Fortnum & Mason launches new fully responsive website
Department store Fortnum & Mason has launched its new “fully responsive” website which it says can handle complex orders and delivery to more than 130 countries.
Having developed the site to improve the customer experience and conversion rate, Fortnum & Mason said mobile visits have increased by 77% year-on-year following the launch while mobile conversion has risen by 57%. In addition, new customers are currently converting 15% more than on the previous site and there has been an 18% reduction in calls to the customer service centre.
Fortnum & Mason customer experience director Zia Zareem-Slade said: “Collectively, we’ve achieved something very special. As well as being beautifully designed, the new site is fast, slick and easy to navigate – and is truly responsive, providing the same experience across multiple devices.”
With the website built by software development studio Red Badger, the project involved engaging with Fortnum & Mason’s customers to help drive the direction of the design and development by allowing them to provide feedback directly to the team. Throughout the project, guerilla testing was implemented in Fortnum & Mason’s flagship store in London’s Piccadilly to get feedback on the website’s look and feel.
Zareem-Slade added: “The site reinforces the brand experience that our customer’s expect and since the site went fully live we have seen incredible results in increased revenues, increased conversion rates, but most importantly, amazingly positive customer feedback.”
