Harvey Nichols is using online tracking and reporting technology as it looks to find out how its customers behave across its different sales channels.
The upmarket department store group is using technology from digital marketing specialists DC Storm to gain a joined-up view of how shoppers travel across channels including its website. It will use the information to make decisions in the context of the business as a whole.
Sandrine Deveaux, head of ecommerce at Harvey Nichols, said the DC Storm technology would help it to understand and remove pinch points in its work order process. “It is imperative that we fully understand the performance of each of our brands online – separately and as a whole – and take action from these insights,” she said.
Seth Richardson, chief executive of DC Storm, said: “Harvey Nichols is one of the most renowned brands in the UK, so to be able to work with them during this period of growth and change is very exciting.”
Harvey Nichols, founded in 1831, currently has six stores in the UK and seven overseas, with an eighth soon to open in Kuwait. It is owned by Hong Kong retail magnate Dr Dickson Poon.