M-Retailing

Harvey Nichols dives into customer behaviour across web and mobile to improve customer experience

Absolutely fabulous department store Harvey Nichols is set to improve customer experience with a deep dive into exactly how its customers use its mobile services, specifically its product pages and menus.

Working with user experience (UX) analytics platform ContentSquare, Harvey Nichols will use the UX analysis system’s easy-to-understand visual tools to optimise web pages, visitor journeys and promotional collateral; ultimately enhancing the online user experience.

This will allow Harvey Nichols to understand, for the first time, exactly how and why visitors are behaving in certain ways across online and mobile sites, surfacing data that will point its teams to exactly where they should focus in order to improve in-page behaviour.

Teams throughout the Harvey Nichols organisation, including user experience, visual merchandising, product marketing and trading teams, will use ContentSquare technology to make better, more informed decisions. For example, they’ll now be able to understand the critical paths to purchase during sales periods, optimise the product placement on listing pages and analyse user journeys by acquisition channel.

ContentSquare’s technology uses a combination of behavioural data (including UX analytics KPIs), artificial intelligence and session replay aggregation to build a complete and accessible picture of online visitor behaviour.

Pamela Reynolds, Head of Online at Harvey Nichols, says: “We wanted to add a best-in-breed analytics solution to our technology stack and choosing ContentSquare was a no-brainer. Prior to ContentSquare we had a limited picture of what was happening across our site or why visitors behaved in a particular way. ContentSquare’s ability to allow our teams to surface actionable insight at speed and at scale is unrivalled and will help us transform the digital experience we provide to our visitors.’’

Duncan Keene, UK managing director of ContentSquare, add: “We’re delighted to be working with the team at Harvey Nichols. They saw the power of UX analytics (hesitation rate, click recurrence, scroll depth) and how these could help surface granular feedback for how a product performs. We’re excited to be part of Harvey Nichols online transformation and we are excited to see the results of how we’ll be empowering their digital teams.’’

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