27 Nov 2008
Tea and coffee retailer Whittard of Chelsea has relaunched its web site to address customers' needs for a multichannel online experience.
The new web site aims to enhance shopping with new features such as editorial content with videos, guides, articles, images and a blog from the company’s tea and coffee buyer.
At the back-end, the web site overhaul includes improved account facilities for product reordering, and the ability to send deliveries to multiple addresses within a single order. Payment security has also been enhanced.
Whittard is also analysing shopping habits and will use the results of its research in the development of personalised landing pages.
Heidi Thompson, head of home shopping at Whittard of Chelsea, said: "Our site has been designed around our customers' shopping habits and needs. Improved search facilities, one-click ordering, address and payment card management and enhanced discount functionality, ensure our customers benefit from a quicker, more enjoyable online shopping experience.
"Our online buying guides, videos and tea blending service give our customer as much advice as they would receive if they visited one of our stores."
It's refreshing to read that companies are adopting Web 2.0 strategies, in order to improve their customers' usability and experience online.
This is a clear example of how the web has taken the next step forward. Augmenting traditional online content with more dynamic and honest conversations via blogging and videos has opened content production to new audiences, supporting new types of client devices and applications.
In creating customer loyalty, websites need to focus more on the customer and enhancing their experience online. With the right CMS technologies and web analytics tools, such multichannel capabilities are set to be the norm for all businesses who want to keep their finger on the pulse rather than the exception.
Posted by: Robert Bredlau, Director of Business Development e-Spirit UK 02 Dec 2008
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