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 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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