Jessops is making improvements to its e-commerce site to provide customers with a faster and more personalised experience.
It has implemented an e-commerce platform from Motive Technology and said that changes to the site will start to materialise before Christmas.
Jessops expects the revamped site to reinforce its branding as a specialist photo retailer and provide it with some advantages over its competitors.
Jessops marketing and e-commerce director Brian Linnington said that customers should begin to notice a faster and better experience on the site within the next month, as it starts to take advantage of the new MotiveShop platform. He said: “If you are shopping for a digital SLR camera you will notice differences over time compared to if you are shopping for a compact camera.”
However, he said that the retailer wouldn’t be shouting loudly to customers about the improved experience, but would let them discover it themselves.
He added that Jessops also wants to provide more personalised marketing via targeted e-mail campaigns.
He said that there are lots of things that the retailer has not been able to do with its web site up until now, but with the new platform it will be able to make changes to the site in real time and offer a more personalised customer experience.
Linnington added he would be disappointed if the site did not achieve double-digit growth year on year over the peak trading period. The changes to the web site should also have a knock-on effect on store sales.
He explained: “Over three quarters of our customers look online before they shop in-store, so the experience they receive on the site has a high impact on the kind of service they expect to receive in-store.”