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Selfridges unveils its first full transactional website

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Upmarket department store Selfridges, founded in London in 1909 and now with branches in Manchester and Birmingham, has launched its first full transactional website.

And, while Selfridges is a latecomer to the internet retailing revolution, its new online store — supplied by Salmon —contains a range of leading-edge features.

Particular attention has been paid to delivering an online experience that is as close as possible to the in-store experience by, in particular, providing each brand with its own ‘room’ on the site. In these ‘brand boutiques’, says Selfridges, “international designers from every fashion capital invite you to explore their world with the latest promotions, look books and videos.” also includes a ‘Wish Room‘ feature. As customers browse the website, they can add items to their wish rooms, where they can then see the items they have picked displayed as outfits on mannequins. Shoppers can then choose to keep their wish rooms private or to make them public so that other customers can see the outfits they have put together.

Continuing the in-store theme, the site also features a ‘pop out’ Information Desk at the bottom of every page. This contains full details of everything from delivery information to the retailer’s privacy policy and ensures that shoppers are always just one click away from obtaining detailed information about the service and options on offer.

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