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How White Stuff is using technology to improve its customers’ online experience

Image courtesy of White Stuff

White Stuff is using technology as it looks to improve its customers’ online experience. 

The retailer is using Akeneo’s product information management (PIM) solution to improve the quality of product information on own website as well as using it to ensure accurate and consistent product information for third party retail partners from John Lewis and Next to M&S.

White Stuff looked for a PIM partner in order to bring its product data onto one platform and to ensure that product experiences remain consistent onto third-party platforms, supporting its identity and values.

“We were looking for a partner that could deliver not only across an operational lens, creating greater efficiencies and quicker time to market for example,” says Steve Borg, head of technology at White Stuff. “But we also needed a partner that could deliver against a customer lens, creating better online experiences and ease of search to improve conversions.”

The retailer piloted Akeneo’s PIM solution in December 2021 on dresses for the spring and summer 2022 collection, testing both the PIM attribution process and the product feed process. Since then it has rolled it out across its clothing, accessories, gifts and homewares categories and on its German and UK websites. As a result it says it has improved data quality, reduced errors and inconsistencies and improve the customer experience online. 

James Barlow, director UK&I at Akeneo, says: “We know that product experience is the keystone for commerce and the very bedrock for creating meaningful customer experiences that build long-term connections with shoppers to drive conversions and loyalty.  We’ve enjoyed helping White Stuff realise this across their owned channels, and to start supporting their third-party retail and marketplace strategies, future-proofing it for growth and further success.”

White Stuff is ranked Top250 in RXUK Top500 research

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