Shop Direct strengthens online channel

New e-commerce platform expected to enable better sales targeting

Web 2.0 tools will play an important role in Shop Direct's new e-commerce strategy

Online and home shopping retailer Shop Direct is rolling out e-commerce software across its multiple brands to improve customer loyalty.

The implementation of the ATG system is part of the company's aim to move 70 per cent of its offering to the internet over the next year to replace paper catalogues. Another goal is to boost functionality and flexibility for users.

Shop Direct's e-commerce strategy aims to streamline the online shopping experience for users by adding more personalisation to sites, so that offers are targeted effectively, said e-commerce director Neal Preece.

"We also want to add Web 2.0 technology to enable customers to personalise their own content to the site such as photos and reviews, or even 'shop with a friend'," he said.

The retailer will launch nine brands including Littlewoods Direct, Great Universal and Empire using the new platform this year.