Selfridges Launches Revamped Website and Other Digital Improvements

Selfridges has made the biggest single investment in its online platform since it launched four years ago - £40m alongside a new five-year strategy.

The retailer is looking to "future-proof" its multichannel digital offering - improvements include a website revamp as first priority, the rollout of a dedicated app in 2015 and a broader reaching click and collect service.

Head of Digital at Selfridges, Claire Higgins, explained that they are still refining their roadmap over the coming years to keep pace with changes in retail technology.

The website overhaul went live today (September 1). It was created in-house, with Salmon in place as a development partner over the past 18 months. The site introduces a fresher, cleaner look and feel, while new options have been added such as Quick View of products and Wish List functionality.

Additionally, curated content has been given greater prominence on the Homepage, including user-generated content from social channels. The site is also now fully operational across mobile and tablet, which currently generates 60% of traffic.

Higgins commented: "The site is integral, but there are also wider projects planned like Wi-Fi in-store (Oxford Street is just about to come) and thinking about how Selfridges' consumers interact with the brand as well as the international business and how we can localise the offering."

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