Thursday, December 2, 2021

Fortnum & Mason celebrates its ecommerce anniversary

On Tuesday, Fortnum and Mason marked the first anniversary of the re-launch of its online platform.

The new site has been instrumental in improving the retailer’s sale conversion rate, which rose 14% year on year, while total sales grew by 30% year on year. 

These results follow a successful Christmas trading period in 2014 which saw sales increase by 38%, including a 26% rise in the sale of F&M‘s renowned luxury hampers. Personalisation services including Build Your Own Hamper soared by 261% year-on-year. 

Since the launch of the new site, the number of customers leaving during navigation of delivery options has fallen to 0% in comparison to 18.8% on the original platform.  

“Fortnum‘s is one of the oldest, multichannel retailers in the world; taking orders with the invention of the telephone and launching one of the first eCommerce sites in the UK in 1998.”¯ Our current platform reflects Fortnum‘s long-standing spirit of innovation, providing exceptional customer experience and clearly delivering against the bottom line,” commented Zia Zareem-Slade, Customer Experience Director at Fortnum & Mason.

The F&M site was formed with the assistance of digital consultancy Red Badger and received a complete revamp in around eight months for less the £1.3m 

“For Fortnum & Mason, the real key to growth is exemplary customer experience. Fortnum is open and unafraid of criticism, valuing the customers’ voice and involving the customer in every step of developing its online platform,” said Cain Ullah, CEO of Red Badger.

Along with the information and insight collated by Red Badger, F&M “have built an online platform that customers love, with innovative features such as “Build Your Own Hamper” further enhancing the brand experience that Fortnum’s customers expect,” Ullah added.


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