Littlewoods has ramped up its target for the proportion of business it wants to do online from 50 to 70 per cent, having achieved its original goal three years ahead of schedule.

The group aims to hit the new target by 2011. It has introduced a dedicated internet trading team and its latest initiatives include the introduction of video, a unified checkout for all its sites, customer reviews and a tie-up with Facebook.

In the two years since its merger with GUS’s Shop Direct, Littlewoods has overhauled its IT, along with the businesses. Eight web sites – led by Littlewoods Direct – now operate on a single bespoke platform, with continual improvements to presentation and user experience taking place.

“The first step was to improve product presentation. Fashion and clothing sales are image-led, so where the sites previously used thumbnail images, we have moved to bigger, richer images,” said Littlewoods director of e-commerce Neal Preece.

“The second step was to improve customer experience, particularly the checkout. There were eight web sites, each with different checkouts. Now, there is one common approach to all. And where each site used to require customers to have account numbers, now they use their e-mail address and the same password.”

Rather than using automated tools, the sites are managed by Littlewoods’ dedicated internet trading team. Mimicking the way a store manager uses the store and window displays, the team move product around the site and mix and match items to create looks, according to what products are selling, fashion trends and the latest ad campaign.

Following a successful trial, Littlewoods Direct now boasts 1,200 videos for clothing product. Preece believes this puts the site at the front of the field, in line with Asos. A video trial has just launched for homewares and this may be extended to electrical products.

“On one site, we found customers 15 per cent more likely to buy if they watch a video,” he explained. “It’s still one for the early adopters but, in the future, all purchasers will expect video in the same way they expect to zoom in on fashion items today.”

Littlewoods has also launched a customer review trial for electrical products. It is also trying to benefit from Facebook, allowing social networkers to pick an item from its store and ask their friends what they think. It has also introduced a trial blog at Homeofbigbrands.com.

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