Member Article

Liverpool's Shop Direct makes it Very personal

Liverpool-based Digital retail group Shop Direct can now give customers a fully personalised homepage at flagship brand Very.co.uk, in what is understood to be a retail first.

The initiative has delivered a significant uplift in conversion and has added £5m to the top line in its current financial year.

The Personalisation initiatives are expected to add over £20m in sales at Shop Direct in its current financial year.

Visitors to Very.co.uk can now be greeted with homepages designed specifically for them.

Shop Direct can serve 1.2 million versions of the website to its customers, based on which of Very.co.uk’s suite of promotional messages are used and in what position.

With continued innovation and experimentation, Shop Direct expects this to rise to 3.5 million by the end of the year.

Shop Direct group chief executive Alex Baldock said: “We know that relevance wins in retail and right now customers are drowning in a sea of irrelevant choices.

“We’re making it easier for them to shop by tailoring our websites for them.

“This is the digital equivalent of Selfridges laying out their Oxford Street store for each shopper.”

“We’ve set ourselves an ambitious target to build the world’s best personalised shopping experience – this is a major step towards that goal.”

The news follows the announcement of 95 job lossesin the company, which the group said was due to a shift to concentrating on digital revenue.

This was posted in Bdaily's Members' News section by Sophia Taha .