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Lakeland unveils new ecommerce site

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Kitchenware company Lakeland has launched a new ecommerce website, designed to make it as easy for its customers to shop online as in their stores.

The new site was developed by the Javelin Group, using Leeds-based ecommerce specialists AWA to design the front end. AWA used research and customer feedback to redesign every aspect of the Lakeland website, from the homepage, search and product pages to the basket and checkout.

Tony Preedy, marketing director of Lakeland, said: “We are extremely proud of our new website. We were determined that our new platform would enable us to give our customers the very best levels of service and to enable us to present our innovative range of products in the very best light.”

As well as reflecting the needs of its customers, the site also features e-marketing and content management tools for its business users. Product catalogues, website analytics, online marketing, layout and email campaigns can be managed in house.

Applications used include the hybris ecommerce platform, Adobe’s marketing suite, Baynote’s real-time recommendation engine and Silverpop’s eCRM system for email messaging.

Tony Stockil, Javelin Group chief executive, said: “We worked closely with Lakeland to design and build an unrivalled ecommerce website.

“We are very proud of the result: we have combined several best-in-breed technologies to deliver a genuinely usable targeted merchandising and testing capability that is very rarely seen in practice. This website is one with which any business, including the very biggest and most sophisticated online trader, would be delighted.”

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