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Thomas Pink has implemented an online recommendation tool from e-commerce technology company Fredhopper as part of its ongoing website upgrade.

The retailer will extend this by adding on-site search and a ‘digital shelves’ merchandising tool next year. 

The company will also look at mobile development and online internationalisation in 2012, as well as developing more website content itself.

Nadine Sharara, head of e-commerce at Thomas Pink said that the company is continually adding online features that will build brand experience and improve customer engagement,

This minimises the number of third parties required in our online infrastructure. It allows us to bring in other metrics and control the logic that drives it; therefore having an effect on both conversion and added order value."

Frank Lombos, VP of worldwide sales at Fredhopper added that the aim is to increase Thomas Pink's cross and up-sell capabilities, while improving the overall shopping experience for customers

Deploying a personalisation solution is no longer just a ‘nice to have’. Recent research from analyst Forrester indicates that over 40% of UK consumers have bought items recommended to them by a retailer, and savvy multichannel shoppers are now more often expecting a personalised experience as they go online or use mobiles to buy.”

Last week the brand announced that it would be integrating branded video content into its stores as part of a new global brand strategy, just a few months after launching a click-to-buy video player on its website that aims to emulate the in-store experience.

Footwear and accessories retailer Dune has also stepped up its video content of late, announcing plans to roll out ASOS-style ‘catwalk’ videos for all of their products next year.

Vikki Chowney

Published 7 December, 2011 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

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