Can the e-commerce platform help the retailer double its online sales?
Home shopping retailer Shop Direct has chosen ATG to power its e-commerce sites, including nine new ones, as part of its strategy to bring 70% of its business online by 2010.
Neal Preece, e-commerce director at Shop Direct, has said that the retailer had three key objectives for its e-commerce strategy — to create a step-change customer experience; to personalise the sites; and to add Web 2.0 technology to enable customers to personalise their own content to the site such as photos and reviews, or ‘shop with a friend’.
Shop Direct Home Shopping, which was formed by merging the group’s home shopping businesses, claims to have five million customers. The retailer hopes to double its online sales to £750m in the next three years.
In 2009, Shop Direct plans to launch nine new sites, including Littlewoods, Littlewoods Direct, Littlewoods Ireland, Additions, Marshall Ward, Kays Choice, Great Universal, and Empire.
ATG’s technology helps Shop Direct connect all its sites on a single e-commerce platform. The Commerce suite unifies customer interactions through the web, email, live agents, mobile devices, and physical stores across each e-commerce channel. ATG’s partners Spindrift and Conchango are implementing the technology at Shop Direct.
Frank Lord, vice president of ATG EMEA, said: “This deployment is sure to set the bar high for future e-commerce projects in 2009. Shop Direct will be one step ahead of the game when it comes to multi-channel delivery by consistently offering its customers enhanced speed and more highly personalised touch points, all powered by ATG.”
Online retailers who have been using ATG’s e-commerce technology include P&G, Royal Mail, The Body Shop, Talbots and more.