Figleaves rebrands and upgrades its online offer to drive mobile sales

The N Brown-owned etailer has partnered with Demandware on its website upgrade, which is set to go live next month.

The upgrade will centralise Figleaves’ website across mobile, tablet and desktop devices, which currently runs on separate platforms.

Managing director Fiona Holmes told Retail Week: “In the past Figleaves had been first to market with a lot of online innovations but our customers have told us we have fallen behind our competitors in recent years.

“The payment process is too slow, there’s not enough personalisation and the search functionality is not up to scratch.”

Figleaves will be upgrading to Demandware’s cloud-based platform to address all these issues, as well as enabling shoppers to create their own wish-lists and browse recently searched items.

Holmes said that the lingerie etailer has seen a substantial uplift in mobile traffic and sales over the past year, which had prompted the website upgrade.

“We’ve seen significant growth in mobile traffic but if the customer chooses to go back to desktop to purchase, then we need to be prepared for both,” said Holmes.

“I don’t mind where our customer shops, we just need to know she’s getting a consistently positive customer experience on all touchpoints.”

Holmes added that international expansion was on the agenda for Figleaves “in the next two to three years”.

The etailer currently has an online presence in the UK and US and Holmes said it had “loads of data” on which countries would be most suited for wider expansion.

Coinciding with the website upgrade, Figleaves will be overhauling the branding on its website next month, centralising its own-brand offer under the same brand name and updating its photography.

“It’s about repositioning Figleaves in customers mind to being destination of choice for intimate apparel and making sure we’re more in tune with our shoppers” said Holmes.