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Selfridges invests £40m to ‘futureproof’ its multichannel business.

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Selfridges is to invest £40m over the next five years to “futureproof” its multichannel business. This represents the biggest single investment in in the four years since it first launched.

In a statement, the department store said the investment would “help strengthen and future-proof its multichannel business and support its on-going commitment to delivering an extraordinary customer experience online.”

The investment has started with the launch of a new touch-first, responsive site, designed to meet the needs of the 60% of Selfridges shoppers who visit the site through smartphones or tablets.

The department store has developed new ways of showcasing the 80% of its product range that is sold online. It is taking its Wonder Room online, enabling customers to buy high value jewellery and watches through a click and collect service, either collecting and buying, or trying the products in store with personalised advice and service. Cartier is the first brand to trial this service, and Selfridges expects nearly all the brands it sells in its bricks-and-mortar Wonder Room, located in its Oxford Street store, will be available online within the year.

Fashion will be represented on the site not only through product images but also through editorial strategy led by an online editor-in-chief.

The site is also aimed at international customers, with a variety of local language landing pages, a tax-free service as well as international delivery.

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