digital platforms complete multichannel offering

Only Selfridges has been named Best Department Store in the World four times. One of its key aims when it started working with WT Commerce (at the time known as 'Salmon') was to 'surprise, amaze and amuse’ its customers by creating a complete multichannel proposition.

WT Commerce took the challenge head-on and delivered the store’s first transactional website. Three years later, to future-proof the multichannel digital offer, align the brand and modernise the site, we delivered a major redesign. Priorities included a focus on high-end products, an adaptive design, an improved click-and-collect function and a brand new mobile site. We followed this by introducing a new search tool and an improved checkout process. Next, we unveiled an enhanced "Wonder Room" and product personalisation.

Selfridges confirmed that multichannel selling is underpinning its performance improvements in sales and operating profits. The digital platforms are helping attract over 80 million visits a year. Online sales year-on-year via selfridges.com have increased in line with targets, and site search and navigation enhancements have hiked the number of visitors reaching product pages by 11%. International customers are benefiting from greater convenience (with 46% of site traffic coming from outside the UK, and orders being sent to 130 countries), luxury brand sales have increased and a new app has enhanced assisted sales instore.

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