has taken a significant step forward. The website, which first launched almost three years ago, has had a major overhaul to bring customers an even better shopping experience. The aim of the redesign was to push forward the appearance and usability of the site, as well as introduce market leading online shopping functionality.

As a ‘virtual’ store, it is important that is kept fresh and fast to encourage people to return to the site on a regular basis. New features include; ‘shop by’ navigation allowing customers to easily view all items of a particular style, brand, or price range; improved product search and the ability to quickly order multiple items from a catalogue. To maximise cross-selling opportunities; alternative product suggestions and accessories are now prominent on the selling pages.

Automated merchandising capabilities have also been added, allowing for instant updates on best selling products, depending upon demand and stock availability. This is a major development for the business, the new site being the culmination of over 5,000 hours of development work by the in-house team, with assistance from specialist outside consultant, John Phipps from J60.


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About j60

J60 was formed in 2003 by John Phipps who was, until February 2004, Head of Web Development for John Lewis Direct following the acquisition of Ltd by the John Lewis Partnership.
John was appointed Vice President Commercial of Ltd in October 1999. He joined from CPM, part of the Omnicom Group, where he was the Business Development Director of a new joint venture they had recently formed with an American based operation called MarketStar.

John's previous roles included working for Staples UK and Comet in their buying functions and whilst at Comet he was involved in a new SME retail venture with BT that Comet launched in Reading.

The company also includes some of John's colleagues from his previous roles and offers clients not only an extremely strong online skill set but also offers the to work with J60 on internal process and systems development.

J60 combines specialist expertise in the key eBusiness building blocks of Content Management, eCommerce and Website Design, Accessibilty Testing, DDA Compliance and Usability Testing in a way that accelerates time-to-market and ensures that all client brand values, principles and customer experience goals are met with a minimum of fuss.

Published on: 12:00AM on 4th October 2004