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Appliances Online picks Fredhopper to upgrade customer-led search and navigation

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DRL, the UK’s largest white-label online kitchen appliance retailer with clients including Boots, Marks and Spencer and Argos, is embarking on a customer-led three-phase search and navigation website development project with Fredhopper for its consumer-facing white goods retail site

The preliminary phase, currently underway, will incorporate an improved on-site search and navigation structure based on findings from customer focus groups. Development will be completed by the end of March and will include accommodation for customer spelling mistakes when searching to return the most relevant results despite these errors.

“By working with Fredhopper we believe we’ll push the market forward, benefiting our own customers and online shoppers everywhere,” says Matthew Lawson, senior web development consultant at DRL. “We’re using technology in innovative ways to change the website based on our customers’ needs and requests. Browsers will be able to access a range of information to help them learn about appliances and buy the most suitable products. When they search they’ll be given results segregated into products, blogs, reviews, news and videos.”

“We aim to increase on-site conversion by up to 40% for Appliances Online,” explains Joris Beckers, CEO of Fredhopper. “The company’s customers will benefit from an enhanced shopping experience and be able to find exactly what they want more quickly.”

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