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Merchandising helps online conversions to double at Wolsey

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Wolsey has been selling menswear for more than a quarter of a millennium – and now, a year after launching its online store, the brand says its ecommerce sales are taking off.

Well-known customers at the label, founded in 1755, have included Scott of the Antarctic as well as members of the Royal household, but in the 21st century it’s making its mark online.

In particular, it says online conversions have doubled after its recent adoption of Amplience’s rich media merchandising and marketing platform. Those products merchandised using the system have had a conversion rate 50% higher than any other product it sells online.

“We’ve been able to create an ecommerce experience that isn’t just a purely transactional tool, it’s an engaging customer journey,” said Kevin Robins, head of ecommerce at Wolsey. “As a fashion retailer the quality of the imagery is key to how successful our season is. Using Amplience we are able to make the best use possible of the photo shoots we invest in. The quality of our products is central to our brand identity and with this type of merchandising, we’re able to best represent this online.”

Wolsey has identified that the interactive buttons that appear on its home page are some of the most clicked on the site with 19 per cent of the people viewing the Amplience modules engaging with the content.

In line with the launch of its Autumn/Winter 2012 collection, Wolsey has also expanded its use of interactive merchandising across its online store. The collection uses touch points much more frequently and future plans involve direct add-to-basket functions, whittling down the customer journey to a few clicks.

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