Gifts Today magazine

Fortnum & Mason celebrates ecommerce anniversary

Fortnum & Mason has celebrated the first anniversary of the re-launch of its online platform

It’s been a year since the high-end UK store re-launched its online platform with an ecommerce arm and the difference that fortnumandmason.com has made to the business has been significant, the retailer reports.

During its first week alone, conversion improved +14 per cent year-on-year and the average order value increased by 5 per cent year-on-year. Total sales went up +30 per cent year-on-year and calls to the customer service centre dropped by 28 per cent.

Outside of this, key results over the past year include:

• Christmas trading: online sales up by 38 per cent on 2014 which included a 26 per cent rise in the sales of Fortnum’s world-famous hampers
• Mobile: 6 per cent of the revenue mix (+50 per cent vs LY) +95 per cent revenue
• Features: personalisation services offer saw a 261 per cent increase year-on-year, including in Build Your Own Hampers
• User experience: previously 18.8 per cent drop off was seen during navigation of delivery options, since the launch of the new site this has been reduced to 0 per cent

The project was developed in partnership with digital consultancy, Red Badger and has achieved a complete re-platform and design from concept through to delivery, in just eight months and for under £1.3m.

Zia Zareem-Slade, customer experience director at Fortnum & Mason, said: “Fortnum’s is one of the oldest, multichannel retailers in the world; taking orders with the invention of the telephone and launching one of the first eCommerce sites in the UK in 1998. Our current platform reflects Fortnum’s long-standing spirit of innovation, providing exceptional customer experience and clearly delivering against the bottom line.”




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