The Pier has redesigned its Web site to better communicate the retailer's exotic, travel-inspired assortment.
The retailer's product themes for autumn/winter are Spice Route and Imperial Russia, and the revamp coincides with new merchandise entering stores.
Market research conducted by The Pier revealed that shoppers felt the online experience did not replicate the store experience, so vibrant colours and textured backgrounds have been added to give the Web site greater resonance.
Marketing director Fiona Strang said: 'Our online brand was quite bland in comparison to our offline brand. We knew we had to change that or risk losing potential customers.'
A special offer section has been created on the Web site to echo in-store promotions. However, the retailer also intends to entice shoppers with Internet-only offers.
The£45 million turnover store group has increased online sales by 300 per cent in the past year, as shoppers increasingly research purchases in shops before ordering online.
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