Fast fashion etailer Boohoo is working towards personalised homepages, in a bid to match market-leading players such as Shop Direct.

Co-chief excutive Carol Kane said on Tuesday that personalisation was one of the biggest focuses for the fast-growing business, and that Boohoo was working towards offering each user a tailored homepage.

She spoke to Retail Week following the reporting of another stellar set of results for Boohoo, with pre-tax profits rocketing 129% and sales rising 40%. 

“The biggest change in the business is getting a better understanding of our customer,” she said.

“We feed all the data we have into our trading plans and marketing and it helps us on our daily decisions of what promotion to do in what country at what moment.”

Kane, who is co-chief executive of the etailer along with long-term business partner Mahmud Kamani, said currently Boohoo targeted customers through emails and push notifications on its app but that it was working towards a personalised homepage for each user, similar to Shop Direct’s approach.

“We working towards that but is something that is in the pipeline, at conversation stage,” Kane said. “We divide our customers into segments according to their style.

“For instance, our shopaholics are a big part of our income. We can then break that down into thrifty bargain hunters who need to be targeted with promo activity and others who will buy higher value pieces and shop with us two to three times a month, who we can target differently.”