Ecommerce director, Blacks Leisure Group

Part of the fight back for troubled outdoor retailer Blacks will be its online offer, according to Delafeld. He believes it is a vital part of the retailer’s offer and after re-launching Blacks’ website in August, conversions were improving almost straight away, 20% up in the first two weeks after launch. It has also been testing its click and collect service with a popular offer to Glastonbury goers with its Millets brand this summer. Millets is also preparing to re-launch its website to improve navigation and usability next spring.

Blacks etail arm hit profit for the first time in its full year to February 27, with online sales soaring 85%. It built an in-house photography studio last year that improves the imagery on its sites. Delafeld also said its new sites have helped to achieve brand consistency across its stores both physical and online.

Blacks is also planning to put more rich content on the site with instructional videos from store staff to help explain how to use certain products.

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