Widescreen product video, social media and live chat are among the tools used by home shopping retailer and supplier JML in its relaunch of JMLdirect.com.
The site currently hosts around 200 films, some in high definition, and all produced in-house, showcasing some of the products that JML either invents or discovers from around the world. They range from twisty cleaning mops and chiropody product the Ped Egg to the best-selling JML halogen oven.
And from October 4, shoppers who want to find out more about a product or about their order will be able to chat live online to one of 30 JML sales advisers working from its North East fulfillment centre.
Direct marketing manager Laura Fallace, said: “We’ve made the website as user-friendly as possible. It is cleaner, clearer, quicker and simpler than ever to use.”
Customers can connect with JML, which also promotes its goods through TV shopping channels on Sky and through screens in about 4,000 shops in Britain and Ireland, through social media including Facebook and Twitter.
Fallace said: “In addition to the e-commerce function we want www.JMLdirect.com to be used as a valuable source of information underpinning our multichannel sales activities.”
At the same time as the website relaunch, the company has also begun to stock some products from other brands, such as laundry products from Addis and ecological gadgets from the Eden Project.
“We’ve had encouragement from customers saying they’re delighted they can now buy additional third party branded products online from us. It makes their shopping experience easier and faster,” said Fallace.
JML (John Mills Ltd) was founded in 1986 by John Mills, and has two divisions. Its retail division sells products through shops while its direct division sells direct to the consumer through home shopping channels, its website and its catalogue.