The online arm of John Lewis department stores is focusing on advanced site merchandising as a way to boost web sales.

John Lewis Direct is extending use of software provided by Omniture to add to the web analytics tool that has already been implemented. With the additional functionality, the retailer hopes to gain a better understanding of shopping patterns and more effectively target products and services to customers.

The new tool will help the business create a more dynamic online environment and demonstrate commitment to customers’ needs and preferences, said David Walmsley, head of web selling at John Lewis Direct.

“It [the system] will help us better tailor each site experience and surface the most appropriate products and services for each customer,” he said.

The new platform will introduce dynamic landing pages and contextual promotional banners designed to increase campaign effectiveness and conversion rates. It will also use merchandising capabilities to provide visitors with relevant product suggestions that result in increased cross- and up-sell opportunities.