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Debenhams plans further improvements to online channel

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Debenhams is to make further improvements to its new-look website as it looks to build on growing multichannel sales.

The retailer is to introduce predictive text for its search box, and will also introduce search engine optimization technology, both from e-commerce technology company Fredhopper.

“Debenhams is investing in technology that will provide a better all round experience for its customers and keep them coming back to the site,” said Joris Beckers, chief executive of Fredhopper.

“Too many retailers spend time and money driving consumers to their online shops but forget about the basics. Allowing customers to successfully search for products, navigate intuitively around each department only viewing the categories they choose and relevant products - these are vital functions to help people put the products they want into their baskets quickly and complete their purchases.”

Brett Bennett, senior web manager at Debenhams, said: “We needed to work with a company whose technology could not only dramatically improve the usability of our website but could also be easily used by our marketing and merchandising teams.”

Since the re-launch of its website in November 2009, Debenhams has seen a double-digit increase in conversions. The department store chain, which has more than 150 shops in the UK and Ireland, last week reported half-year figures showing multichannel sales up by 85.9%.

Photo: Debenhams

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