Karen Millen is to relaunch its website within the next three months to introduce a more personalised customer experience.
The website will upgrade to a newer version of the BT Fresca Commerce platform, and will be redesigned.
The upgrade will give the retailer access to functionality including enhanced category merchandising, personalised content and the ability to show videos.
Karen Millen also launched an affiliate marketing programme in April to introduce new customers to the site. It is the first time the retailer has marketed its brand in this way, working with affiliate marketing network LinkShare.
Karen Millen e-commerce manager Emma Bonar said that the programme has been a success so far, allowing the retailer to get visibility on fashion sites and providing a better return on investment than other forms of digital marketing.
Other initiatives to bring customers to the site include web-only products that are selling very fast. Bonar said that more and more products are being designed exclusively for the site, and often they are limited runs of designs in additional colours to those sold in stores.