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The Entertainer announces new website for improved online and mobile consumer journey

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The Entertainer, the independently-owned multichannel toy retailer in the UK, has relaunched its website,, in a bid to make customer journeys on web and mobile easier and more slick.

Having announced earlier this year a 30% sales increase on its online platform and with its web sales set to triple over the next five years, The Entertainer has made several changes to its hugely popular website to support its continued growth.

This includes a more refined consumer journey for faster shopping, improved performance to support with increasingly high levels of traffic, especially during peak seasons such as Christmas, and a new predictive search engine for ease when locating products.

In addition, the updated website now closely reflects the branding found in store and allows shoppers to view products by the same categories such as action toys and figures, dolls and soft toys, and arts and creative play making the search for the latest toys and trends a simple one.

What’s more, with almost 80% of The Entertainer’s web traffic coming from mobile users, the website has been designed with a mobile-first approach to enhance browsing on tablets and phones.  

Talking about the launch, Steve Moran, Online Product and Conversion Manager at The Entertainer says: “We’re committed to reviewing the way our customers shop with us to continually improve their experience which is why we’re very excited to announce our new and improved website. We hope through the changes made that we make it easier than ever to find and buy toys.”

Paul Lynch, Area Vice President & Managing Director EMEA of LiveArea, the global commerce services provider that developed the site, adds, “The Entertainer is an amazing British retail success story. LiveArea is proud of our partnership and our role in delivering innovations to grow sales and enhance the brand’s customer experience through the launch of their new ecommerce store on SAP Hybris v6.”

Image: Paul Skeldon/Internet Retailing Media Services

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