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Lakeland unveils new e-commerce website


Kitchenware retailer Lakeland launched a new transactional website this weekend specially designed around its client base.

The site was created with e-commerce consultancy and systems integrator Javelin Group and e-commerce specialists AWA.

Javelin has incorporated both targeted marketing and sophisticated multivariate testing into the site so that Lakeland can shape the site around its user’s preferences.

Tony Preedy, Marketing Director of Lakeland, said: “We are extremely proud of our new website.

“We were determined that our new platform would enable us to give our customers the very best levels of service, and to enable us to present our innovative range of products in the best possible light.

Founded in 1956, Lakeland now operates 48 stores and produces around 20 catalogues a year selling over 4,000 home and garden products.

Despite consumer spending falling back in the last month or so, online sales grew by 20 per cent year-on-year in February demonstrating the huge potential of the medium.

For Lakeland’s new site, Javelin Group designed and delivered the solution, configuring and integrating multiple applications including: the hybris ecommerce platform, Adobe’s Marketing suite and site catalyst analytics, and Silverpop’s e-CRM system for promotional and transactional email messaging.

Tony Stockil, CEO of Javelin Group said: “We worked closely with Lakeland to design and build an unrivalled ecommerce website.

“We are very proud of the result: we have combined several best-in-breed technologies to deliver a genuinely usable targeted merchandising and testing capability that is very rarely seen in practice.

“This website is one with which any business, including the very biggest and most sophisticated online trader, would be delighted.”

Published on Monday 04 April by Editorial Assistant

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