum’s Customer Experience Director and Board member, Zia Zareem-Slade.

Red Badger, the software development studio behind the site, engaged Fortnum’s customers to help drive the direction of the design and development by allowing them to provide feedback directly to the team. Throughout the project, Red Badger ran guerrilla testing in Fortnum’s flagship store in Piccadilly to get customer feedback on the look and feel of the site.  

Commenting on the new website, Zareem-Slade said: “Collectively, we’ve achieved something very special. The site reinforces the brand experience that our customers expect and since the site went fully live we have seen incredible results in increased revenues, increased conversion rates, but most importantly, amazingly positive customer feedback.”   

Published on Tuesday 28 April by Veebs Sabharwal

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